Customer loyalty across generations – exploring preferences and approaches of Gen X
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Established adults (45–59 years old): Gen X
When and where does Gen X claim their loyalty rewards?
Similarly to other generations, both quality (66%) and price (61%), as well as promotions and discounts (51%), are the most important factors for Gen Xers.
When examining the types of companies Gen X is loyal to, their top three categories reveal practical priorities:
- supermarkets and food retailers (40%),
- airlines and airports (12%),
- hotels (9%).
When asked why they join loyalty programs, Gen Xers overwhelmingly prioritize not only tangible benefits like discounts and cashbacks (71%), value of rewards (64%) but also affinity for brands they already shop with (56%).
How do Gen Xers like to hear from brands?
E-mail (50%) and mobile apps (49%) are the most preferred channels, but direct mail (32%) remains surprisingly popular among established adults, which may be surprising compared to the Zillennials’ approach (18%). Whereas the least preferred communication channels are phone calls (47%) and social media (38%).
Balancing personalization and privacy for Gen X
Despite being cautious about data sharing, they are still open to personalization, particularly in terms of transparency and tangible benefits. This is reflected in the numbers of 66% valuing individual offers, recommendations, and discounts. Interestingly, more than half of the cohorts from this generation are also likely to shop more and longer if they receive tailored recommendations.
Notably, 25% of Gen Xers will share data only if they know how it’s used, and 43% express distrust over companies selling data to third parties. Nevertheless, 43% are willing to share data in exchange for rewards, which is a higher proportion than mid-career adults (38%).
Sustainability preferences
Gen Xers are leaning towards practical suitability practices such as, e.g., reducing plastic waste (42%), which is the most valued initiative. Going green is moderately important to Gen Xers, with 63% more likely to join a loyalty program for a brand that prioritizes sustainability. Furthermore, Gen Xers are willing to pay 50% more for products or services that are more sustainable.
Additionally, offering incentives for recycling—such as awarding points for returning used batteries, oil, or filters for proper disposal—not only promotes environmental responsibility but also deepens brand loyalty by aligning with customers’ values.
Leila Poleszczuk, Loyalty Marketing Consultant at Comarch
Key takeaways
To summarize, it is an intriguing generation when it comes to loyalty, since they take a practical approach to loyalty programs, prioritizing practical over aspirational approaches. Established adults are pragmatic participants in loyalty programs, driven by value and utility rather than novelty or social influence. They exhibit distinct preferences compared to both Zillennials and mid-career adults, such as a stronger reliance on direct mail and a focus on routine rewards like food shopping.
Want to gain more data on loyalty trends?
This article presents only a glimpse of the information and data presented in the report Customer Loyalty Predictions 2025 and Beyond: Report on AI, Privacy, and Sustainability. To understand even better current trends and shifts in customer expectations, as well as their preferences, and behaviors, get the report here.
