A survey reported by multiple outlets says a significant share of young adults sign up for loyalty programmes primarily for the experiences and perks rather than for traditional discounts. The coverage indicates that nearly a quarter of respondents from Gen Z and millennial age groups say they choose loyalty schemes because of what they can get access to, such as live events, experiences, or other upgrades.
The articles frame loyalty programmes as increasingly offering lifestyle benefits alongside points or savings. Respondents’ motivations point to a shift in how loyalty incentives are valued among younger consumers, with entertainment and enhanced service forming a key reason for joining.
While the reports do not detail the full methodology or the specific brands included in the survey, they consistently describe the same core finding: that experiences and upgrades are a meaningful driver of loyalty sign-ups among younger people. The outlets present the results as reflective of consumer preferences in the current market for promotions, rewards, and membership benefits.
