As the first generation fully immersed in technology, Gen Z-ers exhibit unique brand engagement patterns compared to previous generations, according to insights from customer experience experts. With an abundance of choices, a digital-first mindset, and a robust belief system, Gen Z demonstrates greater loyalty to their personal values rather than specific brands. This perspective was shared at the CX Evolve Summit in Dubai on Thursday.
"Their loyalty to brands is contingent on their identification with the brand's ethos, rather than mere cost savings," explained Suryaveer Singh, head of loyalty CRM and data at ENOC. "They are an exceptionally aware generation. On social media, they form associations with causes or corporate entities, and if a brand doesn't align with their values, they have no hesitation in not switching." He also discussed how his company strives to remain relevant to Gen Z. "Born into a technology-driven world, they inherently understand it," he noted. "We ensure to adapt and stay ahead technologically, providing immediate experiences and rewards. They don't want to wait for rewards; they want them now, and we cater to that urgency."
Julia De Souza, Vice President of customer experience and operations at American Express, Middle East, emphasized that Gen Z is highly technology-oriented. "They are constantly exposed to personalized content and targeted ads," she stated. "However, they are still human and retain the choice as consumers. Our service must resonate with their passions." Suryaveer also highlighted the importance of transparency in brands. "As an organization, you must stand for something genuine, not just a PR stunt," he advised. "Gen Z can see through superficiality; they understand the world's workings. Authenticity is crucial."
The summit explored strategies to anticipate consumer demands, emphasizing that in a competitive and rapidly changing global environment, trust between consumers and brands is more vital than ever. Stoyan Petrov, frog Middle East Lead, described the event as an "ideal platform" to present the company's vision of the "future of customer experience." "Success lies in creating experiences that foster relationships and human connections," he explained. "We help brands and organizations grow by cultivating meaningful loyalty across their customer base, which is increasingly challenged by new generational dynamics and behaviors."
Gaurav Bedekar, Managing Director of Capgemini Invent Middle East, highlighted the importance of integrating innovation with personal touches for enhanced customer engagement, thanks to advancements in GenAI, sustainability, and technology. "I enjoyed exploring the future of customer experience with industry leaders and am eager to collaborate with brands to innovate and deliver outstanding experiences," he concluded.
