Friday, August 10, 2018

Winning the Hearts–and Loyalty–of Younger Consumers

Alliance Data’s 2018 “Rules of NextGen Loyalty” study validates an emerging trend happening with today’s younger consumers: Not only are they financially conscious, they’re also heavily influenced by cost when it comes to purchasing decisions. These new findings build on our 2017 study, “The Generational Perspective,” which looked at all generations, and found that Millennials, as compared to Gen X, Baby Boomers, and the Silent Generation, were most likely to prioritize their budgets when making purchasing decisions. Initially, we thought this was due to life stage, but our recent study proved there is a bigger underlying cause and effect that is shifting how younger consumers shop. . . . more

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