U.S. consumers intending to participate in loyalty programs 2022, by generation
According to the survey conducted in October and November 2022, 52 percent of U.S. consumers were likely to increase their participation in loyalty programs over the coming year. Among Millennials, the share was higher: Nearly seven out of 10 consumers aged 26 to 40 years intended to join loyalty programs. Over half of Gen Z consumers were likely to expand their participation in loyalty programs.