For years, brands have treated loyalty like a math equation: Transactions + Points = Retention. But while businesses were busy building apps and stacking tiers, the consumer evolved. Today, Gen Z and Gen Alpha don’t want to “collect” value—they want to feel it.
To explore this shift, we are joined by guest author Will Odwarka, Founder and CEO of Heartatwork Hospitality Consulting. With over 30 years of global experience and 1,000+ outlet rollouts under his belt, Will is known for challenging industry myths and helping brands move from transactional noise to emotional value.
Key take aways:
- Points don’t build loyalty — meaning does: Consumers don’t want to collect value; they want to feel it. Emotional return now outweighs rational savings.
- Control is the new reward: Customization, choice, and agency outperform discounts. People pay more to get it their way.
- Loyalty must disappear into the experience: If loyalty is visible, forced, or effortful, it’s already obsolete. The future belongs to seamless, contextual, human systems.
