Millennials belong to 
more loyalty programs than older consumers, according to research by Hawk Incentives. Older respondents report that they are active in 3.9 loyalty programs, on average, while millennial respondents are active in an average of 4.2 programs. Overall, millennials are enrolled in 6.5 loyalty programs, compared to 6.2 on average. In addition, millennials appear to be driving consumer preference for prepaid and gift card rewards in loyalty programs.
Millennials are more likely to pick digital options as rewards, with 65 percent noting it was their preferred reward type. Only 45 percent of Boomers prefer digital rewards. Overall, the cohort is very likely to belong to a food and beverage loyalty program. Membership to an online retailer’s program is more likely among millennials than any other age group, as 41 percent belong to an online retailer loyalty program, versus just 29 percent of Gen X and 25 percent of Boomer respondents.
Source: Specialty Food Association
