Customer loyalty across generations – exploring preferences and approaches of older Baby Boomers and young Silent Generation
- Published
- 4 min reading
Mature adults (60–78 years old): older Baby Boomers and young Silent Generation
Loyalty trends among older customers
For mature adults, loyalty programs are about getting straightforward, practical benefits. Therefore, factors that are important for them while choosing a loyalty program or making purchasing decisions are:
- discounts and cashback (60%),
- the value of rewards (54%),
- familiarity with and regular use of the brand (44%).
Their most common memberships are supermarkets and food retail (42%), followed distantly by airlines, airports (9%), and hotels (7%).
Features such as recommendations from family or friends (with 47% of this age group considering them “not important”) and VIP or exclusive events (46%) have little appeal, highlighting their self-sufficient, practical approach and preference for autonomy. This lack of trust in others’ opinions, whether online or from personal networks, suggests they prefer to evaluate products independently.
Practical approach to earning and spending points
Mature adults primarily earn and redeem rewards through essential purchases, mainly during grocery shopping (47% earning, 34% spending), followed by online shopping and cashback, while discretionary purchases like apparel or electronics hold little appeal (4%).
Communication channels preferred by mature adults
They prefer communication channels like e-mail (51%) and loyalty portals (26%), while social media (58%) and phone calls are the least favored (59%), with 34% opting out of offers entirely for a simpler experience.
Shared values of older Baby Boomers and the Silent Generation
When choosing loyalty programs, older Boomers and the young Silent Generation prioritize practicality and immediacy. Their top preferences include instant digital rewards, personalized offers based on shopping history, and flexible point redemption options.
Loyalty programs should be easy and simple. Customers want more each time and to be able to choose what’s important to them individually and personally. So, it’s important to give them options and make it easier. Raffael Fappiano Neto, Project and Customer Loyalty Manager at Azul Airlines |
Although this generation shows little enthusiasm for emerging technologies—with crypto and NFT-based rewards being the least desirable (62% disinterest)—they exhibit greater interest in voice-activated features (60%) and smartwatch integration (54%), which younger generations find less appealing.
Practicality and immediacy: personalization and privacy
For more than half of older Boomers and the young Silent Generation, receiving personalized offers such as recommendations and discounts (e.g., birthday or anniversary discounts – 35%, discounts on frequent purchases – 54%) from companies or loyalty programs holds significance. However, their preferences reveal a stronger inclination toward practical and straightforward benefits rather than personalized services.
Concerns about data privacy remain a major barrier, with 37% expressing hesitation due to worries about how their data is handled. A general mistrust in companies’ ability to manage data responsibly further limits their willingness to share personal information.
By 2025, customers will demand full transparency about how their data is collected, stored, and used, with the ability to customize their privacy preferences. Loyalty programs will need to reflect genuine commitments to sustainability, offering initiatives like eco-friendly fuel options and efforts to reduce carbon footprints.
Hyper-personalized offers and recommendations, tailored to individual usage patterns and preferences, will become standard. Customers will also expect loyalty programs that seamlessly integrate fuel, EV charging, and NFR offerings into a unified system, simplifying their experience and maximizing reward value.
Successful programs will go beyond transactional rewards, delivering experiential benefits such as exclusive event invitations, premium memberships, and community-focused initiatives that foster deeper connections with their audience. Leila Poleszczuk, Loyalty Marketing Consultant at Comarch |
Ambiguous approach to sustainability among mature adults
Sustainability holds a nuanced importance for mature adults, with 56% considering it when choosing where to shop, yet only 32% actively staying with or switching brands for this reason.
Marketers may find greater success highlighting practical, visible sustainability efforts, such as, e.g., starting recycling programs (important for 10% of cohorts) and especially reducing plastic waste (44%), rather than abstract or aspirational goals.
Key takeaways
Mature adults, comprising older Boomers and the younger Silent Generation, represent a customer base rooted in practicality, value, and cautious decision-making. They exhibit strong loyalty to brands that deliver tangible benefits and cater to their specific needs. While personalization and sustainability have some appeal, practical value remains the primary focus for this generation in loyalty programs.
By implementing generational marketing strategies, marketers can better connect with their target audiences, boosting customer loyalty and sales. Our recent article on generational loyalty preferences reveals surprising insights on differences and similarities across generations. It highlights the importance of understanding and addressing each generation's unique values to create marketing efforts that resonate with customers' preferences.
Want to gain more data on loyalty trends?
This article presents only a glimpse of the information and data presented in the report Customer Loyalty Predictions 2025 and Beyond: Report on AI, Privacy, and Sustainability. To understand even better current trends and shifts in customer expectations, as well as their preferences, and behaviors, get the report here.
