The New Gen Z Loyalty Economy: Ten Shifts That Are Rewriting the Rules of Brand Loyalty - AOL
Updated Aug 18, 2026
New research from Radius Insights and ONE Strategy Studio identifies ten shifts reshaping brand loyalty and a framework for winning the 're-decision economy'.
Main Content
NEW YORK, Aug. 18, 2026 /PRNewswire/ -- Radius Insights and ONE Strategy Studio today announced the release of The New Gen Z Loyalty Economy, a new thought leadership report challenging one of marketing's most common assumptions: Gen Z isn't inherently less loyal than previous generations. Instead, the report argues that what many brands interpret as 'brand promiscuity' is a rational response to a marketplace transformed by AI, endless choice, instant comparison and lower switching costs.
The findings hold across industries and categories — with examples spanning beauty, automotive and financial services — showing that loyalty is no longer something brands win once and maintain. Today's consumers re-evaluate brands with every purchase, creating a new 're-decision economy.' The report identifies ten shifts reshaping loyalty and introduces six strategic opportunity platforms organized around three principles: choice, control and connection.
"The biggest opportunity for brands is recognizing that Gen Z is changing the rules for everyone," said Rob Wengel, CEO of Radius Insights. "As endless choice and AI transform how people discover, compare and buy, loyalty becomes something brands must continually earn. The organizations that adapt now will build stronger brands for the next decade."
"Brands can no longer assume loyalty - they have to earn it with every interaction," said Amy Spera, VP, Senior Strategy Director at ONE Strategy Studio. "Consumers are making fresh decisions every day, and the brands that win will deliver proof, relevance and value every step of the way."
The report was developed using Radius and ONE Strategy Studio's AI-first approach, combining large-scale analysis of consumer, cultural, brand and expert signals with senior strategist interpretation to quickly identify actionable growth opportunities.
The New Gen Z Loyalty Economy is available now at insights.radiusinsights.com/the-new-gen-z-loyalty-economy-landing-page.
About Radius Insights
Radius Insights, a portfolio company of Star Mountain Capital, is a global, AI-accelerated insights, brand strategy and innovation consultancy helping the world's leading brands uncover growth opportunities, make faster, smarter decisions, and drive measurable business impact. We combine custom research, advanced AI, analytics and senior strategic expertise to deliver a boutique-at-scale experience—bringing together the speed of AI with the judgment of experienced researchers, strategists and innovators.
About ONE Strategy Studio
ONE Strategy Studio, a Radius company, is the world's leading AI-first strategic insights agency built for Speed to Impact. We help organizations move from brief to breakthrough in hours—solving complex growth challenges and uncovering bigger opportunities in days, not months.
Key Points
- Canned pre-mixed cocktails now rank ahead of every other alcohol category Morning Consult tracks with Gen Z, after interest in the category roughly doubled in early 2026.
- Cutwater was the fastest-growing brand overall among Gen Z, with purchase consideration rising from 12% to 27% in one year.
- Ready-to-drink cocktails offer convenience and portability without requiring drinkers to buy full bottles of spirits, mixers, and garnishes for a single cocktail.
Ready-to-drink cocktails are taking over with Gen Z
Canned pre-mixed drinks now rank ahead of every other alcohol category Morning Consult tracks with Gen Z, after interest in canned cocktails roughly doubled in early 2026.
That rise is happening alongside a broader shift in how younger adults drink. In a separate report, Morning Consult found that Gen Z was the only generation whose drinking increased across all nine categories over the past two years, even though it still drinks less overall than millennials.
The brands gaining the most ground with Gen Z
| RANK | BRAND | YEAR-OVER-YEAR GROWTH |
|---|---|---|
| 1 | Cutwater | +15.5 |
| 2 | Energizer | +8.5 |
| 3 | DayQuil | +8.3 |
| 4 | Hot Pockets | +8.2 |
| 5 | Monopoly | +7.6 |
| 6 | 7Brew | +6.7 |
| 7 | Canada Dry | +6.4 |
| 8 | The Athletic | +6.1 |
| 9 | Nvidia | +6.1 |
| 10 | Diet Dr. Pepper | +6.0 |
Why canned cocktails appeal to Gen Z
Buying full bottles of spirits, mixers, and garnishes makes little financial sense for someone who only wants one drink. Ready-to-drink cocktails are catching on for their convenience and portability.
Survey Methodology
Findings are a result of an Online CARAVAN survey conducted by Big Village, February 18-25, 2026, on behalf of TD. The survey sample comprised 2,504 Americans, 18 years of age and older.