Younger shoppers have been shifting the focus from deals to values ahead of Black Friday, creating a new challenge for brands.

Research from SAP Emarsys’ Customer Loyalty Index 2025 showed that more than half of consumers (51%) will remain loyal to brands that reflect their personal values.

Among Gen Z, 45% plan to shop during the sales period, with almost one in five (19%) willing to pay more to support companies that align with their ethical and sustainability standards. In the past year, 42 per cent of Gen Z and 40% of Millennials switched brands due to poor sustainability practices.

Experts say brands that succeed in 2026 will be those that anticipate customer needs rather than simply communicate with them. AI technology is playing a central role in this shift, allowing marketers to track behaviour, personalise offers, and respond in real time. Consumers are increasingly expecting transparency on sustainability, relevant experiences across multiple channels, and more than simple loyalty rewards.

“Loyalty is no longer just a program”, said Joanna Milliken, CEO of SAP Emarsys: “The most successful brands treat loyalty as part of the entire customer experience, creating relevant, connected journeys that keep shoppers coming back.”

Mizuno: from campaigns to life-long connections

Global sports brand Mizuno is proving what’s possible when personalisation meets purpose. Historically reliant on seasonal campaigns, Mizuno wanted a more sustainable way to engage its diverse customer base across 10 product categories and multiple channels.

By partnering with SAP Emarsys, Mizuno unified its customer data and used AI to create personalised journeys; turning one-off interactions into long-term relationships.

“We wanted a way to connect the different channels we use to engage with consumers,” explained Lisa Fair, growth marketing specialist at Mizuno. “SAP Emarsys helped us bring everything together so we can create more personalised experiences – because that’s what drives real loyalty for us.”

The results speak for themselves:

• 52% year-over-year increase in active customers

• 62% increase in revenue from premium customers

• 35% increase in customer win-backs

• 33% increase in number of orders