PPPPerishable Loyalty in a Perilous World - Four Ps #262
As technology accelerates, are we losing what once connected us?
Loyalty is dead. Well, almost.
Loyalty to brands? Fading fast. Loyalty to each other? Fracturing under the weight of AI and algorithmic efficiency. Loyalty to learning? Under attack from clout-chasers, culture warriors, and budget slashers alike.
This week, I'm digging into the decay of loyalty... what it means for your business, your career, and our community. Why are consumers harder to keep? How may the next wave of AI put millions of jobs at risk? Why does the very idea of learning feel like a radical act in 2025?
It’s not all doom and gloom, though. Trust and loyalty and can be saved... if you know where to start. Which, obviously, I do.
THE PRACTICAL: The Demise of Consumer Loyalty
Once upon a time, brand loyalty was inherited. If your parents used Tide, drove a Ford, or swore by Crest, chances are you did too.
But in 2025, that generational grip has loosened.
Today’s consumers (especially Gen Z and Millennials) are more price-conscious, digitally native, and values-driven than ever. Loyalty isn’t dead yet, but it’s no longer automatic.
Younger Generations Are Less Loyal and More Demanding: Gen Z and Millennials now wield over $360 billion in spending power in the U.S. alone. Yet, their loyalty is fleeting. According to Antavo’s Global Customer Loyalty Report 2025, 62% of Gen Z admit to exploring other options even if they have a favorite brand. They crave personalization, digital convenience, and alignment with their values. Brands that fail to meet these expectations risk being replaced with a single swipe.
Loyalty Programs Aren't Cutting It: While loyalty programs once promised customer retention, their effectiveness is waning. The U.S. market is saturated, with consumers holding an average of 17.9 loyalty program memberships in 2023, actively participating in only half of them. Gen Z, in particular, seeks more than just points. They desire personalized rewards and seamless digital experiences. Programs lacking these elements struggle to maintain engagement.
Acquisition Costs Are Soaring: Acquiring new customers has become increasingly expensive. Over the past decade, customer acquisition costs have risen by 222%, with brands now losing an average of $29 for every new customer acquired (https://www.simplicitydx.com/blogs/customer-acquisition-crisis). This surge underscores the importance of retaining existing customers, as the cost of acquiring new ones continues to climb.
Attention Spans Are Shrinking: In our fast-paced digital world, capturing consumer attention is more challenging than ever. The average attention span has plummeted from 2.5 minutes in the early 2000s to just 47 seconds today. This decline necessitates that brands deliver concise, compelling messages to engage their audience effectively.
Cost-Consciousness Trumps Brand Loyalty: Economic pressures have made consumers more price-sensitive. A significant 70% of Gen Z consumers report that they wouldn't be able to afford a holiday without rewards incentives to reduce costs. This shift indicates that financial considerations often outweigh brand loyalty, especially among younger demographics.
So... is loyalty dead? No, just mostly dead. Where to go from here:
Prioritize Mobile-First Experiences: With 74% of Gen Z consumers more likely to be loyal to a brand with a mobile app, ensuring a seamless mobile experience is crucial. Brands should focus on developing user-friendly apps that offer personalized content and rewards to engage this tech-savvy generation.
Align with Consumer Values: Authenticity matters. Brands that take a stand on social or political issues resonate more with younger consumers. Approximately 58% of Gen Z and Millennials are loyal to brands that publicly support causes they care about. Demonstrating genuine commitment to these values can foster deeper connections.
Offer Tangible, Value-Based Rewards: Gen Z values immediate, practical benefits. Instead of traditional point-based systems, consider offering instant discounts or personalized deals. This approach caters to their desire for quick, meaningful rewards that align with their purchasing habits.
Embrace Short-Form, Engaging Content: Given the reduced attention spans, brands should leverage short-form videos and concise messaging to capture interest. Platforms like TikTok and Instagram Reels are effective channels for delivering engaging content that resonates with younger audiences.
Foster Community and Belonging: Building a sense of community can enhance brand loyalty. Nearly 6 in 10 Gen Z individuals feel a connection with people who use the same brands they do. Creating spaces for user-generated content, interactive campaigns, and community engagement can strengthen these bonds.
Loyalty today isn’t inherited. It’s earned. Over and over again. In an era where consumers are inundated with choices and information, brands must adapt by offering personalized, value-driven experiences that align with consumer values and lifestyles.
THE PROFESSIONAL: The Erosion of Human Loyalty in the Age of AI
As much as I talk about the exciting upside of technology and the positive impact it has on a number of levels, let's be honest with ourselves.
We're witnessing a profound shift in the fabric of our professional and societal structures. The rise of AI is not just a technological advancement; it's a catalyst accelerating the erosion of human-to-human loyalty in the workplace (and beyond).
Anthropic CEO Dario Amodei just issued a stark warning: AI could eliminate up to 50% of entry-level white-collar jobs within the next five years, potentially pushing unemployment rates to 20%.
This isn't a distant dystopian future; it's a looming reality.
The impact is not evenly distributed, either. A U.N. report highlights that jobs traditionally held by women are more vulnerable to AI-driven automation, with 9.6% of such roles at risk compared to 3.5% for men . This disproportionate effect underscores the urgency of addressing systemic inequalities exacerbated by technological advancements.
Compounding the issue is the ambiguity surrounding AI terminology. Even experts at leading venture capital firms like Andreessen Horowitz admit there's no clear consensus on what constitutes an "AI agent" . This lack of clarity hinders our ability to fully grasp and address the implications of AI integration into our work environments.
All of this extends beyond the workplace now. It's a societal issue, manifesting in our interactions, our values, and our collective sense of purpose.
So as we navigate this transformative period, it's imperative that we reaffirm our commitment to each other. This involves:
Transparent Communication: Organizations must openly discuss the implications of AI on employment and work collaboratively with employees to manage transitions.
Equitable Policies: Policymakers should implement measures that address the disproportionate impact of AI on vulnerable populations, ensuring a fair and inclusive technological evolution.
Human-Centric Design: Developers and technologists must prioritize human values in AI design, fostering tools that augment rather than replace human capabilities.
Cultural Reflection: Society should critically assess the impact of digital culture on human relationships and strive to preserve authenticity in our interactions.
The advent of AI presents both challenges and opportunities. By consciously choosing to uphold human dignity and solidarity, we can steer this technological revolution towards a future that benefits all.
THE PERSONAL: Crimson Tide and Revenge Learning
There’s a growing sport in America these days. And no, it’s not pickleball. It’s the gleeful bashing of higher education.
Lawmakers are slashing federal funding. Politicians are fear-mongering about “indoctrination.” Immigration policies are keeping the world’s brightest minds out. And the pearl-clutchers? They’re losing it every time a professor dares to teach beyond the approved narrative.
Let’s call it what it is: an assault on the very idea of learning itself.
But schools like Harvard, Penn, and Columbia aren’t just ivory towers for the elite. They’re lighthouses. And when the fog of ignorance and disinformation rolls in, when too many of us are stuck scrolling TikTok conspiracies instead of studying science, ethics, and history… those lighthouses still matter more than ever.
My time at Penn, 25+ years ago, were some of the best years of my life. I proudly talked about my “Red and Blue” with everyone. But lately that loyalty has taken a hit. Penn’s leadership badly mishandled antisemitism on campus, sold out principles to avoid losing funding, and left me questioning what I once believed in.
Meanwhile, Harvard? They just opened the doors a little wider. 122 free online courses. That’s not a flex. It’s a gift. At a time when more and more people get their worldview from 15-second memes and AI-generated slop, the chance to learn from the source feels like a radical act of hope.
So here’s my gift to you: After scanning the syllabus for all 122 classes (yes, I’m that guy), here are 7 free online courses for Summer 2025 you should check out. Because maybe the future isn’t about tearing down institutions. It’s about building up our brains and empowering us to tackle the complexities of modern life:
"The Health Effects of Climate Change" -- Most critical for a foundational understanding of the single biggest existential threat to humanity... because the planet doesn't have a spare tire. This course digs into climate change directly impacts human health, from spreading diseases to exacerbating mental health issues. It's a wake-up call with a syllabus, urging us to connect the dots between our environment and well-being.
"Justice" -- Hmmm. Pretty straightforward. And a great basis for debating morality without the dinner table drama. This one gets into the philosophical underpinnings of justice, equality, and rights, challenging you to think critically about ethical dilemmas and the principles that govern our society.
"Citizen Politics in America: Public Opinion, Elections, Interest Groups, and the Media" -- So here you'll start unraveling the puppet strings of democracy, gain insights into the forces that shape American politics, from media influence to interest group lobbying, and just be smarter. It's like peeking behind the curtain of the political theater.
"Rhetoric: The Art of Persuasive Writing and Public Speaking" -- I am not going to be taking this one unless I have more time on my hands, but your should... it's all about mastering the art of convincing without conniving. Enhance your communication skills by studying the techniques of persuasive writing and oratory. Ideal for anyone looking to make their voice heard in a crowded room... or inbox.
"Exercising Leadership: Foundational Principles" -- Yes yes yes! All about leading without the need for a crown or scepter. This course offers tools to mobilize people and tackle tough challenges, emphasizing adaptive leadership. Because true leadership is about influence, not titles.
"Women Making History: Ten Objects, Many Stories" -- Because herstory deserves a spotlight too. Discover the narratives of American women through ten historical objects, shedding light on their roles in shaping the 20th century. It's a tangible journey through the often-overlooked contributions of women.
"Our Information Emergency: Navigating the Media Environment" -- Decoding the news without losing your mind? Yes, please. In an age of information overload, this course helps you critically assess media sources and understand the dynamics of today's media landscape. It's your compass in the digital information jungle.
These courses aren’t just academic exercises. They’re tools for thinking, for questioning, for understanding the world as it is... and for shaping what it could be. Happy learning!
THE POLITICAL: Trade Partnership (Or, How Not to Do It)
In 2025, political loyalty in America is on life support.
Both parties, once pillars of ideological identity, are fracturing under internal divisions and shifting values.
Citizens are increasingly abandoning party lines, seeking refuge in independent affiliations and personal convictions.
Traditional voter blocs are unraveling.
The Democratic Party is splintering, fractured by deep divides over race, identity, foreign policy, and core values. Champions of social justice have split into extremes and moderates, often at odds over issues like antisemitism, Israel, and Hamas terrorism. Once vocal support for DEI, immigrant rights, and refugee protections has quieted, as leaders backtrack to avoid backlash and political fallout.
A notable poll indicates that Rep. Alexandria Ocasio-Cortez leads Sen. Chuck Schumer 54% to 33% among likely Democratic voters in New York City, reflecting a shift towards more progressive candidates and dissatisfaction with traditional leadership (nypost.com).
Meanwhile, the Republican Party has largely been absorbed by MAGA. Fiscal conservatism? That’s a relic. Today’s GOP is defined by xenophobia, divisiveness, and a willingness to erode civil rights in the name of “freedom.” The party’s small, moderate wing is powerless to stop the Trump train.
Amidst this polarization, a growing number of Americans are identifying as independents. Pew Research Center reports that approximately 35% of registered voters now consider themselves independents, reflecting a desire to distance themselves from partisan conflicts and seek alternative political pathways (credit - pewresearch.org).
As individuals grapple with all sorts of uncertainties (see the first three sections above), communal bonds weaken, and trust in collective institutions diminishes. (credit - Vanderbilt University)
In this climate, Americans are prioritizing personal survival over collective progress. The traditional structures that once provided stability and belonging? They’re no longer reliable.
The challenge ahead is fostering unity in an era of fracture. Loyalty to institutions, to parties, even to each other… they’re all dissolving.
As political parties reassess their identities and individuals search for meaningful connection, there’s a narrow window to redefine loyalty, not as blind allegiance to broken systems, but as a shared commitment to values, principles, and mutual support in navigating an increasingly complex world.
But really... the big question isn’t how to stop it.
It’s whether we can build something better from the ruins.
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