Southwest Airlines aims to build loyalty among Gen Z by collaborating with the Southeastern Conference (SEC), a move influenced by the personal ties of its CEO to the conference. This partnership offers visibility across various sports and venues, allowing Southwest to engage with younger audiences who demonstrate lower levels of brand loyalty. Chief Product Officer Jonathan Clarkson emphasizes the necessity of this collaboration to connect authentically with Gen Z and effectively respond to changing customer behaviors driven by generational differences.
"The SEC may be synonymous with football, but there are so many sports and so many teams within that. And so many venues where your brands can show up in a genuine way."
"As Southwest navigates generational shifts in customer behavior, connecting with Gen Z becomes increasingly vital as they show lower levels of brand loyalty when it comes to airlines."
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