Amex is making significant efforts to attract Gen Z and millennials, now acquiring 68% of its cards globally, through lifestyle-centric perks and experiences.
The company partners with pop stars and festivals, providing exclusive access and benefits, capturing the attention and loyalty of younger customers who value these experiences.
Amex’s strategy is to cultivate a strong relationship with younger demographics by focusing on entertainment and dining, aiming for long-term customer loyalty as incomes rise.
With 60% of Gen Z identifying as 'super fans' of artists, Amex leverages this passion to enhance its appeal through exclusive artist partnerships and events.
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