PepsiCo Partners with Retailers to Decode Gen Z Loyalty and Personalization Drivers

PepsiCo is working closely with retail partners to better understand and influence Gen Z loyalty — leveraging data, behavioral segmentation, and tailored promotions to engage younger consumers who expect more from brands and channels alike.

The company is using joint analytics and shopper research to map how Gen Z navigates physical stores, ecommerce, and social platforms. Findings show that younger shoppers are less influenced by traditional loyalty programs and more motivated by relevance, shared values, and hyper-personalized experiences.

In response, PepsiCo is co-developing digital campaigns, real-time rewards, and contextual product placements with retailers — aimed at earning loyalty not through points, but through presence and authenticity. The strategy aligns with the company’s broader goal to future-proof its portfolio through stronger emotional and behavioral connections with next-generation consumers.

corpbrief insight:

For Gen Z, loyalty isn’t transactional — it’s relational. PepsiCo’s retail partnerships show that CPG brands can no longer just earn repeat purchases; they have to earn attention, alignment, and trust.