Several panelists emphasized the importance of understanding generational differences. “Gen Z doesn’t trust easily,” said Wheeler. “They want brands that are purpose-driven and provide tangible value.”
Balicki noted that despite the perception that Gen Z lacks loyalty, they can be extremely engaged—if the experience feels right. “Sephora, for example, does it well. Their loyalty program, personalization, and content all click with that audience,” she said.
“Consumers can tell when something is algorithmically served,” added Elizabeth Johnson, CEO at Pathformance. “But when the consumer does see the brand being authentic and served to them in the right moments, they really respect that.”
Offline experiences and emotional storytelling
Authentic connection isn’t limited to digital. Panelists noted that brands like Chewy and Domino’s build long-term advocacy by delivering meaningful, emotional moments.
Joy Hoover, founder of Esōes Cosmetics shared a touching early experience following the launch of the company’s patented smart lipstick: “We had some tech issues, and I personally called customers to walk them through it.” Hoover recalled telling one customer, “Your safety is our No. 1 priority,” and she was floored to hear the customer say, “We know that.”
Even inconsistencies can build trust when rooted in honesty and authenticity. “Our founder talks about radical inconsistency,” shared Jeff Lin, VP of growth at Flamingo Estate. “For instance, our tomato-scented soap smells different depending on the harvest, season over season, and we celebrate that. When compared to our direct competitors, we provide a value exchange backed by emotional storytelling.”
Featured Conversation Leaders
- Robin Wheeler, Chief Revenue Officer, Fetch
- Carmen Gonzalez-Meister, General Manager, Food, Fetch
- Olivia Balicki, CRM and Loyalty Activation Lead, Deloitte Digital
- Mike Beyman, Chief of Staff/Head of Strategy and Operations, ADWEEK
- Lauren Griewski, Managing Director, Head of Sales and Partnerships – Chase Media Solutions, JPMorganChase
- Joy Hoover, Founder, Esōes Cosmetics
- Elizabeth Johnson, CEO, Pathformance
- Jeff Lin, VP, Growth, Flamingo Estate
- Matthew Liu, Head of Marketing, Looloo