SAP Emarsys research: values driven Generation Z to prioritise ethical shopping this Black Friday

According to SAP Emarsys research, 51% of UK Gen Z shoppers will stay loyal this Black Friday to the brands that reflect their values. With 45% planning to shop during the sales period, 19% will intentionally pay more to support those that align with their values; 42% of Gen Z and 40% of Millennials switched brands in the past year over poor sustainability practices.

10,000 shoppers globally were surveyed for this, including 2,000 respondents in the UK.

As we head towards 2026, the brands that win will go beyond communication to anticipation, SAP Emarsys believes. AI will be the secret sauce behind this evolution, enabling marketers to listen, learn, and respond in real-time.

Points and perks are no longer enough. Consumers expect tailored offers, transparent sustainability, and experiences that feel relevant and authentic. And they expect brands to deliver this consistently across channels.

“Loyalty is no longer just a programme”, says Joanna Milliken, CEO at SAP Emarsys: “The most successful brands treat loyalty as part of the entire customer experience, creating relevant, connected journeys that keep shoppers coming back.”

Mizuno

Historically reliant on seasonal campaigns, sports brand Mizuno wanted a more sustainable way to engage its diverse customer base across ten product categories and multiple channels.

By partnering with SAP Emarsys, it says that it unified its customer data and used AI to create personalised journeys - turning one off interactions into long-term relationships.

“We wanted a way to connect the different channels we use to engage with consumers,” says Lisa Fair, Growth Marketing Specialist at Mizuno. “SAP Emarsys helped us bring everything together so we can create more personalised experiences - because that’s what drives real loyalty for us.”

Results as follows:

• 52% year-over-year increase in active customers

• 62% increase in revenue from premium customers

• 35% increase in customer win-backs

• 33% increase in number of orders

 RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.