Brand loyalty as we know it is declining among Gen Z audiences as they renegotiate the terms of the business-customer relationship. While this generation has the capacity for some of the deepest bonds, brands will need to meet them where they are with a new set of priorities.

Ness has released a credit card that replaces air miles with ways to earn health and wellness-focused rewards. The card makes it easy to earn these perks, meaning holders don't have to change their spending habits to reap the benefits – helping them seamlessly meet their wellness goals.

Joining many brands offering their own credit cards, Swiggy has launched a card that offers cash back and other delivery benefits. Their move highlights people's desires for personalised rewards for loyalty and the ways brands can support India's spenders with everyday luxuries amid inflation.

As the cost of living crisis worsens, British fintech start-up Yonder’s modern mix of transparent charges, fair credit assessments, and a range of perks is shaking up the market through a card-free, membership-driven model. How is this shift appealing to Gen Y and Z's changing spending habits?