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Video: How Authenticity Inspires Loyalty

Despite “customer centricity” evolving into buzzword territory, the truth is brands are recognizing that they need to revisit how they cater to consumers in order to remain relevant. While legacy retailers may have once lacked the tools to break out consumers by demographic, successful digital selling now hinges upon this 1:1 engagement—especially with younger buyers. And now it’s a must, according to Nick Molnar, Afterpay founder and CEO.

“A lot of people say millennials are fickle and disloyal, and we’ve seen the opposite is true,” Molnar said. “Millennials are vocally loyal for brands that build that real human relationship with them.”

Watch the video to learn which brands are successfully targeting millennials and Gen Z—and how they’re doing it.