What Makes Younger Consumers Loyal? And How Can Charity Lotteries Use This to Win Them Over?

 By Phillip Gerrish, Marketing Services Manager | December 2025 |

In a world of almost infinite choice, younger consumers are often less loyal by default, but on the other hand, can be fiercely loyal once they’re won over. Brands that win their hearts win their repeat business. For charity lotteries, this offers both a challenge and an opportunity: how can we tap into what really matters to Gen Z and younger millennials to build lasting loyalty?

Unlike older consumers, younger people aren’t loyal out of habit. They’re loyal because of alignment with values, identity, and experience. Loyalty isn’t passive anymore, it’s an active, emotionally charged choice.

Key loyalty triggers for younger consumers:

1. Purpose and values
   They care about why a brand or cause exists. 83% of Gen Z want to support brands that align with their values. Authenticity, inclusivity, and social impact matter more than tradition.
2. Personalisation
   They expect tailored experiences. 72% are more loyal to brands that personalise communication, rewards, or content based on their preferences or behaviour.
3. Community and belonging
   Loyalty is social. Being part of a like-minded group or movement fosters deeper engagement.
4. Gamification and experience
   Younger audiences are experience-first. They’re drawn to play, challenge, status, and digital interaction. Loyalty becomes stronger when it feels fun and interactive.
5. Recognition and influence
   They want to be seen, heard, and acknowledged. Brands that recognise their contributions publicly or privately earn long-term trust.
6. Transparency and trust
   If it’s not clear and honest, they’ll walk. They want to know how money is used, where impact happens, and what real outcomes their involvement creates.

Applying These to Charity Lotteries

Younger people do play lotteries but often drop off fast if the product feels old-fashioned or irrelevant. Here’s how to apply modern loyalty triggers to charity lottery products.

Lead With Mission, Not Mechanics

Don’t just sell a draw, sell the cause. Young players want to feel they’re part of something bigger than the lottery itself.

• Show exactly what their ticket supports (“You funded X hours of nursing care this year”)
• Use short videos or real-world stories to bring impact to life
• Align with trending causes (climate, mental health, youth empowerment, DEI) where authentic and relevant

Avoid: Vague “support a good cause” language. Be specific, emotional, and real.

Make the Experience Personal

Move away from batch-and-blast (sending one generic email to a large group of recipients) communications. Use segmentation and behavioural data to deliver tailored journeys.

• “You’ve been playing for 3 months, look what you’ve helped fund!”
• Birthday messages, location-specific stories, or interest-aligned campaigns
• Custom loyalty rewards or recognition communications based on engagement level

Create Community, Not Just Campaigns

Younger people tend to stick around where there is a shared identity.

• Encourage user-generated content: “Why do you play?” videos or testimonials
• Share social stats: “Over 2,000 young people like you joined this month”
• Create discussions on social media or other spaces to access engaging content such as an online lottery account

Gamify the Loyalty Journey

Make the journey fun and visual, think Duolingo, Strava, or Spotify Wrapped.

• Recognition at key milestones of number of weeks played
• Rewards at key milestones in the journey, bonus entries are easy to apply to this
• “Next level” language: turn donors into members, supporters, champions

The goal: make the player feel progress and status through continued play.

Recognise and Reward

Recognition matters. Young players want to be seen.

• Send personalised “thank you”s with real impact stats
• Feature supporters in social posts or email shout-outs
• Offer access to exclusive behind-the-scenes content maybe via an online lottery account

Even a digital thank-you card signed by staff or beneficiaries can go a long way.

Be Transparent and Responsive

Loyalty dies quickly when trust is lost.

• Show how proceeds are used visually and succinctly
• Be honest and authentic when things don’t go to plan (“This month, donations were lower, but here’s how we’re adapting.”)
• Answer questions quickly on social or in email
• Expand your FAQs with why you run a lottery, how it’s managed and where the money goes

By applying the psychology of modern consumer loyalty (purpose, personalisation, play, and trust) charity lottery operators can transform younger players from casual participants into long-term advocates.