How American Express Builds Brand Loyalty Through Real-Life Experiences
AMEX are rewriting the rulebook on how brands connect with their audiences.
No longer boxed into the "traditional finance" category, AMEX is winning over Gen Z and Millennials by doubling down on real-life experiences. It's become more than a credit card provider, it's positioning itself as an experience enabler, showing up in the moments that matter, from festivals and exclusive events to the stories people share online.
Here’s how American Express is building a fiercely loyal community through experiences that matter.
AMEX’s Glow-Up. Speaking Gen Z’s Language
Let’s face it, no one wants to feel like they’re being sold to. And AMEX gets it. That’s why their strategy has been all about talking with younger generations, not at them. It's out with the old school corporate jargon and in with messaging that’s fluent in authenticity.
Gen Z and Millennials value experiences, inclusivity, and brands that get them. So AMEX has rebranded itself as a lifestyle partner, rather than simply a credit card company. From offering access to bucket list experiences to curating events that scream exclusivity, AMEX is leaning into what younger audiences care about most, and speaking their language in the process.
CEO Stephen Squeri highlighted the brand’s evolution, noting that 60% of new card acquisitions are now Gen Z and Millennials. To achieve this, AMEX has increased its marketing investment from 19% in 2019 to 32% today, signalling a significant commitment to reaching younger audiences.
Festival Flex: Loyalty Through Real-Life Moments
If you’re going to connect with Gen Z and Millennials, festivals are the promised land, and AMEX is headlining.
Take Coachella in California or All Points East (APE) and British Summer Time (BST) in London, for example. These partnerships are a full-scale experience.
Fast track entry? Check. Exclusive lounges? Check. VIP all day long? Double check.
These perks make the festivals more fun, and they cement AMEX as the brand that makes things happen.
By showing up and adding real value, AMEX turns what could be a one-off interaction into the start of a long-term relationship. And it works: a 2023 study by EventTrack found that 91% of consumers feel more positive about brands after participating in events and experiences, proving that festivals are a fast track to loyalty.
These activations are part of a broader trend where AMEX focuses on moments that matter, using cultural relevance to strengthen emotional connections with its audience.
By integrating into these events, AMEX reinforces its image as a brand that understands and enhances the lives of its customers.
Data = AMEX’s Secret Sauce
Here’s the thing: AMEX doesn’t just throw out offers and hope for the best. This brand has a secret weapon, and it’s data, lots of it. Every time you book a trip, grab a latte, or snag those pre sale gig tickets, AMEX is quietly taking notes.
They use this data to personalise everything, from marketing emails to exclusive perks, ensuring that what you’re offered actually makes sense for your life. Love live music? They’ve got you with pre sale tickets. Obsess over travel? Expect a curated list of dreamy getaways. It’s a “we know what you like, and we’re here to deliver” kind of deal. And let’s be real, who doesn’t love a brand that gets them?
72% of consumers say they only engage with marketing messages that are personalised to their interests, according to SmarterHQ. AMEX is thriving because of it.
From “Fans” to Die-Hards
Here’s what sets AMEX apart: it builds die-hard brand ambassadors. And it’s all thanks to how they listen, adapt, and connect. An effective brand activation is more than just a flashy event; it’s about creating moments that resonate so deeply they turn indifferent consumers into people who can’t stop raving about you.
Research from Event Marketer reveals that 81% of event participants are more likely to buy a product or service after an event experience.
AMEX has mastered this by focusing on what its audience actually cares about. It’s about meeting people where they are, making their lives easier, and giving them stories they’ll tell for years. That’s how you build loyalty in the age of swipe culture.
Exclusive & Accessible
Now, let’s talk about balance. AMEX has this premium thing nailed, but it’s also making moves to be more inclusive. While cards like the Platinum Card are perfect for high flyers, offerings like the EveryDay Card and Blue Cash Card are ideal for younger folks just starting out.
This balance means AMEX can stay aspirational without being alienating. Whether you’re splurging on a luxury getaway or just grabbing brunch with friends, there’s a card and a set of perks that fit.
So why does AMEX resonate so well with Gen Z and Millennials? It boils down to three things:
Cultural Fluency: They show up where their audience is. Festivals, exclusive events, TikTok, and even memes.
Hyper Personalisation: Thanks to their data-driven approach, AMEX knows what you need before you even realise it yourself.
Real Life Value: Whether it’s a VIP festival moment or a tailored reward, AMEX makes life better, not harder. It delivers stories people want to share
From Transactions to Lifelong Connections
AMEX’s transformation from a traditional financial services provider to a lifestyle partner is nothing short of brilliant. By focusing on real-life experiences, personalisation, and thoughtful engagement, the brand has redefined what loyalty means in the modern age.
For Gen Z and Millennials, AMEX is a gateway to better, richer experiences. Other brands, take note: this is how you turn everyday transactions into lasting connections.
At Lyra, we help brands build real connections through moments that matter. If that’s something you're looking to do, drop us a line.
