How American Express is courting Gen Z and marketing its brand amid new consumer behavior
AmEx Chief Marketing Officer Elizabeth Rutledge joins the Marketer's Brief podcast to discuss new consumer behavior.
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During COVID lockdowns, American Express saw its customers focus on entertainment bundles and home office items, along with tools for small businesses. Now, pent-up demand for real-life events is influencing new consumer behavior, according to Elizabeth Rutledge, chief marketing officer, who has a front-row seat to changing consumer tastes.
Customers are now looking to shop in person, take trips and attend music and sporting events, she said, speaking on a recent episode of the Marketer’s Brief podcast.
“That’s where AmEx is in terms of trying to help support and create some of those meaningful moments for those cardmembers,” she said.
AmEx is also focused on younger cardholders, particularly millennials and Gen Z, she noted.
“They’re a large part of our existing base and they’re the fastest growing age cohort,” Rutledge said. She noted that AmEx has been active with digital experiences as well as in-real-life events such as Wimbledon, where it hosted a fan experience and cardmember lounge and was also a partner on a virtual metaverse offering called Virtual Hill.
On the podcast, Rutledge also discussed AmEx’s annual Member Week and what kinds of perks and trends she’s seeing resonate with customers and potential customers.
