Millennials,Gen Z Drive 60% of Amex Signups in Q1 2025

American Express, commonly known as Amex, has experienced a significant transformation in its customer demographics, with a marked increase in signups from millennials and Generation Z. In the first quarter of 2025, these two age groups accounted for over 60% of new global Amex signups. This surge is largely due to the lifestyle perks that Amex offers, such as restaurant credits and access to premium experiences, which have become particularly attractive to younger customers. The company has been actively promoting these benefits, recognizing the growing interest from younger consumers who value these lifestyle advantages.

The appeal of Amex to younger generations extends beyond its financial benefits. Many young adults are drawn to the card for its travel perks and the ability to accumulate points through various means. For example, one individual mentioned that by the time he reached college, he had already started collecting Amex points, highlighting the early adoption of credit cards and loyalty programs among this demographic. This trend is further supported by the increasing popularity of travel hacking, where individuals strategically use credit cards to maximize rewards and benefits.

The shift towards Amex among younger consumers is also evident in their spending habits. Younger customers are flocking to the card for its lifestyle perks, such as restaurant credits and access to premium experiences. This trend is part of a broader shift in consumer behavior, where younger generations are more likely to prioritize experiences over material possessions. Amex has capitalized on this trend by offering a range of lifestyle benefits that appeal to younger consumers.

The trend of younger consumers adopting Amex is also reflected in their travel habits. A recent report highlighted that multigenerational vacations are becoming increasingly popular, with a significant portion of millennials and Gen Z parents planning to take their families on vacation. This trend is driven by the desire for quality time and the involvement of children in the planning process. Amex has recognized this trend and has adapted its offerings to cater to the needs of younger travelers, including family-friendly destinations and activities.

In summary, the shift towards Amex among younger consumers is driven by a combination of lifestyle perks, travel benefits, and the ability to accumulate points. This trend is part of a broader shift in consumer behavior, where younger generations are more likely to prioritize experiences over material possessions. Amex has capitalized on this trend by offering a range of benefits that appeal to younger consumers, making it a popular choice among millennials and Gen Z.