Millennials may be the most brand-loyal generation, but it is important to note that their loyalty is highly selective. As an article on ChiefMarketer.com points out, Millennials lean away from the traditional punch-card programs based on the number of visits to a store that have long been a staple loyalty program.

While market researchers and cultural commentators have pegged Millennials as unpredictable and inconsistent, this is simply untrue. What they want from brands is clear—they want loyalty programs that transcend the transaction, genuine experiences, customer engagement and convenience. This infographic from business software giant Oracle shows how Millennials have redefined brand loyalty as a two-way street, demanding personalized, relevant experiences in return for their commitment.