With a focus on independence and originality, Gen Zs are not typically label focused. Furthermore, this demographic does not share millennials’ appreciation for the brand loyalty scheme. In the electronic commerce, a brand advocate is a customer who speaks in favor of a product by passing along word of mouth comments and messages to other potential customers in the hope that they will join in on purchasing from a specific brand. Customer experience goes hand-in-hand with brand advocacy, if brands give customers an exceptional experience, they’re going to tell everyone they know about it via social media, in online reviews, when chatting in-person with their friends and anywhere else they communicate. Customer experience doesn’t just mean customer service, it means living and delivering on brand values, and understanding and connecting with customers on an emotional level.