Co-op and Barnardo's Advocate for Under-18s' Inclusion in Retail Loyalty Schemes

What's Happening?

Co-op and Barnardo's are urging UK food retailers to extend loyalty benefits to 16 and 17-year-olds. Currently, Co-op is the only national food retailer offering independent membership access to this age group, providing them with lower prices, personalized offers, and discounts. Many other retailers restrict loyalty access to those over 18, excluding younger shoppers from discounts like meal deals. Co-op's membership saves young shoppers an average of £60 annually. Research indicates that 73% of teenagers in this age group avoid purchasing food due to higher prices when unable to use a loyalty card. The campaign, supported by Co-op and Barnardo's Youth Advisory Group, aims to amend loyalty schemes to support young people's access to affordable meals.

Why It's Important?

The initiative highlights the economic and social value of including younger consumers in loyalty programs. With the cost-of-living crisis affecting all age groups, extending discounts to under-18s could provide significant financial relief. This move could also foster brand loyalty among younger consumers, potentially benefiting retailers in the long term. The campaign addresses a gap in the market where young people, who are increasingly responsible for their own purchases, are excluded from savings that could support their development and well-being.

What's Next?

The campaign's success depends on retailers' willingness to adapt their loyalty schemes. If more retailers follow Co-op's lead, it could set a precedent for inclusive marketing strategies. The ongoing dialogue between retailers, government, and advocacy groups like Barnardo's will be crucial in driving policy changes. Retailers may need to consider the potential benefits of engaging younger consumers and the positive impact on their brand image.