An Effortless Future: How Gen Z is redefining effort, loyalty and what "good" looks like online

In 2026, many brands are still investing digital budget in campaigns, features and rebrands that fail to drive loyalty or long-term growth.

Our research shows that digital effortlessness has become the defining factor in how brands are judged. Gen Z may be setting the benchmark, but these expectations are now shaping behaviour across every generation.

Inside An Effortless Future, you’ll find:

→  New data revealing where friction erodes loyalty

→  Insight from UX, technology, strategy and creative leaders on what “effortless” really means in practice

→ A practical approach to using imperfect or ‘bad’ data to design lower-effort experiences

→ Clear recommendations to help you move from principle to implementation

→ Visual frameworks and infographics you can use internally

If you lead digital, product or brand experience, this report will help you focus effort (and budget) where it actually makes a difference.

Access all of the insight and get ready to unlock your Gen Z advantage here.