B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
23%
23% -- customer engagement wallet premium for fully engaged customers (2025)
Fully engaged customers deliver a 23% premium in share of wallet, profitability, and relationship growth compared to average customers according to Gallup research.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
23%
Unit
Percentage
Data Vintage
2025
Entity
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Gallup
Primary
Tier B
https://membersmart.ai/blog/new-generation-of-members-gen-z/ ↗
Source Article
New Generation of Members: Gen Z Expectations & MX Guide
Most associations still market membership as a status. A credential. A logo. A line on a résumé.
The new generation of members doesn’t buy status. They buy progress.
Gen Z and younger millennials grew up with one-click checkouts, algorithmic feeds, and communities that respond in seconds, not weeks.…
Original Research
Gallup
· Original study ↗
Methodology
Gallup research on customer engagement, cited by Membersmart
Methodology documented
Segmentation
IndustryRetail
RegionGlobal
RoleAll marketers
Channelmulti-channel
Cite this stat
Plain Text
fully engaged customers: 23% customer engagement wallet premium. Source: Gallup (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/engaged-customer-wallet-premium-gallup
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<blockquote cite="https://lighthousedata.io/data/engaged-customer-wallet-premium-gallup" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>23%</strong> -- customer engagement wallet premium for fully engaged customers<br><small>Source: Gallup (2025) · <a href="https://lighthousedata.io/data/engaged-customer-wallet-premium-gallup" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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