Let’s start with a hard truth: your customers aren’t the same as they were a decade ago. Studies show entitlement is rising—not just anecdotally, but measurably. Let’s just take one group: The rich. Research from Stanford reveals that individuals raised in affluent households who maintain high socioeconomic status as adults report uniquely high levels of entitlement compared to their peers.[1] And OK. You’d probably expect this. (They are the rich after all.)
But it’s not just them. Look around you. It’s everyone. Your DoorDash doesn’t get delivered in 25 minutes? You’re upset. You complain about your Uber driver talking while he or she takes your somewhere even though you could’ve walked or taken the subway. You demand to be served immediately even though there’s a long line ahead of you.
The list goes on.
And while it is said that Gen Z. might be the worst generation for this, it isn’t just a “kids these days” gripe. Entitlement is everywhere, corroding trust, collaboration, and empathy. When customers believe they deserve more for less, businesses face steeper climbs to earn satisfaction. But here’s the good news: best-practice marketing can turn this challenge into opportunity.
First, let’s talk quickly about why entitlement is rising and how your brand can adapt—ethically and effectively.
Why Are Customers More Entitled? Blame Technology (and Ourselves)
Entitlement isn’t born in a vacuum. It’s fueled by three accelerants:
- The Convenience Economy: Remote controls, voice assistants, and one-click deliveries have rewired expectations. Why wait when Siri can answer instantly? Why visit a store when Amazon delivers tomorrow? These innovations aren’t “bad,” but they’ve created a baseline assumption: effortless solutions are the norm.
- Social Media’s Highlight Reels: Platforms like Instagram glorify curated perfection, skewing perceptions of “normal” success. When everyone seems to have it all, customers feel cheated if their experience falls short.
- Corporate Exploitation: We’re to blame too. Corporations monetize impatience—using dark patterns to exploit FOMO, rush decisions, and prioritize profits over people. Customers now mirror that transactional mindset.
The result? A population increasingly inclined to demand rather than request, complain rather than compromise.
How to Market in the Age of Entitlement
Entitled customers aren’t going away. But brands that lean into empathy, personalization, and proactive service can thrive. Here’s how:
No. 1: Double Down on Customer Research
Generic demographics won’t cut it. Use tools like:
- Behavioral analytics to track what customers do (not just what they say).
- Surveys with incentives to uncover pain points (e.g., “What frustrates you about our industry?”).
- Generational insights: Younger cohorts prioritize authenticity, while older ones value reliability.
For example, a 2024 study found that 81% of consumers prefer personalized experiences[2], but only 35% feel brands truly understand them. Close that gap.
No. 2: Personalize, Personalize, Personalize
Here’s an example. I’ve bought things from Fanatics, the online retail store dedicated to sports teams (both college and pro). Because I’m an Ohio State fan (and I’ve bought lots of Ohio State merchandise in the past, do they ever send me Michigan (OSU’s rival) merchandise? Hell, no. I get emails from them specifically tailored to my teams and my interests.
Today’s gold standard is dynamic customization:
- Tailored product recommendations (à la the Fanatics example, or Amazon’s “Frequently Bought Together”)
- AI-driven content that adapts messaging based on browsing history or purchase patterns.
- Hyper-targeted ads using first-party data (e.g., retargeting cart abandoners with discounts).
Even small touches matter. Today, you build in personalized messaging in emails, through video and other automation.
No. 3: Leverage Data to Anticipate Needs
Yes, entitled customers expect you to read their minds. Get close by:
- Tracking micro-behaviors: Time spent on pages, click-through rates, and search queries reveal unmet needs.
- Preference centers: Let customers self-identify interests (e.g., “Select topics you care about”).
- Predictive analytics: Flag at-risk buyers before they churn.
No. 4: Elevate Customer Service as a Marketing Tool
A single bad interaction can cost you 75% of potential referrals. Differentiate with:
- 24/7 support channels (chatbots for quick fixes, humans for complex issues.
- Proactive check-ins: “We noticed your order arrived—need help setting it up?”
- Empathy training: Teach reps to acknowledge frustrations before solving problems.
No. 5: Build Communities, Not Just Campaigns
Entitled customers can feel isolated. Combat this by fostering belonging:
- User-generated content campaigns (“Share your story”).
- Loyalty programs with tiered rewards (e.g., exclusive perks for top spenders).
- Social responsibility initiatives: Align with causes your audience cares about.
Conclusion
Rising entitlement isn’t a phase—it’s the new reality. But instead of lamenting it, which we all do sometimes, lean into marketing that’s human-first. By combining data-driven insights with genuine care, you’ll not only meet heightened expectations but build loyalty that outlasts trends. Need help? Contact us for a free, 30-minute consultation to discuss any of your marketing challenges.
[1] https://pacscenter.stanford.edu/wp-content/uploads/2020/12/psychologyofentrenchedprivilege.pdf
[2] https://martech.org/what-is-personalized-marketing-and-how-is-it-used-today/
