How Gen Z Made American Express Cool Again

‍How Gen Z Made Amex Cool Again: From Luxury Lounges to Festival Flex

American Express used to be your parents’ flex card—reserved for first-class flyers and power-lunching execs. Now? It’s showing up in TikToks, at music festivals, and inside Gen Z wallets. Yep, the same brand that once screamed corporate prestige has officially entered its cool era—and Gen Z is the reason.

In Q1 2025 alone, Gen Z and Millennials made up over 60% of new global Amex signups. That’s not just a vibe shift—it’s a full-blown generational takeover. With influencer buzz, curated experiences, and rewards that actually align with our lives (Uber Eats over airport upgrades, anyone?), American Express has gone from “your dad’s wallet” to “your favorite card to pull out at brunch.”

So, how did this 170-year-old credit giant make itself Gen Z-friendly without losing its luxury edge? Here’s the full story.

💳 From Black-Tie to TikTok: The Amex Rebrand

Let’s rewind. For most of its life, American Express was the poster child for elite financial status. It got you into business lounges, premium hotels, and, if you were Tina Fey, VIP everything.

But the old-school image wasn’t gonna cut it with Gen Z—arguably the most brand-aware, experience-obsessed generation yet. So Amex pivoted hard. Out with the “private jet” vibes, in with Coachella activations, early Resy reservations, and 4x points on tacos and tapas.

📈 Gen Z, Debt & Why Amex Saw an Opening

Unlike Millennials, who were shaped by the Great Recession and student debt, Gen Z entered adulthood during the pandemic stimulus era. And they’ve been way more willing to take financial risks—think crypto, meme stocks, and yes, high-reward credit cards.

A 2023 TransUnion study found that 84% of Gen Zers aged 22–24 already had at least one credit card—23% more than Millennials at the same age. And they’re not just swiping for gas and groceries.

"There's something about getting 4x points on dinner that just hits different."

Same. And American Express leaned in hard. They saw where we were spending—and gave us rewards that match: food delivery, streaming discounts, and even free TSA PreCheck for that hot girl airport aesthetic.

🍕 Dining Is the New Travel Perk

Let’s be honest: most of us aren’t hitting private jets anytime soon. But dinner at that new rooftop spot with a Resy waitlist? That’s the dream.

Amex got the memo. Instead of just banking on luxury hotels, they expanded into dining as a lifestyle experience:

• Bought Resy in 2019 for restaurant reservations
• Acquired Tock and Rōm in 2024 to lock down the foodie market
• Partnered with chefs, restaurants, and even offered tutorials + tasting events

Plus, Amex Gold now offers 4x points on restaurants globally. So yes, your late-night ramen count is paying off.

🪩 The Festival Flex: Why Amex Is Everywhere You Wanna Be

Scroll TikTok and you’ll see it: creators showing off the ding-ding of their metal Amex Platinum cards before heading to Coachella. That’s not by accident.

Amex has gone full Gen Z by building IRL clout experiences at:

• Music festivals
• Sporting events
• Film premieres
• Pop-up lounges

They’re literally creating branded “experiences” at events Gen Z is already obsessed with. Think: free drinks, early entry, and content-ready backdrops. And influencers are loving it.

“My first stop at Coachella every year? The Amex Experience.” – basically every TikTok travel girlie

🔁 A Business Model Built for Loyalty

Here’s why Amex is playing the long game better than most: they own the entire system. Unlike Visa and Mastercard (who just run networks), Amex acts as:

• Issuer
• Acquirer
• Processor

That means they know everything—from how you spend to where you swipe. And they use that intel to fine-tune their rewards, keep you coming back, and build an ecosystem that’s scary smart.

It’s why Gen Z cardholders tend to stay loyal—even with hefty annual fees (Platinum's is pushing $700). Amex just keeps adding value, and we keep swiping.

🧠 Financial Smarts, Gen Z Style

Despite the stereotype of Gen Z being reckless with money, Amex reports that Gen Z’s FICO scores and delinquency rates are actually outperforming. Translation: we're spending, but we’re not being dumb about it.

The brand even acknowledges that their newer customer base is “more premium” than pre-2019—AKA we’ve got good credit, solid income, and taste.

And yeah, we want our money to do something. Whether that’s racking up travel points, scoring exclusive dining perks, or just flexing a metal card on Instagram.

🥊 The Competition Is Watching

Of course, Amex doesn’t exist in a vacuum. The other credit giants—Chase, Capital One, and even Discover—are hustling to catch up.

• Chase Sapphire Reserve is the most direct competitor, offering airport lounge access and premium travel rewards.
• Capital One just started building out its own luxe lounges.
• They’re even acquiring Discover to expand their ecosystem.

Still, Amex has the early-mover advantage. They were the first to really understand that Gen Z doesn’t just want to save money—we want experiences. And we’ll pay for cards that give us both.

🏁 Is Amex the New Gen Z Status Symbol?

Not in the “I have a Lambo” kind of way. But yes—in the sense that it reflects a lifestyle: smart, social, and experience-driven.

You don’t get a Platinum Amex just for the perks. You get it because it says something about who you are. And in a generation where aesthetics and alignment matter, that’s the move.

So whether it’s for 4x points on pasta, TSA PreCheck, or backstage access at Coachella, Gen Z isn’t just making Amex cool again—we’re reshaping what cool even means.

Stay tapped in to the brands rewriting the rules with Gen Z at Woke Waves Magazine.
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