American Express $AXP has unveiled its most significant overhaul to date for its U.S. consumer and business Platinum Cards. The upcoming changes—set to roll out later this year—underscore the company’s strategic focus on attracting a younger, experience-oriented demographic, particularly Millennials and Gen Z, who collectively accounted for 35% of U.S. consumer spending in the previous quarter. The revamped offerings are not limited to benefits alone; the issuer is also transforming the physical design of its Platinum Cards to better align with contemporary lifestyle aesthetics. These changes mark a pivotal evolution in American Express’s product philosophy, as it adapts to generational shifts in customer preferences.