article

NA vs WE: Who Is More Brand Loyal?

Gen Z and Millennials aren’t known for being brand loyal. But how does this compare between North America and Western Europe?

Written and Edited by the YPulse Editorial Team

Aug 15 2023
North America, Western Europe

KEY TAKEAWAYS

YPulse has long said that Gen Z and Millennials are “loyal-ish” to brands, and in both regions, this holds true today
Young North Americans say they’re more loyal to brands while young Europeans are more loyal-ish
But young Europeans are staying more devoted to international brands

Though we often see the same names topping their favorite brand lists (hey, Nike), Gen Z and Millennials don’t have a reputation for brand loyalty. When it comes to buying the same brand over competing brands, these gens are known to stray. But as we found in our 2016 trend report, Gen Z and Millennials are actually Loyal-ish: they will stick to brands, but those brands have to do just the right things to keep these young consumers coming back. In the years since, their loyal-ish behaviors have not changed: our new Brand Loyalty behavioral report found that 77% of Gen Z and...