Recent reports suggest brand loyalty is declining, but YPulse’s Brand Loyalty report tells a more nuanced story. The majority of Gen Z consumers still see themselves as loyal to some extent: 79% of 13-17-year-olds and 77% of 18-24-year-olds agree, “I consider myself loyal to one or more brands.” But Gen Z’s idea of brand loyalty isn’t the same as it was to older gens. When we ask them to define their level of commitment (if they’re not loyal, very loyal, or “loyal-ish”), 60% of 13-17-year-olds and 57% of 18-24-year-olds consider themselves “loyal-ish” to certain brands—not completely committed, but not indifferent either. Growing up with online shopping, endless product choices, and constant marketing noise has made them harder to impress and even harder to convert into loyal customers. So, if Gen Z is redefining what brand loyalty means, what exactly does it look like in their eyes? The key is understanding Gen Z’s version of loyalty; how “sticking by a brand” and also being willing to try another coexist. In YPulse’s...
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