Brand loyalty among young consumers is having a moment—and the reasons behind it may reveal as much about economic anxiety as they do about genuine brand affection. In this report, you’ll find out how brand loyalty has shifted across Gen Z and Millennials in 2026, which brands are winning their long-term trust, and what’s actually driving them to keep coming back. You’ll also get a clear picture of what young consumers want from loyalty and rewards programs (hint: skip the surprises and give them real savings), and which industries have the biggest opportunity to lock in members. Whether you’re building a loyalty program, refining your brand positioning, or figuring out how to compete with legacy names, this report gives you the data and context to do it more strategically.
In YPulse’s 2026 Brand Loyalty Report, we explore how brand loyalty has changed for Gen Z, what keeps them coming back to their favorite brands, who those brands are, and what they really want out of loyalty / rewards programs.
Report length: 20 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded January 2026. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in January 2026
