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NA vs WE: Who Is More Brand Loyal?

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

TL;DR

  • 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...

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