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What Does Brand Loyalty Mean to Gen Z?

If a brand wants to win over Gen Z, it comes down to three things: the best deal, great quality, and a steady flow of fresh products…

Written and Edited by the YPulse Editorial Team

Mar 17 2025
North America

KEY TAKEAWAYS

For Gen Z, brand loyalty isn’t about sticking to just one brand, especially when cost is a factor
They consider themselves loyal to brands they love, even if they purchase or try products from their competitors
They’re more likely to stay loyal to brands that are affordable, high quality, and innovative

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....