Brand loyalty doesn’t look the same for young consumers as it did for previous gens. Instead of sticking with one company no matter what, many Gen Z and Millennials take a more flexible approach. In fact, YPulse’s Brand Loyalty data shows most young consumers consider themselves “loyal-ish” to most brands—not completely committed, but not indifferent either. Online, they’re exposed to endless options and the ability to compare products instantly every day, while rising living costs have made them even more intentional about where their money goes. That means loyalty today often looks more like preference than commitment: young consumers might...