Young consumers today—both Millennials and Gen Z—have a reputation for being completely brand disloyal. But how much truth is there to the declarations that loyalty is dead among the next generations? We found that almost eight in ten 13-34-year-olds consider themselves loyal to one or more brands, and explored what that loyalty looks like—from the categories in which they feel brand names matter to what would make them switch brands, and more. It turns out young consumers today are loyal-ish: they’ll stick to brands, but you have to do just the right things to keep them coming back, and some are more loyal than others. Our deep dive includes a profile of four different young consumer groups divided by their level of loyalty to help brands target the right consumers.