Brand loyalty is defined as the tendency to buy the same brand over competing brands. However, Gen Z and Millennials are challenging what loyalty means to them. Despite the whispers about Gen Z and Millennials being disloyal to brands, young consumers are loyal when innovation is present and products are constantly accessible. While they may believe they are loyal to brands, in YPulse’s 2016 Loyal-ish report, we discovered that young consumers are actually loyal-ish to brands—and this still holds true today. In this year’s Brand Loyalty report, 13-39-year-olds tell us exactly what it means to be ”brand loyal,” and what’s keeping them tethered to certain brands/products. Download the full report for insights on: How Gen Z and Millennials consider themselves brand loyal, but are actually loyal-ish The top two factors that would make young consumers stop being a brand/product What innovation, product experimentation, and improved products means to Gen Z young consumers Report length: 18 pages North America report is based on a survey of 1500 13-39-year-olds in the...
