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Brand Loyalty Report

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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 U.S. and Canada, fielded in August 2022

Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in August 2022

Additional survey content for Pro users: The types of brands young consumers are loyal too, what Gen Z and Millennials consider as innovative, and brands that they are loyal too.

Recent years' reports on this topic

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North America
Western Europe