Millennials more Brand-Loyal and Brand-Conscious than Gen Z

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Chris Beer / August 15, 2017

Millennials represent a significant opportunity for marketers as they come to an age and level of income where long-term buying habits are established.  Continuing our series comparing two generations, we examine how loyal Millennials are to brands in comparison to their younger counterparts in Gen Z.

60% of Millennials identify themselves as brand-loyal, stating that once they find a brand they stick to it, while half describe themselves as brand-conscious. Meanwhile, Gen Z report lower figures of 55% and 42% respectively. The question that arises then is how brands can best engage this younger generation.

One clue emerges when we ask respondents what role they wish brands to play in their life. Where Millennials are most different from the average here is for wanting a brand to improve their image and make them feel cool/trendy, while for Gen Z providing entertaining content performs particularly well. So it seems that Millennials’ loyalty can be targeted through their desire for status, while entertaining content is the key for engaging the less brand-enthused Generation Z.

Generation Z Report Q2 2017