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Navigating the Gen Z Paradox: Brand Loyalty vs. Value-Based Shopping






In her insightful piece on Gen Z and brand loyalty, Rebecca Brooks, founder and CEO of Alter Agents, highlights key attributes of this dynamic demographic. Brooks' research shows that Gen Z, the latest generation to hit adulthood, are not only diverse and opinionated but are also challenging traditional norms of brand loyalty.


According to Brooks, traditional brand metrics such as awareness and familiarity are losing significance, particularly among Gen Z. They, along with Millennials and Gen X, tend to lean towards disruptive, innovative, and consumer-centric brands, as opposed to older generations like the Baby Boomers who still show brand loyalty.


However, it's worth noting that 50% of consumers surveyed indicated brand loyalty. The study reveals that brand loyalty decreases with each generation, with only 37% of Gen Z considered loyal, compared to 56% of Baby Boomers.


Brooks suggests that businesses keen to engage Gen Z should keep three key points in mind:


1. Digital Natives: Online shopping is second nature for Gen Z. Therefore, businesses should prioritize a robust digital strategy in their marketing and sales plans.

2. Research-Focused: Younger consumers, including Gen Z, tend to conduct more research before making purchases. It's crucial for businesses to have a broad digital presence to reach these demographics effectively.

3. Value-Based Shopping: For Gen Z and other younger generations, shopping is an expression of their beliefs and values. They consider societal impacts like ethical manufacturing, employee treatment, eco-friendliness, and sustainability when making their shopping decisions.


Brooks concludes that while traditional brand loyalty may be fading, especially among Gen Z, a consumer-centric approach that understands their digital behavior, their preferences, and their values could effectively capture their attention. Please ready the original article here


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