Apple and Nike are the two brands most Gen Z consumers are loyal to and would recommend, according to new research from Rival Technologies.
The study of 903 Gen Z consumers across the United States and Canada found that those who feel understood are roughly nine times more likely to be unconditionally loyal to a brand than those who feel misunderstood: 45% vs 5%. And only 11% of Gen Z consumers say brands understand them “really well,” a disconnect that could have significant implications for loyalty. Highlights from the study:
- Gen Z can be loyal. Sixty-four percent said they stick with a brand they like rather than switch based on price or try something new.
- Influencers rank last for loyalty. Despite brands’ investment in creator marketing, influencer recommendations ranked last among the loyalty drivers measured, cited by 9% of participants.
- Price, value and quality come first. Price and value (82%) and product quality (80%) far outranked alignment with personal values (36%) as factors that influence loyalty.
- U.S. Gen Z consumers are more likely to feel understood. Gen Z consumers in the United States were nearly three times as likely as those in Canada to say brands understand them “really well” (17% compared with 6%) and about twice as likely to be unconditionally loyal.
- Negative reactions increase with age. Negative reactions to brand messaging rose from 22% among 18- to 20-year-olds to 34% among 25- to 29-year-olds, while disengagement remained high across every age group.
Following Apple and Nike in the top 10 list of “most loyal brands” are Costco, Adidas, Samsung, Amazon, Lululemon, CeraVe, and (tied) StarBucks, Uniqui, Dove, and Walmart.
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