Generation Z - brand loyalty or connection to brands 2017

This statistic shows the results of a 2017 survey among members of the so-called Generation Z, the generation born in the mid-Nineties. The respondents were asked if they feel a strong connection or loyalty to brands. During the survey, 46 percent of the group aged 19 to 21 years said they have a strong connection or loyalty to a brand.

Share of Generation Z members who say they have a strong connection or loyalty to a brand as of 2017, by age group

Age groupShare of respondents
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Release date

July 2017



Survey time period


Number of respondents

15,600 respondents

Age group

13-21 years

Supplementary notes

The exact wording of the question was not provided by the source.

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