Level of loyalty towards favorite brands by age

During an early 2020 survey, 75 percent of Generation X respondents (born between 1965 and 1980) stated they felt loyal towards their favorite brands, whereas nine percent said they did not. Among Millennials and Generation Z (born between 1981 and 2000), the share of loyal consumers stood at nearly 79 percent.

Level of loyalty towards favorite brands among consumers worldwide as of February 2020, by age group

Characteristic	Positive	Neutral	Negative
-	-	-	-
-	-	-	-
-	-	-	-

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Release date

February 2020

More information

Region

Worldwide

Survey time period

as of February 2020

Special properties

among consumers from Australia, Brazil, Canada, France, Germany, Japan, Mexico, the Netherlands, the United Kingdom, and the United States

Supplementary notes

Original question: "¿En qué medida eres leal a tus marcas preferidas? / How loyal do you feel toward your favorite brand(s)?"
The source does not provide information about the methodology of the survey. The date provided is the release date.
The source defines the generations as follows:
- Millennials/Generation Z: born between 1981 and 2000,
- Generation X: born between 1965 and 1980,
- Silent Generation/Baby Boomers - born before 1965.

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