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Consumer attitude towards brand loyalty worldwide in Q2 2017, by generation

During a survey analyzing the relationships of young global consumers with brands, it was found that a large majority of Gen Y and Gen Z consider themselves brand conscious people, although Gen Z slightly less so than Millennials. The latter group was also a little more loyal to brands than 16-to-20-year olds, with 60 percent claiming to stick to brands they liked, compared to 40 percent of Gen Z who said the same.

How do Gen Z and Gen Y perceive brands and advertising?

Unlike the other age groups, both Millennials and Gen Z are inclined to gravitate towards more personal experiences with companies and their advertising. Instead of dry, brand-created promotional material, young consumers respond better to user-generated content as well as personalized offers and communication. They better recall and react to ads that are catered to their interests and needs. That is why their view of online ads is more positive, seeing that they perceive internet advertising as more relevant. As a result, global retailers focus their spending on these two groups, whereas they tend to decrease their marketing budgets for Baby Boomers and seniors.

Millennial and Gen Z consumer relationship with brands worldwide in 2nd quarter 2017

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Release date

August 2017



Survey time period

Q2 2017

Number of respondents


Age group

14-34 years

Special properties

*Millennials n=34,349; Gen Z n=9,243

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