Premium
Premium statistics

Industry-specific and extensively researched technical data (partially from exclusive partnerships).

A paid subscription is required for full access.

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

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

by A. Guttmann, last edited Aug 9, 2019
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.
Show more

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

Statista Accounts: Access All Statistics. Starting from $588 / Year
Basic Account
Get to know the platform

You only have access to basic statistics.
This statistic is not included in your account!

Premium Account
Your perfect start with Statista
  • Instant access to 1m statistics
  • Download in XLS, PDF & PNG format
  • Detailed references

$49 / Month *

Corporate Account
Full access

Corporate solution including all features.

* All products require an annual contract.
   Prices do not include sales tax.
Leading companies trust Statista:
paypalgoogleadobepgsamsungtelekom
Statista is a great source of knowledge, and pretty helpful to manage the daily work.
Christof Baron

Christof Baron
CEO, MindShare Germany

Statistics on "Back-to-college market"
  • Spending overview
  • Average expediture by category
  • Total expenditure by category
  • Consumer behavior
Discover Statista
Need help with using Statista for your research? Tutorials and first steps
Further Content: Statistics, Studies, and Topic Pages
Learn more about how Statista can support your business.
Do you have any questions about our business solutions?

We provide you with detailed information about our Corporate Account.