Brand loyalty is fading among Gen Z and millennials

Key stat: 81% of Gen Z and millennial consumers have switched brands in the past year, according to December 2024 data from Salesforce.

Beyond the chart:

• Two-thirds (66%) of consumers say that high prices are the top reason they stopped buying from a brand in the past year, per Salesforce.
• 84% of loyalty program members say the programs make them more likely to repurchase.

Use this chart: Retailers and marketers can use this chart to highlight the need to engage younger consumers with loyalty programs and propose lifecycle marketing strategies that are personalized by generation.

Related EMARKETER reports:

• Gen Z Path to Purchase 2024 (EMARKETER subscription required)
• Retail Trends to Watch in 2025 (EMARKETER subscription required)

Methodology: Data is from the March 2025 Salesforce report titled "Connected Shoppers Report." 8,350 shoppers ages 18+ and 1,700 retail industry decision-makers worldwide, across 21 countries, were surveyed during November 27-December 26, 2024.