Magazine: Brand loyalty: similarities between the generations of grandparents and grandchildren

Brand loyalty isn’t age-dependent – revealed an online survey conducted by Budapest Metropolitan University (METU) and Darwin’s Marketing Evolution in March, with more than 1,000 participants belonging to 4 generations. The study has found that the younger we are, the more important the brand is when we decide whether to be loyal to a given product or service or not. In every generation the main reason for not being loyal to a brand is a negative personal experience (27-31 percent).

Zoltán Brandt, managing partner of Darwin’s Marketing Evolution told: young consumers are easier to deter with an impulse from brands they used to be loyal to. Baby Boomers and Generation Z consumers are less loyal to brands: 26 percent and 27 percent of them are loyal to brands and 12-12 percent said they aren’t loyal. Generation X and Generation Y consumers are more loyal: 30 percent and 34 percent are loyal and 9-9 percent aren’t loyal to brands. //