Customer loyalty is more complicated today than ever before. Different age groups are demanding vastly different things from the businesses they patronize.
There is a pervasive stereotype in marketing that Gen Z (ages 18–29) is fickle. The assumption is that they lack brand loyalty, will switch allegiances over a few dollars, and require constant viral gimmicks to stay engaged.
But according to our recent consumer data, Gen Z might actually be the most brand-loyal demographic in the market, and cracking this demographic requires a fundamental shift in how you view trust and convenience.
The Data: A Generation Building a Safety Net
According to our market research, 40% of 18-29-year-olds reported being more loyal to brands today than a year ago, but only 29% of 30-49-year-olds reported increased brand loyalty, with only 10% of those 50+ reporting the same. So, why is this younger cohort doubling down on the brands they love? The answer lies in a unique form of economic risk aversion. Gen Z is deeply committed to personal savings amidst inflation; in fact, 58% of 18- to 29-year-olds have increased their savings in the past six months, compared to only 41% of adults over 30.
While Gen Z may be committed to restraint in non-essential spending, they are actually less likely to choose cheaper alternatives from generic store brands (32% vs. 42% of those 30+) and less likely to trade down on sales or promotions (54% vs. 60%).
Sub-Cohorts Matter: Gen Z is Not a Monolith
To effectively reach Gen Z, we must identify its subsegments. Major life stages and cultural backgrounds play into their definition of loyalty.
Our data shows that 49% of young parents (or those expecting) have become more brand-loyal in the last year, compared with 32% of those without children. Racial demographics also play a significant role, with 53% of Black Gen Z consumers reporting greater brand loyalty this year, compared to 41% of Hispanic and 32% of White Gen Z respondents.
What Drives Gen Z Loyalty? Convenience and Authentic Connection
In the marketing industry, we are used to the expectations that have been echoed by older generations, whether that be prioritizing sales and loyalty programs (38% of those over 30 view rewards programs as a top loyalty driver, compared to only 30% of Gen Z), although a few percentage points difference, 8% is enough to indicate evidence in shifting opinions.
Convenience seems to be the cornerstone of this generation, with 45% of 18- to 29-year-olds citing the availability of a product or service as a primary driver of brand switching, compared to 34% of older adults. 39% of Gen Z want shipping and delivery options (vs. 26% of older adults). Ensuring a product or service offers a seamless purchase experience is more important than a coupon.
For Gen Z, trust is rooted in a brand’s ability to connect on a human level. When asked what builds trust in today’s economic environment, this group emphasized internal corporate culture and social ethics. They care deeply about workplace ethics—specifically livable wages and mental health support for employees. They also demand radical transparency; they prefer blunt honesty regarding price increases and hidden fees over polished corporate spin. This values-orientation isn’t unique to our findings. PwC’s October 2025 analysis of Gen Z consumers, drawing on nearly a million transactions and its 2025 Holiday Outlook Survey, characterizes this cohort as value-conscious rather than simply price-conscious. Gen Z is a generation that, in PwC’s words, “rewards relevance over recognition and expects brands to keep up.” PwC also found that 59% of Gen Z still prefer known brands, and 49% want customized products. Loyalty, in other words, is earned on different terms than it used to be — not handed over by default.
Gen Z sees a brand’s ability to keep up with the times as a key indicator of health; a brand’s ability to innovate and reinvent its image is a selling point. When making purchasing decisions, they are more likely to align their choices with social proof, with 29% preferring influencer testimonials (vs. 16% of older adults). If it’s not an influencer, it’s an expert endorsement (21%).
Tactical Advice: Putting the Insights to Work
A heavy reliance on discount and deal messaging might not be as effective for Gen Z as it is for older generations. Instead, investing in a fast, efficient supply chain with premium shipping options could make the difference between a sale and an abandoned cart.
Rethinking your creative will align with Gen Z’s preference for ads that are “creative/original” (44% vs 36% for older adults) over promotional deals. Meeting Gen Z where they already are, social media platforms, using online video (that has a 53% influence rate), and streaming service ads (38%) that feature reviews by influential characters rather than high production commercial models, will be a huge selling point to capture this demographic. With a revamped creative ad model, a transparent approach to pricing, and messaging that communicates ethical and sustainable brand values, you could make a meaningful difference between you and a competitor.
What This Looks Like in Practice
We’ve seen this approach yield measurable results in our own data-driven campaigns. When we partnered with the Winn-Dixie Company, the regional grocery retailer faced a highly saturated market. To capture net-new market share, the brand adopted a “challenger brand” mindset. Growth required a sophisticated understanding of their core customer persona, specifically isolating the demographic subsets that aligned most tightly with attributes of high lifetime value, quality, and loyalty.
The data revealed a complex demographic split that required a single, unified media strategy powered by two distinct creative executions:
- The Legacy Core (Ages 35+): Our data indexed this segment as highly merchant-loyal rather than product-loyal, frequently shopping for larger households with teenage children. For this cohort, the predictive modeling favored traditional conversion drivers, so we leaned heavily into the promotional frequencies and structured loyalty program messaging Winn-Dixie was already recognized for.
- The Next-Gen Growth Audience (Gen Z / Younger Millennials): The data signals for this cohort pointed in the exact opposite direction, over-indexing on digital-first grocery behaviors. For this younger segment, we engineered an omnichannel media strategy built around seamless digital experiences, convenience metrics, and social proof.
By deploying one overarching strategy split into two data-validated execution tracks, Winn-Dixie successfully accelerated acquisition among younger shoppers without degrading engagement or alienating the foundational customer base that built the brand.
The Holistic Strategy: Evolving Without Alienating
Catering to Gen Z does not mean over-indexing away from older consumers. Creating a multi-tiered approach that meets the needs of older generations who value consistency and deal-centered marketing, while also running streaming video ads that convey transparency and fast shipping, can help ensure your brand reaches all generations.
The world has changed, and your customers have evolved with it. You don’t have to throw out your existing strategies to effectively court Gen Z buyers, but you should alter your assumptions. By shifting your focus from promotional messaging and creative to a well-rounded, transparent approach accompanied by social proof and hyper-convenience, you can secure a highly loyal customer base for the long haul.
Methodology: The findings in this article are drawn from two nationally representative surveys of U.S. consumers commissioned by Net Conversion and fielded by Pollfish. Brand-loyalty statistics are drawn from a survey fielded January 22, 2026 with 900 U.S. adults. Statistics on convenience, product availability, and shipping/delivery preference are drawn from a survey fielded July 25, 2025 with 1,200 U.S. adults. Both surveys sampled respondents from across the United States.