For decades, loyalty meant habit: the same cup of coffee, the same pair of sneakers, the same grocery run. But for Gen Z, loyalty looks a little different. In 2019, when we began our proprietary study of this cohort, their purchase power was on the rise and had not yet declared their allegiances to certain brands. Now, during our seventh wave of this study, we’re diving into their current relationship with brands to better understand where loyalty stands today and where it’s headed next. Here’s what our survey uncovered across respondents aged 16-28.
Still Loyal—But On Their Terms
Despite being labeled as a “switch-happy” generation, 87% of Gen Z respondents say they’re loyal to at least one brand, with only 13% claiming no brand loyalty at all. Their loyalty lives across familiar categories—apparel, food, electronics, retail and even pet supplies. There is strong loyalty for big brands like Nike for its durability and style, Starbucks for its reliable taste and Apple for its seamless ecosystem. Retailers like Walmart and Amazon earn a lot of goodwill with Gen Z for good deals they offer that fit their budget. When it comes to food and beverages, snack brands like Lays, Doritos and Oreos remain popular for their commitment to taste and ongoing innovation.
Gen Z is distinct among generations in that their loyalty is hard to earn and kept only through transparency, relevance and real value. Gen Z loyalty may be diverse, but it’s united by one thing: value that feels personal.
Price Matters, But So Does Personality
For Gen Z, loyalty sits at the intersection of practicality and personality. Price remains the strongest force in the relationship, with 61% saying they’d switch brands if costs rise, even when the brand is a longtime favorite. And price isn’t the only deal-breaker: product changes (56%), poor customer service (53%), public controversy(44%) and negative online reviews (44%) can all send their loyalty packing. And while immediate value drives the initial choice, core values shape the long-term bond.
This generation is paying close attention to who brands are and how they behave: 74% trust brands that are transparent about their practices, 69% consider a brand’s ethics when choosing what to buy, and 51% actively avoid brands whose beliefs don’t align with their own — even if the price is right. In a clear show of how deeply they crave authenticity, only 28% say they trust brands that use AI in their marketing, preferring a human voice over algorithmic polish. For Gen Z, loyalty is both emotional and economical; brands must deliver fair pricing and prove they stand for something real if they want to earn this cohort’s devotion.
Scroll, Click, Commit
Social media has become the loyalty playground where Gen Z meets, tests, and ultimately chooses their brands. It’s not just a place to browse — it’s where brand relationships are built. 62% of Gen Z follow brands on social, with Instagram (69%), TikTok (58%), and YouTube (44%) leading the pack as the platforms where brand discovery naturally blends with entertainment. These are not passive follows. Gen Z is seeking value in exchange for their attention: exclusive discounts (46%), giveaways (32%), and funny or relatable content (27%) are the biggest hooks.
But perhaps most importantly, these platforms don’t just influence awareness — they influence action. TikTok and Instagram are the top drivers of social-fueled purchases, with 48% saying they’ve purchased something from TikTok Shop. This is where loyalty happens in real time, in the feed and in the comments. It’s where Nike’s athlete storytelling, Starbucks’ seasonal drops, and Doritos’ flavor teases become micro-touchpoints that keep Gen Z engaged, entertained and invited back for more.
Buycotting
Loyalty isn’t only about which brands Gen Z buys from—it’s also about who they don’t. “Buycotting,” or intentionally not supporting brands that align with personal values is on the rise. Gen Z uses their spending power as a statement of identity. When they buy, they’re not just choosing a product—they’re casting a vote. Brands that take authentic stands on social issues, treat employees fairly or prioritize sustainability can gain loyalty that transcends price tags. Those who don’t, risk losing it based on a single issue.
Winning Gen Z’s loyalty isn’t about locking them in—it’s about earning the next interaction.
- Earn it through empathy: Understand their economic pressures and evolving priorities. 44% say price is their top consideration when trying new products.
- Keep it with consistency: 74% value brands with a steady image and personality. Be who you say you are—everywhere.
- Prove it with purpose: 92% want brands that are open and honest, and 86% prefer brands that help make the world better.
The takeaway? Gen Z’s loyalty isn’t fickle—it’s intentional. They’re loyal to brands that make them feel seen, heard, and aligned. The question for marketers isn’t whether Gen Z can be loyal, it’s whether your brand can be worthy of that loyalty.
Want to capture Gen Z’s attention? Hiebing can help. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.