Are Gen Z customers the most disloyal yet ? Recent research ranks Gen Z as the most difficult of the past four generations on account of customer loyalty

According to a recent survey conducted by Business Insider, Generation Z’s shopping habits sets them apart from previous generations in deeming them the generation whose loyalty is most difficult to earn in comparison to their predecessors. Brand loyalty is a tool integrated in our everyday lives regardless of age or class.  From the supermarkets we choose to visit each day to the particular brands or retailers we shop at on the weekend. We all have developed personal preferences for a variety of different reasons that range from our susceptibility to advertisements to attractive price ranges. However the collective shopping habits of each generation tell a deeper story about their loyalty, values and the steady growth of what of the luxury that developed into the world of hype.

“It’s not the brand leading the consumer; it’s the consumer using the brand or product in whatever ways they want. This is partly driven by the influencer community. Traditionally, a brand image was determined by the company and how it chose to market it. Now a brand image is increasingly about how it is perceived and marketed by the influencer who wears it,” explained Growth & Strategy Director Marcie Merriman in a recent article.  Even after all of this it’s still not a guarantee that you will gain the loyalty of a Gen Z shopper as their constant demand for products that are unique and new on account of social media, doesn’t allow for the fulfilment of any singular brand.  They are so focused on creating an environment that is accepting of all different kinds of people , to the point where following what everyone else is doing is seen as uncool. They’re constantly on a vicious hunt for new content and products that although makes their loyalty almost impossible to gain makes it the most valuable to have.