Young Consumers Are Abandoning Brand Loyalty at Record Rates
Over 80% of Gen Z and millennial shoppers have changed brands in the last year, Salesforce data reveals.
Key Statistic: 81% of Gen Z and millennial consumers switched brands in the past year, according to December 2024 data from Salesforce.
Why It Matters
- Price Sensitivity: 66% of consumers cited high prices as the primary reason for abandoning a brand.
- Loyalty Programs: 84% of loyalty program members said these programs increase their likelihood of repurchasing.
Strategic Implications for Retailers
Retailers and marketers must prioritize:
- Personalized Engagement: Tailoring lifecycle marketing strategies by generation.
- Loyalty Incentives: Strengthening programs to retain younger shoppers.
Related Reports
- Gen Z Path to Purchase 2024 (Subscription Required)
- Retail Trends to Watch in 2025 (Subscription Required)
Methodology: Salesforce surveyed 8,350 shoppers (18+) and 1,700 retail decision-makers across 21 countries (Nov 27–Dec 26, 2024).
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About the Author
Alex Thompson
AI Technology Editor
Senior technology editor specializing in AI and machine learning content creation for 8 years. Former technical editor at AI Magazine, now provides technical documentation and content strategy services for multiple AI companies. Excels at transforming complex AI technical concepts into accessible content.