How Your Brand Can Unlock Loyalty Among Gen Z and Millennials


In an industry with a steady stream of product launches and brands boasting a dynamic social media presence, gaining the loyalty of Gen Z and millennial consumers is a tricky task.

A survey conducted by Composed surveyed 500 Gen Z and millennial consumers about loyalist tendencies and brand discovery. Survey findings were compiled into a report titled "Unlocking Brand Loyalty and Preferences Among Gen Z & Millennial Consumers."

The survey found:

  • Seventy-five percent of the survey respondents self-identify as brand loyal.
  • Nine out of 10 respondents purchase the same beauty and grooming products 50% of the time or more. 
  • Three in four women consistently shop the same beauty and skin care brands at least 70% of the time (77% Gen Z and 69% millennials).
  • Gen Z women are the most brand loyal. 
  • Fifty-six percent of respondents say a product's price is the leading factor that drives and initial purchase. 
  • Ninety percent say they will pay more for products they feel work better and are of better quality. 
  • Eighty percent said they prefer to shop brands that give back. 
  • Eighty-six percent of Gen Z consumers and 84% of millennial consumers say sustainability influences their purchase decision, even if it isn't their primary motivator to buy. 
  • Sixty percent of Gen Z and millennial consumers say they value a product's origin story and take into consideration how a product is made/sourced. 
  • Seventy-five percent of Gen Z and millennial consumers say they favor brands that offset their environmental impact. 
  • Sixty-five percent of Gen Z consumers and 70% of millennial consumers think the products they buy have too much packaging. 
  • Seventy-one percent of Gen Z and millennial consumers want to see real people in brands' marketing.
  • Twenty percent of Gen Z and millennial consumers will immediately lose interest if they don't like a brand's Instagram. 
  • Out-of-home and in-store marketing influences more than 35% of millennial and Gen Z consumers. 

 For the full report, please visit

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