Key stat: Baby boomers are more brand-loyal than US adults across multiple categories, according to Morning Consult. They show the highest brand loyalty (76%) for groceries and household goods.

Beyond the chart:

• The No. 1 factor that causes consumers worldwide to switch brands is cost considerations, according to Emarsys.
• US adults are most inclined to join loyalty programs when they offer cost-saving measures like free shipping and discounts, per CivicScience data.

Use this chart: Marketers can use this chart to tailor marketing strategies based on generation and make the case for offering discounts in loyalty programs. They can also use it to determine which categories have less loyal consumers and could thus benefit from more product innovation.

Related EMARKETER reports:

• US Digital Habits by Generation 2024
• Insights report: Redefining customer loyalty

Methodology: Data is from a September 2024 Morning Consult survey as cited in company blog. 2,208 US adults were surveyed online during May 23-27, 2024.