In 2023, 8 in 10 Gen Zers will be active digital buyers, and they’re already proving to be more brand loyal than their older peers. That puts long-term revenues at stake for brands that have yet to secure Gen Z’s attention. Below are three charts showcasing how this generation becomes loyal to a brand.

The Gen Z Shopper Can Be Your Strongest Relationship Yet

Gen Zers develop strong affinities with brands—even if it means spending more. Sixty-four percent of Gen Z respondents said they would pay more to shop with their favorite companies, per a 2022 Cheetah Digital survey—the highest response rate across age groups. Just a quarter said they weren’t loyal to any companies. Brands that capture the Gen Z consumer now will attract more revenues long term.