The news: Younger consumers are driving brand loyalty gains, while growth among older buyers is stagnant, per CivicScience data.

• Between 2020 and 2025, the share of consumers between 18 and 24 who said they were “very loyal” to their favorite brands grew 16 points from 30% to 46%.
• That sentiment went from 29% to 42% for consumers between 25 and 29, and 30% to 44% for those ages 30 to 34.
• Older consumers, however, are entrenched. The share who said they were loyal to their favorite brands stayed flat at 34% among consumers ages 45 to 54 and 32% among those ages 55 to 64.

The data suggests that brands looking to build strong loyalty may find more momentum with younger audiences.

Why it matters: Younger consumers are an increasingly important digital buyer demographic, giving brands an opportunity to establish a relationship with the next generation of core consumers.

• Younger cohorts are the most influential consumers in shaping retail’s future, driving ecommerce growth and new trends like and AI-assisted experiences.
• Adults between 25 and 44 account for over a third of digital buyers this year; Gen Z specifically is the fastest-growing source of digital buyers, with their adoption rate expected to reach 92% by 2029, per our forecast.

Recommendations for marketers: CivicScience’s data suggests younger consumers are increasingly loyal to their favorite brands, but reaching them still requires marketing strategies tailored to their preferences.

• Younger consumers value simplicity and transparency in brand interactions. Sixty-seven percent of millennials and 54% of Gen Zers agree their favorite brand behaves in ways they respect, per Ogilvy. Accurate, value-aligned, and entertaining advertising will likely yield better results, and marketers should tailor messaging to meet consumer expectations.
• Digital experiences matter especially to young consumers. Seventy-five percent of Gen Zers and 77% of millennials value efficient, enjoyable digital experiences, above older generations, per Deloitte. Marketers must ensure seamless digital interactions to gain and maintain loyalty in these groups.

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