85% of Gen Z prefers buying from familiar brands over new or non-mainstream brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 15, 2020, 5:32 PM UTC

A survey by DeVries Global found that 76% of Gen Z are loyal to their favourite brands.

Despite 40% of Gen Z describing their lives as “inconsistent” and “unpredictable”, over half of them said that they are committed to one brand. While 85% of the respondents said that they prefer buying from familiar brands, 69% said they find “comfort in the familiar”.

60% of this young demographic aged between 15-24 said they recommend their preferred brands to other people. Gen Z’s commitment is based on reliability, design, respect and intelligence of the brand.

DeVries Global chief strategy & creative officer Loretta Markevics said that Gen Z wants a reason to “belong to their brand’s tribe”. Building a YouTube presence and developing influencer marketing strategies can reinforce Gen Z’s commitment towards a brand.

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