Julia Faria
Research lead covering advertising and marketing
Brand loyalty - statistics & facts
The scene repeats itself every time Apple launches a new product: Hundreds of people queue in front of the tech firm stores all over the world. It does not matter how much the new device costs or if other companies offer similar products, Apple consumers want to show their dedication to the brand, as a great example of how brand loyalty works. In marketing, the concept refers to the preference for a brand, regardless of price or competitors' offers. As of 2024, seven out of 10 consumers worldwide considered themselves loyal to certain retailers, brands, or stores. For over 30 percent, brand loyalty was rooted on trust, love, and genuine devotion. In times of economic pessimism, when increasing prices undermine loyalty, fomenting such emotional connection is decisive.
In today’s competitive landscape, what truly sets a brand apart is the emotional connection it creates with its customers. While perks are still relevant, building loyalty is a result of developing trust, sharing values, and providing meaningful, personalized experiences. When consumers feel connected to a brand, they are far more likely to remain loyal, advocate for it, and choose it time and time again.
How to build brand loyalty: Investing in emotional connections
While consumers are in favor of quality and good value for money, positive emotions are forefront in building loyalty. Nearly nine out of 10 consumers surveyed globally in April 2024 named trust as a brand purchase criteria, while 85 percent mentioned loving the brand. On top of that, shoppers want to feel valued, and not only by getting discounts or rewards. Half of respondents polled in the United States, the United Kingdom, and France in 2024 considered an excellent customer service even more important than price when making a purchase decision. Another study showed that the majority of global consumers would decrease or even stop spending after a negative experience with a brand.Brand loyalty differs significantly across generations
As of 2024, Millennials showed the highest level of brand loyalty, whereas Gen Z are the least loyal. Additionally, consumers aged between 18 and 24 are more likely to switch brands or become less loyal over time. For brands, this means that building brand loyalty requires tailored strategies to reflect generational differences. While quality is the primary driver of loyalty for all ages, it is especially crucial for shoppers between 65 and 74 years. On the other hand, younger consumers put higher value into personalized offers in comparison to Baby Boomers.Loyalty programs: a way to maintain loyal consumers
Over half of global customers considered loyalty programs important to keep them connected to their favorite brands, according to a November 2024 survey. While such programs are not the sole determinant of loyalty, they are still a valuable tool to encourage repeated purchases. Data from the same poll reveals that 40 percent of consumers agreed that a good loyalty program still positively influences their likelihood to stay loyal to a brand but is not a major factor. Loyalty programs have become a staple in nearly every marketing plan, but the relationship between brands and consumers must go beyond mere transactions and rewards, as buyers increasingly seek emotional bonds. In the U.S., 50 percent of surveyed shoppers in 2025 felt generally positive to far more positive about a brand due to its loyalty program. A year before, the share stood at 67 percent.In today’s competitive landscape, what truly sets a brand apart is the emotional connection it creates with its customers. While perks are still relevant, building loyalty is a result of developing trust, sharing values, and providing meaningful, personalized experiences. When consumers feel connected to a brand, they are far more likely to remain loyal, advocate for it, and choose it time and time again.
