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12/22/2021

Age and brand loyalty: what are consumers looking for?

Hero Digital has released a new study showing what makes different age groups gravitate towards brands.
Zachary Russell
Associate Editor
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Gen Z shopping data

Hero Digital, a digital customer experience company, has published a new study on consumer attitudes across four generations. The Consumer Goods Truth & Beauty Index looked at what drives both brand choice and advocacy by Gen Z, Millennial, Gen X and Boomer shoppers. 

The report looked at three sub-categories: grocery, apparel and mass merchandise, leading to keys for private label brands to better reach new consumers. Each generation and respective industry has unique priorities when becoming brand loyal. Some key findings from Hero Digital’s study include:

  • 50% of Gen Z consumers rank price and brand stature as top customer experience attributes when recommending a brand.
  • 20% of Millennials rank trust and privacy as top customer experience attributes when recommending a brand.
  • 50% of Gen X consumers rank ease and availability as top customer experience attributes when recommending a brand.
  • 20% of Boomers rank empowerment and distribution as top customer experience attributes when recommending a brand.

Owen Frivold, EVP of strategy & co-founder at Hero Digital, told Store Brands that private label brands have more than just price to focus on when appealing to Gen Z.

“Based on our research findings, private label brands can differentiate on more than just price - brand positioning, creative, messaging and packaging all must create trust through authenticity, transparency and values.

The full report can be downloaded here.