60% of Gen Z will recommend brands they are “committed” to

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 23, 2020, 12:42 PM UTC

85% of Gen Z will buy from familiar brands over new and non-mainstream ones.

This article cites a study by DeVries Global which found that 74% of Gen Z change what they think or focus on to keep up with what’s happening in the world around them. 40% of Gen Z report their life to be “inconsistent and unpredictable.”

The research reveals that happiness is a top priority for all generations. 69% of Gen Z said that they find comfort in familiarity, which could extend to familiar brands as well.

Value, familiarity and consistency are the top factors Gen Z consider when contemplating which brand to buy from. Where 76% of Gen Z are “loyal” to brands, about 51% are “committed” to one.

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[4 minute read]