What do gen z brand loyalty statistics tell us about retention?

Gen Z is loyal, but only to brands that earn it through consistency and shared values. One good campaign is not enough. They watch whether you show up the same way every time.

• The 2024 Edelman Trust Barometer found about 70% of Gen Z stays loyal to brands that consistently demonstrate shared values.
• Consistency matters more than a single standout moment.
• Quality and transparency, repeated over time, are what hold this audience.