GEN Z SHIFT SEES BRAND LOYALTY GIVE WAY TO TREND-DRIVEN TRUST

Summary from the TLDR Marketing newsletter

Gen Z is driving a shift from traditional brand loyalty to “Trend Loyalty,” where social media influence outweighs long-term brand attachment. The new report from SAP Emarsys shows that 45% of Gen Z consumers trust viral products more, and 43% of them have purchased items solely because they are trending. About 64% of shoppers say they are loyal to products rather than brands. The report stresses the importance of using tools like AI-driven personalization to turn short-term hype into lasting engagement.