WHAT DRIVES GEN Z BRAND LOYALTY IN 2026?

Summary from the TLDR Marketing newsletter

64% of Gen Z say they stick with brands they like most or all of the time, but only 11% feel brands understand them really well. Feeling understood is strongly linked to loyalty, with 45% of those who feel truly understood saying they are always loyal. Price and value (82%) and product quality (80%) matter most, while influencer recommendations rank last at 9%. Relevance starts with understanding customers, but loyalty still depends on delivering a product worth coming back to.