Millennials are redefining the concept of brand loyalty; in their eyes, it has changed dramatically from their parents’ version. Whereas their parent’s loyalty is seen to be a dynamic built on personal and emotional long-lasting relationships, theirs swings in an entirely new direction.
To understand how the Millennial generation’s definition of customer loyalty differs from that of their parents.
National US sample
Ages 18 – 34
Approximately even male/ female ratio
Mix of socio-economic backgrounds & ethnicities
1. Loyalty used to be based on personal relationships
2. The Internet changed everything
3. Millennials diversify their shopping
4. For Millennials, loyalty is transactional