Brand loyalty is “redefined” by Gen Z, the generation most interested in trends. Brand loyalty for Gen Z is not about loyalty to a specific brand for life, but about being part of what’s cool. This has created a new phenomenon that is called “trend loyalty” by some experts.
The Power of Viral
In a recent study, almost 45% of Gen Z consumers said they trust “trending” products more than a company’s brand. 43% say they have purchased something only because it was viral. The change in brand loyalty is evident because the influence is now concentrated in a brand’s speed and scale of digital word of mouth. Be it a skin care serum on TikTok or a sneaker collabs on Instagram, trends now have a more powerful persuasion than years of a brand’s storytelling.
Product vs. Brand
The study goes onto show that 64% of shoppers are more loyal to specific products than the brands that produce them. This means they are loyal to the product that catches their fancy, not necessarily the brand that produces them. This represents an earth shaking change in market approach as marketing habit is loyalty. The marketing approach now will be to maintain its relevance with agility, not legacy.
From Trend to Trust
To convert fleeting impulse to lasting loyalty, brands are using AI driven personalization. By monitoring consumer buying behavior in real time, AI can see emerging trends, giving tailored product recommendations, building emotional connections that go beyond virality and convert buzz into trust.
