Opinions about brand loyalty among UK consumers in 2019, by generation

Published by
Tugba Sabanoglu,
Oct 19, 2021
In the United Kingdom (UK), Gen Z and Millennial consumers professed the highest brand loyalty among other age groups. According to the results of a 2019 survey carried out by Attest, over 20 percent of respondents in the Gen Z age group said they were loyal to certain brands and avoided others. Boomers were more lenient when it comes to feeling attachment to brands.

Share of consumers agreeing with the statement "I am loyal to a handful of brands and avoid shopping elsewhere" in the United Kingdom (UK) in 2019, by generation

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Release date

June 2019

Region

United Kingdom

Survey time period

March 29 to April 2, 2019

Number of respondents

1,000*

Supplementary notes

* The source adds the following note: "The 1000 respondent sample is nationally representative of the UK’s working age population, in terms of age, gender and home location."

The generational definitions are: Gen Z: Aged 18-24; Millennials: Aged 25-39; Gen X: Aged 40-54; Boomers: Aged 55-64

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