Rival Technologies survey shows 11% of Gen Z say brands understand them well
XLY•Survey findings on Gen Z loyalty
Rival Technologies research found 11% of Gen Z consumers say brands understand them “really well,” raising loyalty risk.
Gen Z who feel understood were about nine times more likely to be unconditionally loyal: 45% vs 5%.
Brand messaging and loyalty drivers
Brand messaging triggered disengagement for 64.5% of respondents, versus 41.6% positive reactions and 29.7% negative reactions.
Price and value (82%) and product quality (80%) ranked as top loyalty drivers; influencer recommendations ranked last at 9%.
Regional differences and cited brands
U.S. Gen Z were more likely than Canada to feel understood: 17% vs 6%; Apple, Nike, Costco led as most-cited loyal brands.
