• by Ray Schultz , Columnist, September 24, 2024

Older consumers are more loyal to brands than younger people, many of whom switch when they are bored, judging by the 2024 Customer Loyalty Index from SAP Emarsys, conducted by Opinion Matters.  

Of the Baby Boomers polled, 74% are loyal to brands they like, but that number slips to 70% for Gen X, 68% for Millennials and 64% for Gen Z.  

Moreover, 45% of Gen Z has switched brands based on their sustainability practices, compared to 18% of Baby Boomers and 33% of consumers overall, while a separate statistic not included in the report shows that 43% of Gen Z will ditch brands they perceive to be boring.

In general, 61% of shoppers will switch from a brand they were loyal to because of costs and 56% over a reduction in quality. Another 53% have dumped a company when they had a bad experience. 

Overall, customers prefer to be contacted by email:

• Email — 68% 
• SMS/MMS — 57% 
• Direct mail — 52%
• Print — 42%
• Mobile app push — 39% 
• Advertising — 38% 
• In-context messages — 36% 
• Web push messaging — 25% 

Meanwhile, Gen Z is much more likely than Baby Boomers to use apps:

• Gen Z — 44%
• Millennials — 44% 
• Gen X — 42%
• Baby Boomers — 34% 

But beware: 22% of shoppers in general will block app messages for lack of timeliness and another 32% for general quantity.

Sixty-nine percent of shoppers will allow apps if they are helpful, 67% for the level of awards and incentives and 60% for relevance.  

Want to succeed at driving brand loyalty? The study offers these prescriptions:

1. Focus on personalization
2. Create memorable experiences 
3. Leverage mobile apps
4. Prioritize product quality and pricing 
5. Encourage active engagement
6. Enhance customer service 
7. Offer incentives and rewards

Opinion Matters surveyed 4,005 respondents in the U.S. June 12-17, 2024.