Impact of Brand Sustainability on Loyalty
Although Ethical Loyalty has decreased, sustainability is important to different degrees among the generations. Brands should know that sustainability is essential for Gen Zers and Millennials.
Silent Generation
Gen Z
Millennials
Gen X
Boomers
Likely to switch brands due to poor sustainability practices
39%
35%
22%
13%
9%
Likely to support brands with strong sustainability & social values
21%
22%
15%
14%
13%
Likely to prioritize brands with sustainable business practices
25%
23%
21%
17%
16%
More loyal to brands committed to sustainability
26%
26%
16%
13%
10%
29 | 52
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