Consumer Behavior

Shopper generations have a brand love language

Photo: Adobe Stock

May 20, 2025

Brand love doesn't come easy and it's not stable as Gen Zs, millennials, Gen Xers and Baby Boomers each have their own brand love language and learning that love can mean the difference between strong brand loyalty and shopper abandonment.

Those are top findings from a Zeno Group, "Brand Love + Demand," that revealed 87% of U.S. consumers support the brands they love with their wallets even when it's inconvenient or costly, according to a press release on the findings.

Additional findings include:

• 72% stay loyal to loved brands even when it costs more.
• 52% rely on word-of-mouth over advertising.
• 38% break up with a brand the moment trust is broken.

The study, part of Zeno's The Human Project, dives into what drives emotional loyalty today and why love is a business superpower.

"For Gen Zs, brand love is about transparency, innovation and identity, with 61% saying brands reflect who they are. Their love language involves words of affirmation. They seek brands that talk back, stand for something, and align with their identity. Millennials are loyal but expect more. Love equals consistency, impact and relevance, and 85% want shared values with brands. Brands that show love fuel their desire — think community involvement and exceptional customer service," stated the release.

Primary factors contributing to lost love are:

• Price increases: 53%
• Declining quality: 44%
• Misalignment with values, emotional disconnect or reputational concern: 38%
• Brands that build love build resilience. Without it, consumers are quick to walk away.