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Share of consumers that said they would be more loyal to companies that helped them during the cost-of-living crisis worldwide in 2022, by generation

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Source

Release date

January 2023

Region

Worldwide

Survey time period

October and November 2022

Number of respondents

11,300*

Age group

18 years and older

Supplementary notes

* across 11 countries in North America, Europe, and Asia Pacific.

Citation formats

Consumer loyalty to helpful companies during hard times worldwide 2022, by generation

Published by
F. Watty,
Nov 26, 2025
According to a consumer demand survey conducted by Capgemini Research Institute in late 2022, approximately ** percent of millennials, Gen X shoppers, and baby boomers worldwide said they would become more loyal towards companies that helped them during the difficult cost-of-living crisis. For more Capgemini insights, click .
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Topics

Loyalty programs in the U.S.Brands on social mediaBrand valueMarketing personalization worldwideData usage in marketing and advertising
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