among consumers in the U.S., the UK, Germany, and Australia
Supplementary notes
* Survey count as of 2024. The 2023 sample included 10,057 general respondents across the UK, U.S., Germany and Australia. For 2022 and 2021, research was conducted with samples of 9,063 and 7,074 general respondents respectively across the UK, U.S., Germany, Australia, and France.
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Generations in terms of age:
Gen Z - 16 to 27
Millennials - 28 to 43
Gen X - 44 to 59
Baby Boomers - 60+
Citation formats
Level of consumer brand loyalty worldwide 2024, by generation
In 2024, ** percent of Millennial consumers worldwide considered themselves loyal to a certain retailer, brand, or store. The loyalty level among Gen Z customers decreased to ** percent.
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SAP Emarsys. (May 19, 2025). Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide in 2024, by generation [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 23, 2026, from /statistics/1619614/consumer-brand-loyalty-worldwide-generation/
SAP Emarsys. "Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide in 2024, by generation." Chart. May 19, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 23, 2026. /statistics/1619614/consumer-brand-loyalty-worldwide-generation/
SAP Emarsys. (2025). Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide in 2024, by generation. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 23, 2026. /statistics/1619614/consumer-brand-loyalty-worldwide-generation/
SAP Emarsys. "Share of Consumers Who Considered Themselves Loyal to Certain Retailers, Brands, or Stores Worldwide in 2024, by Generation." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 19 May 2025, /statistics/1619614/consumer-brand-loyalty-worldwide-generation/
SAP Emarsys, Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide in 2024, by generation ÌÇÐÄÆƽâ°æ, /statistics/1619614/consumer-brand-loyalty-worldwide-generation/ (last visited July 23, 2026)
Share of consumers who considered themselves loyal to certain retailers, brands, or stores worldwide in 2024, by generation [Graph], SAP Emarsys, May 19, 2025. [Online]. Available: /statistics/1619614/consumer-brand-loyalty-worldwide-generation/
