Millennials are redefining the concept of brand loyalty; in their eyes, it has changed dramatically from their parents’ version. Whereas their parent’s loyalty is seen to be a dynamic built on personal and emotional long-lasting relationships, theirs swings in an entirely new direction.
To understand how the Millennial generation’s definition of customer loyalty differs from that of their parents.
National US sample
Ages 18 – 34
Approximately even male/ female ratio
Mix of socio-economic backgrounds & ethnicities
Loyalty used to be based on personal relationships
Previous generations were loyal based on the personal relationships they established with companies and brands.
My parents always went in, they went to the same grocery store, they got to know some people there, and so their loyalty would be based on that.
~ Roger, 26, Tennessee
And I think that’s what the difference is from my parents’ generation. They basically stuck with the company through the good, bad, the ugly. Whenever they had another choice, they will stick to choose that company that they’re loyal to.
~ Chiezika, 30, California
The Internet changed everything
As the defining event of the Millennial generation, the rise of the Internet changed everything for Millennials — including shopping strategies.
My definition of customer loyalty is different than my parents because we just have the internet to basically get the best deals. If you try hard enough you can find the best deal out there.
~ Adam, 25, Oregon
In our case, we shop around and a lot of times, most things are bought on the internet. We don’t even know who we’re buying from.
~ Aimee, 27, Florida
I do a lot of my shopping online, and because of that I’m interacting on a regular basis with companies that have no face, it’s not about the relationship I’m forming, it’s purely about content, it’s purely about the products that I’m receiving.
~ Haley, 22, California