Store Brands has featured Hero Digital’s Consumer Goods Truth & Beauty Index in a recent article titled: Age and Brand Loyalty: what are consumers looking for? Authored by Zachary Russell, an associate editor, this article takes a deep dive into what makes different age groups gravitate towards brands. Read the full article below.
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Age and brand loyalty: what are consumers looking for?
Hero Digital has released a new study showing what makes different age groups gravitate towards brands.
Hero Digital, a digital customer experience company, has published a new study on consumer attitudes across four generations. The Consumer Goods Truth & Beauty Index looked at what drives both brand choice and advocacy by Gen Z, Millennial, Gen X, and Boomer shoppers.
The report looked at three sub-categories: grocery, apparel, and mass merchandise, leading to keys for private label brands to better reach new consumers. Each generation and respective industry has unique priorities when becoming brand loyal. Some key findings from Hero Digital’s study include:
- 50% of Gen Z consumers rank price and brand stature as top customer experience attributes when recommending a brand.
- 20% of Millennials rank trust and privacy as top customer experience attributes when recommending a brand.
- 50% of Gen X consumers rank ease and availability as top customer experience attributes when recommending a brand.
- 20% of Boomers rank empowerment and distribution as top customer experience attributes when recommending a brand.
Owen Frivold, EVP of strategy & co-founder at Hero Digital, told Store Brands that private label brands have more than just price to focus on when appealing to Gen Z.
“Based on our research findings, private label brands can differentiate on more than just price – brand positioning, creative, messaging and packaging all must create trust through authenticity, transparency, and values.”
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Hero Digital’s Consumer Goods Truth & Beauty Index surveyed 2,300 customers across 22 consumer goods brands. Using Hero Digital’s advanced, proprietary framework, leading companies can uncover the hidden attributes that drive both brand choice and brand advocacy, so they can place today’s customers at the center of their digital transformation strategy.
Contact us to receive your own assessment and better understand how you benchmark against other like-minded brands.
