Gaining brand loyalty today is far different from what it was just a few years ago. Where companies once used to focus on their next ad campaign or new strategies to gain a wider audience via traditional venues such as TV, billboards, and radio commercials, today’s audience is less predictable and far more diverse.
Particularly when it comes to the up and coming consumer generation, Gen Z, traditional avenues simply will not work any more. These young consumers are not geared toward brand loyalty based on past experience, sentimentality, nor even recommendations. They are looking for brands that are in alignment with their personal principles, which can seem to be as fluid as everything else in their lives.
Gen Z researches brands to make sure they are purchasing from companies that have a reputation for sustainability, inclusion, and affordability, among other things. They don’t, however, get their information from traditional places either.
Gen Z spends hours every day on social media platforms, including alternative ones like TikTok and Twitch. They are watching to see what brands meet their standards of ethics, and they’re spreading whatever information they acquire to a wider audience than individuals ever had in previous generations.
Brand loyalty today can only be gained through a pristine reputation and through maintaining and relevant presence on social media.