Young consumers’ brand loyalty is layered: They have fave brands but are willing to switch up if their prices or values change. Tech brands like Apple, Samsung, Sony, and PlayStation inspire some of the strongest loyalty. McDonald’s maintains loyalty among young consumers thanks to nostalgia, affordability, and rewards.
What’s an effective way to reach next gens? And the answer is: Engage them through the top brands they love, including Apple, Samsung, Sony and McDonald’s.
Brand Loyal-ish
Brand loyalty doesn’t look the same for young consumers as it did for previous gens. Instead of sticking with one company no matter what, many Gen Z and millennials take a more flexible approach. In fact, YPulse’s Brand Loyalty data shows most young consumers consider themselves “loyal-ish” to most brands—not completely committed, but not indifferent either. Online, they’re exposed to endless options and the ability to compare products instantly every day, while rising living costs have made them even more intentional about where their money goes. That means loyalty today often looks more like preference than commitment: Young consumers might have favorite brands, but they’re rarely afraid to try alternatives if something cheaper, better quality, or more aligned with their priorities comes along.
That’s exactly why in our most recent Brand Loyalty survey, we asked 13-39-year-olds what brand they’re most loyal to as an open-ended question, giving them the freedom to name any brand that comes to mind. In a market where attention—and allegiance—is harder than ever to hold, the brands that still manage to inspire loyalty stand out for a reason. Our data shows the ones that do are tied to young people’s everyday routines and offer great value—even for gens that pride themselves on keeping their options open.
Top Tech Brands
YPulse’s Brand Loyalty data shows tech giants like Apple, Samsung, PlayStation, and Sony all rank in the top 10 brands that 13-39-year-olds say they’re most loyal to. A big reason Apple and Samsung dominate is simple: They make the smartphones most young people use every day. But it’s not just how common these brands’ devices are that creates loyalty—it’s also because these are the brands they want to choose, rather than just out of obligation.
YPulse data shows 50 percent of young consumers say that when choosing a smartphone, they have one brand that they like and will always stick with. That is almost certainly in part because Apple and Samsung reinforce loyalty through their tightly connected ecosystems. For young consumers who live much of their social, entertainment, and daily life through their phones, staying consistent with one brand often just makes life easier. Think of the synced accounts (iCloud and Samsung Cloud), shared app subscriptions (Apple Music and Samsung Music), and devices (Galaxy tablets / iPads and MacBooks / Galaxy Books) that work seamlessly together that make switching up their loyalty to brands feel inconvenient and frankly unnecessary once they’ve bought in.
That same loyalty pattern shows up in gaming. Sony and PlayStation rank highly because they’re among the biggest gaming brands young people use, and YPulse knows gaming is core to youth culture. YPulse’s Gaming report shows that more than half (53 percent) of 13-39-year-old video game players are doing so on console, and loyalty runs deep here, too. YPulse’s Brand Loyalty data shows 29 percent of 13-39-year-olds agree when choosing a gaming console, “I have one brand I like and will always use that brand.” Beyond just the hardware, gaming consoles also have ecosystems just like smartphones —digital game libraries, subscriptions, online friends lists, and exclusive titles—which likely makes young consumers abandoning their loyalty and switching platforms feel like starting over.
Favorite Fast-Food
YPulse’s Brand Loyalty data shows McDonald’s ranks seventh among the brands 13-39-year-olds say they’re most loyal to. YPulse has said before that McDonald’s is their favorite fast-food restaurant and has been for years. But that kind of loyalty doesn’t just happen—it starts early. According to YPulse data, 77 percent of young people say they’re “more loyal to brands that I used growing up,” and for many, McDonald’s is a big part of their childhood memories: Happy Meals, birthday parties, and afternoons climbing around the PlayPlace. Those nostalgic moments help create an emotional connection and loyalty that sticks long after childhood (and makes Gen Z and Millennials want to bring their own kids one day).
But nostalgia alone isn’t enough; price matters, too. YPulse’s Brand Loyalty report shows “good value for the price” is the second biggest reason young people want to buy from the same brand over and over again, and 43 percent say they’d be more loyal to a brand that has the lowest prices. That’s an area where McDonald’s has always had an edge. It is also the reason why so many young consumers use the McDonald’s app. YPulse’s Mobile / App Behavior data shows that McDonald’s ranks sixth on young people’s most-used brand apps list, largely because it offers exclusive discounts, rewards, and in-app deals that keep young customers coming back. For gens dealing with rising costs across the board, small savings add up—so sticking with a familiar brand that feels affordable and rewarding just makes sense.
Loyal to No Brand
Even though many brands show up on young people’s loyalty lists, YPulse’s Brand Loyalty data also reveals that a lot still answer “none.” But that doesn’t mean they don’t like certain brands—as we said, it just means practicality comes first. In fact, YPulse data shows 27 percent of young people say loyalty means loving a brand even if you sometimes buy other ones instead. That’s why so many describe themselves as “loyal-ish.” They’ll be loyal to the brands they like, but not if it means sacrificing their budgets or their expectations.
