REVIVING BRAND LOYALTY WITH GEN Z CONSUMERS

Tolipov Saidxo’ja Nuriddin o’g’li

Authors

Tolipov Saidxo’ja Nuriddin o’g’li Author

Abstract

Gen Z consumers, spanning those born from 1997 to 2012 and now aged 14-29 in 2026, represent a transformative force in global markets with their massive $360 billion direct purchasing power and influence over household spending. This digitally native cohort exhibits notoriously low brand loyalty, often switching based on fleeting trends, peer endorsements, and ethical alignments rather than enduring emotional ties fostered by traditional advertising. Reviving loyalty demands a paradigm shift toward authenticity, sustainability, and immersive digital experiences.

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