A Yougov survey commissioned by supply chain management firm GT Nexus looking at millennial brand loyalty has determined that ethical concerns, quality offerings and availability are the key drivers to pay attention to.
The survey polled young consumers in France, Germany, the UK and the US, with all shoppers aged between 18 and 34 years old and 61% having switched brand loyalty in the past 12 months.
The research found that its respondents were most likely to switch brands in the food and drink category (47%). UK consumers were the most fickle of those surveyed at 56% but the trend was consistent across different countries, with US millennials at 49%, French at 45% and German youths at 40%.
The top reasons the survey respondents gave for switching brands were poor product quality, at 41%, and lack of availability, at 36%. Also important to those polled were ethical concerns, with unfair treatment of workers mattering to 25% and brands being not ‘environmentally friendly’ mattering to 21%.
This is in contrast to technological concerns such as social media or mobile apps. Only 6% of those surveyed said a subpar social media profile or website would lead them to switch brands, and only 5% said a lack of a mobile app caused them to switch.
Guy Courtin, VP of industry and solutions strategy at GT Nexus, said the surprisings surprised him. “When we think of millennials we think of their attention being drawn to cool, edgy, and flashy,” Courtin said. “These survey results paint a different picture.”
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