Why Millennials Turn on Their Favorite Brands
A new survey conducted by research company YouGov and GT Nexus confirms a lack of brand loyalty among 18-34 year-olds worldwide while uncovering surprising factors that drive brand disloyalty. According to the survey, 61 percent of millennials in Germany, France, UK, and U.S. admit to having switched one of their favorite brands in the last 12 months. However, the factors that spur millennials to turn on their favorite brands surprise: product quality, availability issues, working conditions, and sustainability.
All of the major disloyalty factors identified fall into the “behind-the-scenes” domains of operations, logistics, and supply chain management. Contrary to popular belief, consumer-facing marketing factors, such as a brand’s social media presence, mobile apps or a cool website, don’t have a big impact on millennials’ brand loyalty.