Gen Z shift sees brand loyalty give way to trend-driven trust
The latest Customer Loyalty Index from SAP Emarsys reveals a shift in UK consumer loyalty dynamics, with Gen Z showing a strong preference for trends over traditional brand loyalty.
The report, now in its fifth iteration, highlights what it terms a 'loyalty recession', where traditional 'True Loyalty' is flattening. According to the data, there is growing evidence that viral moments and social media influence are supplanting long-term allegiance to brands, a phenomenon described as 'Trend Loyalty'.
Findings from the index show that 45% of respondents are more likely to trust a product if it goes viral, while 33% state they trust TikTok and other social media trends over traditional advertisements or official brand websites. Furthermore, 41% have bought products promoted by influencers, nearly double the broader average of 21%.
This trend is even more pronounced among Gen Z shoppers. The report indicates that 43% of Gen Z admit to purchasing products solely because they are trending on social media-almost twice the rate of the general population. A notable 20% are loyal to brands because they are currently trending, while 25% report reduced loyalty if a trending product fails to meet their expectations.
Additionally, 64% of survey participants say they are loyal to particular products rather than the brand itself.
Sara Richter, Chief Marketing Officer at SAP Emarsys, commented on these findings, noting the new opportunities and challenges for brands.
"Trend Loyalty is both a risk and an opportunity for brands. It's driven by hype, not history. If marketers want to turn the emotional rush of a trending moment into something more meaningful and lasting, they need to move fast -and understand each customer on a personal level. What sparked their interest? What emotional need did the trend tap into?
AI-powered personalization at scale is key. It empowers brands to respond with relevance and speed, transforming one-off moments into repeat engagement and long-term loyalty."
The shift towards Trend Loyalty does not indicate the end of loyalty altogether, but rather a transformation in its nature. Success, the report suggests, depends on a greater understanding of customers, particularly leveraging real-time data and the ability to personalise interactions across different channels.
Luxury beauty brand Molton Brown is adopting this approach. The company is using SAP solutions to integrate data from online activity, in-store engagements, and customer responses to campaigns. This connected view enables boutique associates to make personalised recommendations and applies AI-driven insights across its communication channels. As a result, Molton Brown has reported a double-digit increase in campaign conversions during key promotional moments.
The research also expands the loyalty discussion into business-to-business settings. Alongside the CLI, SAP Emarsys has introduced the first Business Buyer Loyalty Index, examining how loyalty operates in B2B purchasing decisions. Together, these studies provide a comprehensive perspective on changes in loyalty across both consumer and enterprise domains.
Fred Reichheld, Bain Fellow and creator of the Net Promoter Score, provided further context on the topic of brand loyalty.
"Loyalty means giving customers a reason to repeat, expand and refer. Every interaction - whether with your brand, your people, or your systems - should deliver value that customers and partners would genuinely miss if it disappeared."
The report notes that some companies are already integrating loyalty considerations into their core business operations, especially by employing AI to scale personalisation efforts and tie engagement with broader operational systems to ensure a unified customer experience.
The full findings of both the Customer Loyalty Index 2025 and the Business Buyer Loyalty Index 2025 are available for those interested in more detailed data on the evolving patterns of loyalty in the current era of influence.
