Loyalty to brands with public stance on societal issues in the U.S. 2022, by age
According to the results of an April 2022 survey of consumers in the United States, nearly 60 percent of respondents among Generation Z stated that they are more loyal to a brand because of its public stance on societal events. The same share was recorded among Millennials. On average, 54 percent of U.S. consumers felt more loyal to brands speaking up face social issues.