The percentage of adults in various countries around the world, sorted by generation (Gen Z, Millennial, Gen X, Boomer), who say the following statements are true:
- “I am loyal to some brands, but I’ll buy from competitors”
- “There are examples where I frequently buy from the same company, but I don’t feel loyal”
- “I’m definitely loyal to some companies, and I’ll pay more to shop with them”
- “I’m not loyal to any particular companies”