Infographic: How to Win Gen Z and Millennial Shoppers' Loyalty

What modern shoppers want from retailers and brands

Amid decades-high inflation, all that matters is price, right? Well, not to millennials and Gen Z.

Operations management software platform parcelLab surveyed more than 1,000 younger consumers in June and found that their focus on values and sustainability is still very much a factor when it comes to winning (and losing) brand loyalty.

Overwhelmingly, these shoppers are concerned about the environment. The top two ways they said brands and retailers can win their dollars is by implementing sustainability practices (22%)—good news for H&M, which won a Cannes Lions Grand Prix for its in-store recycling program—and by having secondhand/resale options (19%), which can be found at both trendy brands like Madewell and discount retailers like Walmart.

Marketing, of course, also matters.

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This story first appeared in the Aug. 1, 2022, issue of Adweek magazine. Click here to subscribe.