"Six out of 10 respondents in the First Insight study said they are willing to pay a premium when it comes to spending on personal style and health - in current parlance, 'glowing up.' Categories range from cosmetics and skin care to gym memberships and mindfulness apps."
"The age of lifelong brand devotion is over. For the past five years, SAP has been surveying shoppers in the UK and reporting a 'Customer Loyalty Index.' In its 2025 report, SAP describes Gen Z as 'trend loyal,' which it defines as an emotionally charged, fast-moving allegiance driven by viral moments rather than long-term trust."
"SAP found that 41% of Gen Zers said they are more likely to trust a product if it goes viral, and 43% had bought a product 'purely because it was trending on social media.'"
A survey reveals that Gen Z consumers, aged 15 to 30, are becoming pragmatic shoppers, favoring store brands for essentials to allocate funds for wellness and beauty. Sixty percent are willing to pay more for personal style and health-related products. As Gen Z approaches peak spending years, brands face challenges in maintaining loyalty, with many preferring products that trend on social media. The concept of lifelong brand loyalty is fading, replaced by a trend-driven allegiance that emphasizes viral moments over long-term trust.
Read at Forbes
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