B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
64%
64% -- product over brand loyalty rate for Gen Z shoppers (2025)
64% of Gen Z shoppers say they are loyal to products, not brands, according to research from SAP Engagement Cloud.
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
64%
Unit
Percentage
Data Vintage
2025
Entity
Geography
North America
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
SAP Engagement Cloud
Primary
Tier C
https://evolvez.co/blog/college-brand-ambassador-program-roi ↗
Source Article
Most CPG brand managers ask the same question before signing a college Brand Ambassador contract: how do we prove this worked?
It is a fair question. Campus marketing has carried a reputation for being hard to measure: students hand out samples, take some photos, post on social media, and the progra…
Original Research
SAP Engagement Cloud
· Original study ↗
Methodology
SAP Engagement Cloud brand loyalty research, cited secondhand
Methodology documented
Segmentation
IndustryRetail
RegionNorth America
Channelcontent
Cite this stat
Plain Text
Gen Z shoppers: 64% product over brand loyalty rate. Source: SAP Engagement Cloud (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/genz-product-loyalty-64pct
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<blockquote cite="https://lighthousedata.io/data/genz-product-loyalty-64pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>64%</strong> -- product over brand loyalty rate for Gen Z shoppers<br><small>Source: SAP Engagement Cloud (2025) · <a href="https://lighthousedata.io/data/genz-product-loyalty-64pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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