Tom BurtonCo-Founder, COO and CTO of LeadSmart Technologies

Unlocking Brand Loyalty: Why Purpose Matters for Gen Z #b2b

Name: Unlocking Brand Loyalty: Why Purpose Matters for Gen Z #b2b
Uploaded: 2024-09-10T14:29:07+00:00
Duration: 7 s
Channel: Tom Burton
Description: Short excerpt from a YouTube conversation (Tom Burton + another speaker) about brand loyalty and Gen Z/millennial expectations in B2B. Key claims: 73% of…

10 Sept 2024 · 0 min

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0:07

Short excerpt from a YouTube conversation (Tom Burton + another speaker) about brand loyalty and Gen Z/millennial expectations in B2B. Key claims: 73% of consumers internationally say they are more loyal to brands they believe are authentic; among Gen Z, 43% prefer humorous ads while only 17% say they resonate with ads aligned on social messaging. The speakers conclude B2B brands must build comfortable brand affinity and also deliver a seamless, ‘Amazon-like’ buying experience even for industrial products.

Questions this video answers

73%.

43%.

17%.

73% of consumers internationally agreed with the statement I am more loyal to brands and retailers who I believe are authentic.
Right?
Contrary to widely held belief about Gen Z and millennials, 43% of Gen Z or said they preferred ads to be humorous compared to 17% resonating with ads they were aligned with on social messaging. So I'm not suggesting in this that we need to think about being funny when we're a wholesale distributor. My takeaway from this is you need to have a brand that people can become comfortable and have affinity for, but then you need to give them all the stuff that they want. Which the struggle now in B2B is people want an Amazon experience when they're buying conveyor belts.
Brand certainly gives you that advantage, all things being equal brand. But that doesn't mean hey, I have a great brand, but then I don't have a good experience as it relates to convenience.