Trend Loyalty vs. Brand Loyalty
- Jeong Hyeon
- Nov 7, 2025
- 9 min read
Updated: Nov 8, 2025
[Just Listen]
[Just Read]
Dissecting the Brand Loyalty Erosion
'Brand loyalty' has been a key marketing strategy, involving the detailed construction of 'personas' for loyal customers who prefer the company, and the precise execution of all marketing activities tailored to their characteristics. Against this backdrop, companies could convey professionalism and credibility by focusing on their products' unique features and the brand's history.
However, as Gen Z becomes the primary consumer base, evaluations are emerging that a paradigm shift is occurring, with research showing 'trend loyalty' having a stronger influence than 'brand loyalty'. Another study also showed that Gen Z's brand loyalty score is 19 points lower than that of other generations. This research indicates a shift in consumption patterns: Gen Z consumers, rather than being loyal to brands, tend to choose 'whatever option they prefer at the moment,' based on their vast access to information and curiosity. *Gen Z is the generation following Millennials (Gen Y), born between the mid-1990s and the early 2010s.
[Research Results]
According to a 2017 study by global consulting firm Accenture, (which looked at) brand loyalty across industries: Apparel/Fashion: Only 16% of Gen Z shop at a single store.(Millennials: 26%)
Health/Beauty: Only 19% of Gen Z shop at a single store. (Millennials: 34%)
Groceries: Only 38% of Gen Z shop at a single store. (Millennials: 55%)
But can this be seen solely as a characteristic of Gen Z? With the universalization of the internet and SNS, access to information has been maximized. Consumers, regardless of age, can now easily encounter countless brands and decide on purchases based on trends. Perhaps this suggests that the ease of accessing more information and brands has created an environment where traditional loyalty to specific brands is inevitably weakening?
Is the Reason for Distancing from Brand Loyalty Really a Gen Z Trait?
Rather than being a Gen Z characteristic, isn't this phenomenon closely linked to the development of the digital environment? There are several aspects where the explosive growth of e-commerce and the advancement of the mobile app environment can be seen as key factors weakening brand loyalty.
Timing Coincidence
The mid-to-late 2010s, when Gen Z entered their 20s and emerged as primary consumers, perfectly coincides with the period when domestic IT services were innovating with 'simplicity' as their weapon.
At that time, 'Toss' simplified transfers, breaking down the massive barrier of public certificates, while KakaoBank and K-Bank changed the financial market's banking environment. In e-commerce, simple payments like Naver Pay and Kakao Pay spread, simplifying complex payment processes to a 'one-touch' level.
Gen Z is the first generation to experience this convenience as the 'standard' from the moment they began their consumer activities. The prestige of a 'famous bank' or 'large shopping mall' was no longer a reason to endure an inconvenient UX. Furthermore, an environment was created where convenient services could be easily accessed at any time.
E-commerce: An Arena of Infinite Competition
Whereas in the past consumers had to visit specific department stores or brand shops, they can now encounter tens of thousands of brands through a single app, whether it's a massive platform like Naver Shopping or Coupang, or a vertical commerce app like Musinsa, 29CM, or Today's House.
With just a few taps, consumers can compare prices, ingredients, and user reviews in real-time, and the 'switching cost' for comparison has become '0'.
The Overwhelming Mobile Accessibility of 'App Natives':
Gen Z is the 'app native' generation. As of 2024, the smartphone penetration rate for Korean adults reaches 98%, and it's practically 100% for those in their 10s to 40s. This environment allows everyone in Korea to freely navigate numerous channels, from major commerce apps like Coupang (over 33 million monthly users) and Musinsa (over 7.2 million monthly users) to specialized fashion/secondhand trading apps.
Ultimately, the 'maximized accessibility' brought by technological advancement has provided an environment where Gen Z can switch to a better option at any time, which has naturally led to the weakening of brand loyalty. In particular, the recent trend of using AI for everything from product discovery to purchase is reducing the touchpoints where consumers encounter brand stories or even see the brand name, which can be seen as another reason for declining brand loyalty.
A Shift in the Standard of Trust (From Corporations to Individuals...)
The most dramatic change observed in the modern consumer market is the 'axis of trust' shifting from traditional corporations (Brands) to individuals (Creators). This phenomenon is especially prominent among Gen Z and signifies a fundamental transition in the consumption paradigm.
According to one report, 57% of Gen Z beauty consumers cited 'creators' as the key reason for their purchase decisions, a figure that overwhelmingly surpasses recommendations from friends or acquaintances (2%). This suggests that in the Customer Journey, Gen Z trusts the bond and expertise formed through 'parasocial interaction' with creators more than the influence of their peer group network. This change stems from how Gen Z perceives traditional advertising.
The End of One-Way Messaging: One-way (monologue) advertising messages broadcast by companies no longer earn effective trust from Gen Z. They tend to view ads as 'intentional persuasion' and receive them critically.
Proof of 'Authenticity': In contrast, Gen Z finds 'authenticity' when individual creators transparently disclose information (Transparency), actively engage in dialogue through comments and live broadcasts (Interaction), and share behind-the-scenes stories like product development processes or failures (Behind-the-Scenes). This authenticity is a 'raw' appeal that traditional companies found difficult to provide and is a core asset of trust.
Gen Z grew up quickly and easily encountering cases of trust loss by corporations in the digital environment (e.g., greenwashing, data breaches, evading social responsibility).
As a result, they have internalized the perception that an organization that doesn't guarantee 'sincere communication' and 'value alignment' cannot be trusted, regardless of its size or reputation. In other words, for Gen Z, trust is not a 'fixed asset' guaranteed by a company's size, but a 'variable asset' that must be continuously 'proven' through transparent processes and 'earned' through value alignment.
Marketing Strategies for the Trend-Loyal Consumer
Authenticity as a Product: From Brand 'Storytelling' to 'Storydoing'
A visual representing "Brand Storydoing" over "Storytelling," depicting a brand actively engaging in sustainable practices, diverse hiring, and transparent communication, rather than just telling a narrative. It illustrates sincerity and actions aligning with values.
Gen Z judges brands by their actions, not their words. Therefore, authenticity is not a message to be included in an ad campaign, but a core value that must be embedded in all corporate activities.
Gen Z expects a brand's internal operating policies and its externally projected messages to align perfectly. This requires efforts toward sustainability, promoting diversity and inclusion within campaigns and the organization, and an attitude of transparently admitting and communicating mistakes.
Ultimately, this is an era where the brand's actions, not its advertising, tell the real story.
Community as a Channel: Building an Ecosystem of Participation
An illustration of a vibrant online community, with a brand's logo at the center, surrounded by diverse users interacting on social media, participating in live events, and providing feedback, symbolizing active community building and co-creation.
The marketing paradigm is shifting from a transaction-centric model of 'selling' products to customers, to a relationship-centric model of 'building' the brand together with the community.
The core strategy is to instill a perception that consumers belong to the brand and are building it together. Ultimately, these activities can be the most effective way to transform passive consumers into active brand advocates.
Beyond simply inducing participation, such as communicating in real-time through TikTok live broadcasts or brand hashtag events, it is crucial to actively accept user feedback and update services accordingly. The KakaoTalk update incident in October 2025 can be seen as a prime example showing that failure to communicate with users can lead to powerful business risks.
Content as Conversation: Mastering the Language of Digital Culture
A smartphone displaying a vibrant social media feed with short, engaging video content, emojis, and memes. Text on the image emphasizes "Mobile First (75% preference)," "Short-form Video," "Humor & Memes," and "Content as Search Engine (TikTok)," illustrating the 'Trojan Horse' strategy for Gen Z marketing.
To target Gen Z, a content strategy that communicates in their language on their core platforms is essential.
The platforms where Gen Z spends the most time are YouTube, TikTok, and Instagram, and 75% prefer mobile devices, so all strategies must be designed based on 'Mobile First'. For content, short, visually intense video formats are more effective than text, and humor and an understanding of the latest memes should be used to make the brand feel friendly and pleasant.
A point of particular interest is that Gen Z uses social media like TikTok as a search engine for product information. This means content must be useful, not just fun. The most successful Gen Z content employs a 'Trojan Horse' strategy that doesn't feel like an ad. In other words, it's a method that highlights values like entertainment or information upfront, while naturally weaving the brand message within. Hanatour's 'Quokka Vlog' borrowed the format of a fun, "B-grade" animal documentary to advertise travel products, which can be seen as a successful case that drew voluntary views from ad-avoidant Gen Z.
Agile Marketing
An infographic illustrating the Agile Marketing cycle: "Rapid Execution & Iteration" as a central theme. It shows steps like "Idea," "Test," "Learn," "Adapt," and "Launch," emphasizing speed, data-driven decisions, and continuous improvement over rigid planning.
'Agile Marketing' refers to a marketing technique that operates based on rapid execution and iterative improvement rather than perfect planning. It's an approach that values data-driven experiments over individual opinions, and close collaboration over traditional departmental report-based cooperation.
Through agile marketing, teams must be able to quickly test hypotheses when new cultural phenomena arise, learn from failures, and flexibly modify strategies. This requires a shift in thinking away from pursuing 'perfection' before a campaign launch, and toward operating marketing quickly based on trends and rapidly improving through real-time data and customer feedback.
The Marketer's Competency: Redefining Core Skills for a New Generation
In this changing environment, what skills and mindset does a marketer need to succeed? If you are considering a career as a marketer or a job change, please read on.
Data Operation Ability
An image of a marketer analyzing various data visualizations (charts, graphs) on multiple screens, with text emphasizing "Data Operation Ability." The focus is on deriving strategic insights from datasets and asking the right questions, rather than just tool proficiency.
In the past, proficiency with marketing tools (e.g., Google Analytics) was important for specific marketing operations. However, for the marketer of the future, the ability to look at a dataset and derive strategic insights, regardless of the tools used, has become more crucial.
The key is the ability to ask the right questions of the data and to make logical, evidence-based arguments for action plans. Talent with experience solving actual problems by analyzing simple survey results is becoming more important than someone with a specific platform certification.
Trend-Sensing Ability
An image depicting a marketer with antennae, symbolically attuned to various digital trends, memes, and cultural conversations flowing around social media icons (TikTok, Instagram, YouTube). The emphasis is on understanding why trends resonate with Gen Z, avoiding "corporate cringe."
The ability to understand and speak the subtle language of rapidly changing digital culture, memes, and trends is one of the most essential skills. It requires more than just observing trends; it demands a deep, empathetic understanding of why a specific trend resonates within the Gen Z community.
This competency helps marketers avoid the 'corporate cringe' criticism that comes from awkwardly chasing trends and instead allows them to participate in cultural conversations in a way that earns praise (like "they really get it"). The Samsung & Demon Hunters ad can be seen as an example.
Strategic Agility and Multi-tasking Ability or Collaborative Ability
An image illustrating "Strategic Agility & Collaborative Ability." It shows a marketer as a problem-solver, connecting different ideas, adapting quickly, and collaborating seamlessly with team members. The visual represents a flexible, agile mindset focused on rapid iterations and updates rather than perfect initial outcomes.
The marketer of the future must perform the role of a strategic problem-solver, not just a campaign executor. This demands agility not only in process but in mindset itself, requiring the ability to connect different ideas and pivot quickly.
But the most important thing is the agile output after a quick decision. Rapid operation and updates through improvement have become more important than a perfect result. If work is well-divided among departments, rapid response and collaboration skills become crucial. If not, the ability to create agile results based on proficiency with various tools, rather than a single perfect output, has become one of the most important skills.
What does everyone think about these changes?
Source Sites:
Accenture Newsroom: https://newsroom.accenture.com/news/2017/generation-z-to-switch-the-majority-of-purchases-to-retailers-that-provide-the-newest-digital-tools-and-channels-accenture-research-reveals
https://www.medallia.com/blog/gen-z-characteristics-businesses-need-to-know/
International Trade Administration (trade.gov): South Korea - eCommerce (스마트폰 보급률 관련)
와이즈앱·리테일·굿즈: 2025년 1~4월, 불황 속 주목해야 할 커머스 앱 트렌드 (쇼핑 앱 사용자 통계 관련)
Nowak & Partner: The E-commerce Market in South Korea (간편결제 및 모바일 커머스 발전 관련)https://www.medallia.com/blog/gen-z-characteristics-businesses-need-to-know/
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