Boomers Are the Least ‘Brand Loyal’ Generation
Baby boomers are the least brand loyal among all the age groups, the survey found. Only 56 percent of boomers chose the same brand for a major purchase in the last year, while 58 percent of Gen Xers and 69 percent of millennials did the same.
"I don't think it's that boomers are jumping from brand to brand, but more likely that they aren't shopping at the same level as the younger generations," said Rittler. "They're more established in that they likely have a home (or maybe even two) that is furnished, that has appliances, so they are shopping less frequently — which means they don't have the same brand loyalty that active shoppers will have."
Interestingly, boomers are also unlikely to try new brands. Only 15 percent said they would try a new brand when making a major purchase compared to 17 percent of millennials and 24 percent of Gen Xers.