SAP Emarsys research flags death of brand loyalty as Gen Z customers obsess over viral products

The age of lifelong brand devotion is over, according to the fifth annual Customer Loyalty Index (CLI) from SAP Emarsys. 

In its place, a new phenomenon is emerging: ‘Trend Loyalty’ - an emotionally charged, fast moving allegiance driven by viral moments rather than long-term trust:

• 45% are more likely to trust a product if it goes viral

• 33% trust TikTok and social media trends more than ads or brand websites

• 41% have bought products promoted by influencers - almost double the overall average of 21%  

• 64% say they’re loyal to products, not brands

This is particularly true of younger generations, with 43% of Gen Z shoppers admitting to buying a product purely because it was trending on social media - almost double the rate of the general population. In fact, 20% of Gen Z say they’re loyal to brands because they trend, while 25% will be less loyal if a trending product disappoints.

“Trend Loyalty is both a risk and an opportunity for brands,” says Sara Richter, CMO at SAP Emarsys. “It’s driven by hype, not history. If marketers want to turn the emotional rush of a trending moment into something more meaningful and lasting, they need to move fast -and understand each customer on a personal level. What sparked their interest? What emotional need did the trend tap into?”

“AI powered personalisation at scale is key. It empowers brands to respond with relevance and speed, transforming one-off moments into repeat engagement and long-term loyalty.”

SAP Emarsys says that Trend Loyalty represents a powerful opportunity for brands that understand their customers in real-time. In a world shaped by shifting values and fast moving trends, success depends on connected data and real-time personalisation.

Luxury beauty brand Molton Brown is piloting this strategy. Behind the scenes, the brand uses SAP solutions to build a more connected customer view capturing online behaviour, in-store interactions, and campaign responses. This enables boutique associates to offer personalised recommendations, while AI driven insights power real-time engagement across channels. The result: a double-digit uplift in campaign conversions during key moments.

Alongside the CLI, SAP Emarsys has launched the B2B Buyer Loyalty Index (BLI), a new study exploring how business buyers form loyalty and make decisions.

“Loyalty means giving customers a reason to repeat, expand and refer,” says Fred Reichheld, Bain Fellow, and creator of the Net Promoter Score. “Every interaction - whether with your brand, your people, or your systems - should deliver value that customers and partners would genuinely miss if it disappeared.”

2025 RTIH INNOVATION AWARDS

Customer loyalty will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now closed for entries with our finalists and shortlists being announced last week, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.