Brand Love Is More Than Emotion — It’s an Economic Superpower

By Allison McClamroch, Head of Brand U.S.

05/06/25

Zeno Brand Love and Demand

At a time when every dollar is scrutinized and brand trust feels hard to earn, the companies that are winning hearts and wallets go beyond transactions to build true connections. What attracts consumers and keeps them coming back? The answer: love.  

Our new Brand Love + Demand study reveals 87% of U.S. consumers support brands they love with dollars and devotion—72% will do so even when it’s inconvenient (defined as issues related to price, accessibility, or availability). This research underscores a seismic shift in consumer behavior: emotional loyalty has become more influential than convenience or price.  

Love is the new loyalty, but it’s more than a warm and fuzzy concept. It’s a serious business strategy.

Beyond Convenience: The Strategic Shift from Customer Acquisition to Emotional Retention 

As part of Zeno’s Human Project™, we surveyed more than 3,000 U.S. consumers to understand what it takes to attract, nurture, and build bonds with brands. Consumers today want chemistry, not just convenience. They want interactions that feel less like business deals and more like real relationships. 

Every Generation Has a Love Language 

Brands that embrace generational love languages can spark loyalty over time. For marketers and communication professionals, these love languages are connected to messaging, values alignment and emotional storytelling. 

Brand Love + Demand’s generational breakdown offers a starting point for tailoring communications and campaigns. Gen Z is all about identity, transparency and innovation. Millennials are loyal but demanding, expecting consistency, relevance and impact. To Gen X, trust is everything. For Boomers, love is built on tradition and reassurance. 

Nail the nuances, and your message not only lands but fosters affection and connects on a deeper level.

Why Consumers Break Up with Brands 

Of course, love can fade. Zeno’s study revealed the top reasons consumers fall out of love with a brand: price increases (53%), declining quality (44%) and misalignment with values, emotional disconnect or reputational concern (38%). Brand love must be continuously earned and protected. 

Category-Specific Loyalty Patterns 

Brand love behaves differently across sectors. While some categories can rely on consistency, others must fight for consumer affection. Love, not just utility, is the competitive edge. 

  • In grocery, 82% of consumers stick with their go-to brands. 
  • Travel and leisure loyalty rates sit at just 36%. 
  • Price rules in retail—especially for Gen X and Boomers.  
  • In tech and electronics, Gen Z and Millennials prioritize innovation, user experience and social proof. 
  • In financial services, loyalty is split. Gen Z shows high trust when value is proven, while Boomers are more skeptical.  

What This Means for Brand Leaders and Communicators 

So, what’s the big takeaway? To stay in the game, love + demand must go hand-in-hand.  

If you're building a brand in 2025, know that love turns users into ambassadors and products into part of someone’s identity. It’s driven by trust, purpose, and emotional resonance. When strategy drives love and loyalty, consumers don’t just buy...they believe. Demand might put your brand in the cart, but love keeps it there.  

To explore the full Brand Love + Demand study, please contact us.