Authenticity, Activism and Trust: Understanding the Loyalty of Generation Z Consumers.

Abstract

This briefing paper examines how socio‑political issues, shifting generational values and evolving expectations of corporate responsibility shape brand identity and customer loyalty among Generation Z consumers in the United Kingdom (UK). Definitions vary, but Generation Z is generally considered to represent those people who were born between 1997 and 2012 (Wadud et al., 2026). As younger consumers increasingly evaluate brands through ethical, social and political lenses, our research explores how positioning around community, inclusion and sustainability is interpreted, contested and renegotiated by customers. Using a high street coffee shop chain as a case study example, and drawing on qualitative insights, our study highlights the growing complexity of consumer–brand relationships, and the conditions under which loyalty becomes fluid, contingent and dependent on perceived authenticity and trust.