Gen Zers have a huge market cap with over $300 billion in spending last year alone, but so many brands fundamentally misunderstand them. Gen Z’s wrap is a flakey influence-obsessed buy-cheap consumer. However, the data points in a different direction. A study by Student Beans Research found that they have exceptionally high brand loyalty with 42% willing to commit to a forever brand if they deliver a positive buying experience. They also want their brands to endorse positive change and sustainability while being transparent about how they plan to get there. Having payment installments are also the key to the subscription generation’s ability to develop brand loyalty. Finally, they want a dialogue with whom they consume and a two-way street will win them over.