Brand switching stays high at 74% of shoppers
Customers are treating brands less like identities and more like options that must keep earning their place.
The brand you used to buy by habit now sits next to cheaper, faster, better-reviewed alternatives every time you open your phone.
Nearly three out of four shoppers switched brands in the past year, and the rate was 81% for Gen Z and millennials.
- price comparison is instant
- delivery makes alternatives easy
- social platforms expose people to new brands
- subscriptions and apps make canceling feel normal
Your loyalty is becoming something brands have to re-earn each time. That gives you leverage, but it also means you need your own rules so every discount does not pull you around.
Behind the numbersOpen
Salesforce reported in its 2022 customer research that 71% of consumers had switched brands at least once in the past year. Salesforce’s Connected Shoppers research, reported by EMARKETER in 2025, found 74% of shoppers switched brands in the past year, with 81% among Gen Z and millennials, 74% among Gen X, and 63% among baby boomers. The 81% point is a subgroup, not the total market, so the direction is strong but not perfectly apples-to-apples.