Success strategies for stronger brand loyalty in the target group benchmark

The dataset documents which strategies respondents say could help brands better target them, comparing three groups: the total population, Gen Z, and people with an interest in sports. The survey was conducted in January 2025.

Personalized offers rank first across all three groups, cited by 39% of all respondents, 40% of sports fans, and 40% of Gen Z. Sustainable and environmentally friendly product lines follow among all respondents at 33% and among sports fans at 35%, while Gen Z places this option lower at 27%. The two groups diverge more clearly on digital and experiential formats: more digital interactions are selected by 32% of Gen Z versus 20% among all respondents and 22% among sports fans. Events or live experiences follow a similar pattern at 29% for Gen Z versus 20% overall. Collaborations with celebrities or influencers are cited by 25% of Gen Z, compared to 13% across all respondents.