How Gen Z Is Transforming Local Search and Brand Loyalty Dynamics
In a rapidly evolving digital landscape, Generation Z (Gen Z) is leading the charge in redefining how consumers approach local search and brand loyalty. A recent study by SOCi, titled the 2025 Consumer Behavior Index (CBI), highlights a shift in attitudes and behaviors among younger consumers, underscoring their pivotal role in shaping the future of marketing.
The traditional path to making purchases has splintered into diverse channels, placing Gen Z firmly in control. The CBI reveals that younger consumers embark on a fragmented journey characterized by dynamic interactions across multiple platforms.
Whereas earlier generations may have relied on a singular search engine or a mapping application, Gen Z engages with a mosaic of sources, each contributing to their decision-making process. Their local discovery often starts on TikTok, meanders through social media platforms like Instagram, and dips into Reddit threads or Yelp reviews before concluding with a Google Maps search. This evolution underscores the importance of meeting these consumers where they are, across various digital touchpoints.
Monica Ho, SOCi's Chief Marketing Officer, emphasizes the necessity for brands to adapt to this changing paradigm. "Legacy marketing models weren't built for today's buyer," she states. "Gen Z doesn't follow a predefined path; rather, they create their own. Brands that can't engage with them authentically across different platforms risk losing their trust and their business."
The growing trust in peer-driven content stands in contrast to traditional marketing methods. Although conventional search engines and navigation tools maintain a high level of credibility among all age groups, Gen Z demonstrates a willingness to experiment with emerging technologies, particularly AI-driven platforms. However, their cautious stance on AI’s reliability underscores a preference for user-generated content on social media channels, which increasingly shapes their purchasing decisions.
The 2025 CBI also reveals concerning trends around brand loyalty. Approximately one-third of consumers aged 18 to 24 and over one-third of those aged 25 to 34 reported a decline in their loyalty to brands compared to the previous year. In fact, for the youngest buyers, traditional brand reputation is only the ninth most critical factor during purchasing decisions, trailing behind aspects like price, quality, convenience, customer reviews, and engaging visual content.
"There’s no single source of truth anymore," Ho notes. "Consumers, especially younger ones, construct their understanding of a brand based on multiple inputs, compiling the 'full picture' from various platforms. In order to garner their trust, brands must showcase their value at every point of interaction."
The research for the CBI was conducted from February 19 to February 24, 2025, involving 1,001 adult respondents from the U.S., with a balanced representation across demographics. For those seeking to delve deeper into the findings of the 2025 Consumer Behavior Index, SOCi provides comprehensive insights at their official website.
As an AI-powered marketing solutions leader, SOCi specializes in serving multi-location businesses. Their innovative Genius AI™ and Genius Agents™ provide a unique digital workforce capable of undertaking extensive local marketing tasks, enabling brands to effectively enhance their digital presence, engage customers, and accelerate growth. SOCi's contributions to the industry have been recognized by Fast Company among the World's Most Innovative Companies, necessitating attention from marketers keen on navigating this changing landscape successfully. To learn more about SOCi's offerings or to explore potential collaborations, visit their website at soci.ai.
The traditional path to making purchases has splintered into diverse channels, placing Gen Z firmly in control. The CBI reveals that younger consumers embark on a fragmented journey characterized by dynamic interactions across multiple platforms.
Whereas earlier generations may have relied on a singular search engine or a mapping application, Gen Z engages with a mosaic of sources, each contributing to their decision-making process. Their local discovery often starts on TikTok, meanders through social media platforms like Instagram, and dips into Reddit threads or Yelp reviews before concluding with a Google Maps search. This evolution underscores the importance of meeting these consumers where they are, across various digital touchpoints.
Monica Ho, SOCi's Chief Marketing Officer, emphasizes the necessity for brands to adapt to this changing paradigm. "Legacy marketing models weren't built for today's buyer," she states. "Gen Z doesn't follow a predefined path; rather, they create their own. Brands that can't engage with them authentically across different platforms risk losing their trust and their business."
The growing trust in peer-driven content stands in contrast to traditional marketing methods. Although conventional search engines and navigation tools maintain a high level of credibility among all age groups, Gen Z demonstrates a willingness to experiment with emerging technologies, particularly AI-driven platforms. However, their cautious stance on AI’s reliability underscores a preference for user-generated content on social media channels, which increasingly shapes their purchasing decisions.
The 2025 CBI also reveals concerning trends around brand loyalty. Approximately one-third of consumers aged 18 to 24 and over one-third of those aged 25 to 34 reported a decline in their loyalty to brands compared to the previous year. In fact, for the youngest buyers, traditional brand reputation is only the ninth most critical factor during purchasing decisions, trailing behind aspects like price, quality, convenience, customer reviews, and engaging visual content.
"There’s no single source of truth anymore," Ho notes. "Consumers, especially younger ones, construct their understanding of a brand based on multiple inputs, compiling the 'full picture' from various platforms. In order to garner their trust, brands must showcase their value at every point of interaction."
The research for the CBI was conducted from February 19 to February 24, 2025, involving 1,001 adult respondents from the U.S., with a balanced representation across demographics. For those seeking to delve deeper into the findings of the 2025 Consumer Behavior Index, SOCi provides comprehensive insights at their official website.
As an AI-powered marketing solutions leader, SOCi specializes in serving multi-location businesses. Their innovative Genius AI™ and Genius Agents™ provide a unique digital workforce capable of undertaking extensive local marketing tasks, enabling brands to effectively enhance their digital presence, engage customers, and accelerate growth. SOCi's contributions to the industry have been recognized by Fast Company among the World's Most Innovative Companies, necessitating attention from marketers keen on navigating this changing landscape successfully. To learn more about SOCi's offerings or to explore potential collaborations, visit their website at soci.ai.
Topics Consumer Technology）
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