Trend: Familiarity. Consumers surrounded by more choice, financial pressure and increasingly complex discovery are finding greater value in brands they already know and trust. CivicScience data reveal that younger consumers are unexpectedly driving a resurgence in Brand Loyalty, turning familiar brands into a source of Reassurance. Why Everyone Is Talking About It: Gen Z Is Bringing Brand Loyalty Back Brand loyalty was remarkably stable for much of the 2010s, with around 31%