In a culture of individuality and a fragmented media landscape, a new Confidant/Vytal brand devotion study reveals nearly half of consumers prefer brands that speak to specific interests over mass appeal
December 19, 2024 – NEW YORK – In a culture increasingly defined by individuality and self-expression, brands that authentically embrace and engage consumers in subcultures with a more tailored message will win more devoted followers. According to a new brand devotion study by Confidant, the strategic communications firm, and marketing insights firm Vytal, 45% of Gen Z, Millennial, and Gen X Americans feel more connected to niche communities than to mainstream culture, with nearly half (46%) preferring brands that cater to specific interests over those with broad, mass-market appeal. The findings reflect a growing demand for authenticity, relevance, and a sense of belonging in the consumer-brand relationship.
“The research reveals how community connections drive brand devotion with an overwhelming majority (88%) of Americans engaged in niche communities,” said Natalie Mbogo, Chief Strategy Officer of Vytal. “This deep involvement in multiple communities correlates directly with brand advocacy and increases likelihood to support, recommend, and engage with brands. Brands’ most valuable advocates aren’t defined solely by demographics anymore, but also their involvement across multiple specialized communities.”
The study comes at a time when brands are navigating a deeply fragmented media landscape. The findings align with cultural moments like the 2024 U.S. Presidential Election, where influential niche platforms, such as podcasts and news influencers, played a key role in shaping public opinion among specific segments of the population.
“Our study confirms that brands thrive when they go beyond surface-level cultural relevance and create authentic connections with niche communities,” said Garland Harwood, co-founder of Confidant. “Consumers are tired of brands grasping at trends; they want brands that truly understand their subcultures and give them tools to express their own identities. Brands that can deliver this will build deeper loyalty and drive meaningful impact in a fragmented media landscape.”
The study’s findings uncover the emotional and practical forces behind modern brand devotion, offering a roadmap for brands looking to thrive in a fragmented cultural and media landscape.
The Role of Community in Brand Loyalty: Community connections are critical to forging brand loyalty, with 51% of consumers saying feeling part of a brand’s community is important to them and 53% of respondents saying they are likely or very likely to try a brand recommended by their community.
Brands as Extensions of Identity: Consumers are not just buying products—they’re buying into the values and identity a brand represents. Half (50%) of respondents said they use brands as a way to express their identity and values, and 53% said they see their lifestyle and aspirations reflected in the brands they love. This emotional connection has real behavioral impact: 1 in 3 (35%) consumers have waited hours—physically or digitally—for a product from a brand they love, and 57% admit to overspending on these brands.
What Builds—and Breaks—Brand Devotion: While community and identity drive loyalty, consumers are clear about what could make them walk away. Quality reigns supreme, with 59% of respondents saying a decline in product quality would lead them to disengage. Other key dealbreakers include negative customer service experiences (43%) and the availability of better alternatives (38%). Controversial actions (29%) or a misalignment in values (23%) are less significant but still noteworthy factors in how consumers evaluate their devotion to a brand.
The Influence of Media and Representation: When it comes to influencing brand devotion, positive news coverage in trusted outlets ranked highest, followed by the brand’s social media channels and email communications. While celebrity endorsements and influencers ranked lower in importance, cultural relevance still plays a role—1 in 3 (35%) respondents say having athletes, artists, or musicians from their community connected to a brand makes them feel more aligned with it. For brands, this highlights the importance of balancing authenticity with visibility in building consumer trust.
As brands prepare for 2025, the study’s findings provide a clear roadmap: prioritize authenticity, align with niche communities, and deliver experiences that resonate on a personal level. In a time when individuality reigns and cultural fragmentation grows, the brands that succeed will be the ones that build genuine connections and offer consumers more than just products—they’ll offer belonging.
Methodology
This Confidant/Vytal poll was conducted September 16-30, 2024 by Pollfish. The poll is based on a nationally representative sample of 1,000 U.S. adults across Generation Z, Millennial, and Generation X with balanced representation across each generational cohort. The survey was conducted in English.
The data were weighted to adjust for gender, age/generation, race/ethnicity, and household income. The study included both quantitative online surveys and qualitative focus group discussions.
- Gender (Male, Female) by Age (Gen Z: 18-27, Millennial: 28-43, Gen X: 44-55)
- Race/Ethnicity (White, Black or African American, Hispanic, Asian, Some other race)
- Household Income ($0-49,999, $50,000-99,999, $100,000+)
Results of any sample are subject to sampling variation. The magnitude of variation is measurable and affected by the number of interviews and the percentages expressing results. In this study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample. The margin of error for generational subgroups is ±5.4 percentage points.
About Confidant
Confidant is a creative and strategic communications agency named for the role we play with brands. We’re an experienced team of big agency defectors paving the way for a new, agile communications agency model. With a vision for serving clients better through smaller, more dedicated teams of experienced and well-cared-for professionals, Confidant brings big agency thinking and boutique agency agility. With offices in NYC (PR) and Nashville (Creative), clients include some of the most beloved brands in the world. https://www.confidant.co/
About Vytal
Vytal revolutionizes consumer research by transforming research participants into active brand allies through its proprietary panel engagement model, delivering deeper audience understanding and authentic insights that drive meaningful brand connections. https://www.vytal.world
Confidant and Vytal are both members of the Nostos Network, a community of fully vetted, values-aligned independent marketing agencies, consultancies, studios, and more across the US and UK.