What does brand love actually mean in 2026?

In an era of endless doom-scrolling and fleeting trends, forging a connection with 16–24 year old Gen Z that leads to long-term advocacy and repeat purchases feels like trying to catch lightning in a bottle.

With the amount of brand pop-ups with hour-long queues, or social media ads disguised as organic content, do young consumers even feel real connections to brands anymore?

In this blog, we dive into young consumers’ complex relationships with brands, and how to work on authenticity and transparency to foster brand love that lasts.

‍

The reality of youth brand relationships

Our PION100 UK research finds that young consumers are surprisingly “pro-brand,” with 87% of 16-24s reporting positive feelings toward the brands in their lives.

Contrary to popular belief, this love isn’t fragile–young people are not as radical about brand values and controversies as they are often painted them out to be–but it is expensive.

The financial reality of most young consumers keeps them from “loving” your brand as much as they would like it.

This is the affordability gap.

While love is high, the ability to buy is constrained by financial realities, with rent and bills consuming 75% of most young budgets. 72% of 16-24s describe themselves as careful with their money.

Brand love means wanting the brands they value at a price they can actually afford.

‍

Case study: Boots, the self-care champion

If you want to see brand love in action, look no further than Boots, which secured the #1 spot in the PION100 health & fitness ranking with a staggering 76% love score.

Boots dominated through plain old brilliant rewards. The Boots Advantage Card doesn’t just reward young consumers’ purchases – it funds them. Young consumers actively choose Boots because loyalty programs make money work harder.

The model proves that in sectors where spending feels necessary rather than aspirational, rewards create emotional connection that pure product quality cannot.

Boots also masters high street presence with consistent stock making them the default health and wellness destination.

‍

‍

‍

The way forward: Turning love into spend

Building brand love in 2026 requires moving past superficial engagement and addressing the affordability gap.

Love and spend are not the same; a brand can be beloved but financially out of reach. To win, you must be native to digital spaces, deliver on your primary promise, and respect the pragmatic mindset of the UK’s 16-24s.

Three actionable takeaways:

1. Stop Apologizing for Value: If you are a discount or affordable brand, lean into it. Make young people feel smart – not cheap – for choosing you.
2. Close the Affordability Gap: Use student discounts and gated offers not as margin erosion, but as relationship investments that convert desire into sales.
3. Solve Real Problems: Whether it’s the seamless utility of PayPal or the “zero-judgment consistency” of McDonald’s, emotional connections follow brands that make life genuinely better or easier.

We’ll dive further into the mechanics of brand love and the full PION100 data set at YMS LDN on May 21st. Don’t miss your chance to hear directly from the industry leaders and the young consumers themselves.

‍