381. Zeno Project. Brand Love & Loyalty.
Allison McClamroch
September 25, 2025
Listen to full episode :
In this episode, Allison McClamroch, head of Brand US at Zeno Group, shares her agency's recent research on brand love and loyalty. Zeno Group, a global integrated communications firm, has been studying human values for nearly a decade through their Human Project. The discussion covers their methodology, what drives brand loyalty, and how it varies across different categories and demographics.
Key points from the conversation:
Research Methodology and Demographics: The study discussed was conducted with a sample of 4,500 consumers from the US and Canada, ranging from Generation Z to Baby Boomers. The study oversampled Black and Hispanic audiences to ensure a comprehensive understanding of loyalty drivers across different demographics.
Defining Brand Love: The research defines brand love primarily as loyalty. It explores what attracts consumers to a brand, what keeps them loyal, and what causes them to abandon a brand, especially in challenging economic times.
Influence of Generational Differences: The findings indicate that younger generations like Gen Z prioritize shared values with brands more than older generations. For example, 92% of Gen Z respondents want brands to reflect their personal identity.
Role of Social Media and Word of Mouth: For Gen Z and millennials, social media serves as the modern word of mouth. Influencers and social media recommendations are crucial for building brand love and loyalty.
Key Imperatives for Brands: Four actions for brands to foster enduring love: emotional resilience, cultural relevance, consistent resonant experiences, and re-earning trust through meaningful actions.
You can access study highlights on this One-Pager
Click here for Allison’s blog post on Brand Love
Allison McClamroch is an experienced integrated communications marketer with more than 20 years of success helping brands achieve impact among their key audiences. As Head of Brand US for Zeno Group, she leverages that expertise to help clients succeed in creating impact – whether by being part of culture, creating one more reason to buy, or driving enduring love between brands and consumers. Allison also manages a varied group of clients including The Coca-Cola Company, Chick-fil-A, the US Olympic and Paralympic Committee, and more. She leads the Zeno Brand team with creative, award-winning campaigns for clients, focusing on strategic ideas that map back to true business impact.
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Allison McClamroch
Zeno Group