Gen Z twice as likely to buy from a brand with a sonic identity

Young adults are almost twice as likely to purchase from a brand that has a sonic identity, signalling the importance of sound within brand marketing, according to a new study from audio branding agency DLMDD and YouGov.

Overall, 12% of all British adults say a sonic identity makes them more likely to continually purchase from the brand, with this doubling to 23% among those aged 18 to 24.

This suggests having a familiar sonic identity can help brands stand out among competitors and build consumer loyalty. The research found that those aged 18 to 24 are twice as loyal to brands with a distinctive sound/jingle, at 20% compared to 11% among all adults.

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