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

An overview of the brand assets that make British consumers more likely to purchase from a brand.

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.