---
title: Brand Loyalty is Changing. Is it Dead?
description: "Brand Loyalty is Changing. Is it Dead? Consumers are now more inclined to\nmake choices that fit with their budget."
image: https://blog.b2edata.com/hubfs/Shopping%20for%20Cars%20-%20Branding%20article%20(1).png
---

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- [B2E Data Blog](https://blog.b2edata.com/)

# B2E Data Blog

## [Brand Loyalty is Changing. Is it Dead?](https://blog.b2edata.com/brand-loyalty-is-it-dead)

 Nov 21, 2023, 12:11:50 PM / by [Keith Snow](https://blog.b2edata.com/author/keith-snow)

- [Tweet](https://twitter.com/share)

Recent data is pointing toward an evolving, and perhaps unsettling, trend in the world of  
consumer behavior. Brand loyalty seems to be fading, and even more rapidly in the years since  
the pandemic. The [figure dropped 11%](https://finance.yahoo.com/news/loyalty-landslide-us-consumers-demand-135700406.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAExnLggfq1cdBHC5RM-v7uROEFvsBAPOuEMu2eMUYA4GzugZWRRNVbQyiQ66gsaa0-_DAOVYedTwwlrEVafxNSwqV5akZf_2PMjLUxPPgDIVfNiUSoC8LqV-FqofQz0_2lso2ZN8JDkkmo5sBtYPA_rtBInvu4wsS2kP5_qA_4eK) over the previous year alone, decreasing from 79% in  
2022 to 68% in 2023, according to loyalty index research.

So, what’s a brand to do? Let’s first look at the underlying dynamics.

What’s Changing Brand Loyalty?

Changes in consumer behavior were widely observed during the pandemic. The dramatic shift  
toward online shopping behaviors had a long tail of effects, including a major impact on  
consumer loyalty. ![Shopping for Cars - Branding article (1)](https://blog.b2edata.com/hs-fs/hubfs/Shopping%20for%20Cars%20-%20Branding%20article%20(1).png?width=400&height=400&name=Shopping%20for%20Cars%20-%20Branding%20article%20(1).png)In a [survey by Ketchum](https://www.ketchum.com/covid-consumer-survey/) three months into the pandemic, 45% of consumers  
reported changes to their brand preferences, and the majority of those expected the changes to be permanent. By 2022, McKinsey was calling it the “[loyalty shake-up](https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/how-us-consumers-are-feeling-shopping-and-spending-and-what-it-means-for-companies),” with more U.S. consumers switching brands and retailers than 2020 and 2021 – and 90% reporting plans to continue doing so.

As with many of the trends that were “turbocharged” by the pandemic, the shifts in brand loyalty had begun long before. In the past, consumer choice was constrained by simply fewer brands, particularly among those that had enough recognition and reputation to become household  
names. Consumers’ ability to research and learn about new brands was much more limited, and  
what’s more, the actual process of switching brands was often harder. Particularly when it came  
to professional services, customers needed to physically visit a brick-and-mortar building, and  
businesses were often able to leverage contracts that could penalize customers for changing  
providers.

As we know, things are much different today. In the digital-first world, consumers are spoiled for  
choice and have a wealth of information at their fingertips. It’s easier to learn about and try new  
products and services – a double-edged sword for brands. High price inflation has complicated  
matters further. Instead of sticking with preferred brands, consumers are now more inclined to  
make choices that fit with their budget.

It’s Still Possible to Maintain Strong Customer Relationships

Though consumer behaving is changing, hope is not lost for businesses that want to cultivate  
lasting relationships. In fact, because of the competitive environment, the investments you make  
in building customer trust and loyalty is more important than ever. Here’s how to adapt to the  
trends.

Know Your Customers Well. Even if you’ve had the same customer for a decade, they aren’t  
the same customer today as they were 10 years ago. Customer profiles are dynamic and should  
be constantly updated to reflect changes in customer behavior, preferences, and demographics.  
As the world and your customers’ lives change, so should your understanding of their needs  
and preferences. [Data-driven customer personas](https://blog.b2edata.com/data-driven-personas-market-insights-help-insurance-company-achieve-seven-hundred-fifty-percent-marketing-roi) can paint a vivid and current view that’s  
rooted in today’s realities.

Utilize Data-Driven Insights. Make sure you have access to current, trustable consumer data  
about your target audiences. Leverage both [first-party data](https://blog.b2edata.com/its-time-to-start-building-your-first-party-data) with [top-tier third-party data](https://www.b2edata.com/consumer) to gain  
deeper insights into audience preferences, needs, and behaviors. Use these insights to strengthen emotional connections with customers by aligning with their values, aspirations, and  
preferences and deliver exceptional customer service.

Personalize Interactions. Appropriately target your marketing efforts and [personalize](https://www.b2edata.com/what-we-do)  
[interactions](https://www.b2edata.com/what-we-do) to make customers feel valued and understood. This means segmenting your  
database, tailoring your communication, offering relevant recommendations, and recognizing  
individual preferences.

Make every experience a good one. Customer expectations are high and delivering an  
exceptional experience at every touchpoint is essential for building and retaining loyalty. In  
addition to using data to create personal interactions, those insights can help you find ways to  
go the extra mile and create a lasting impression. If any issues do arise, be sure to resolve them  
quickly and efficiently.

Listen, Solicit, and Respond to Feedback. Keep your finger on the pulse of public opinion by  
using [modern sentiment analysis methods](https://blog.b2edata.com/four-reasons-modern-sentiment-analysis-is-crushing-old-methods). This allows your business to easily gather and  
analyze feelings about your company brand, industry trends, specific products, or relevant  
issues. Build upon this by actively seeking feedback and using it to identify areas for  
improvement.

Remember, every business is confronting changing consumer behavior and declining loyalty –  
but not every business will respond effectively. Make sure to differentiate yourself with a  
strategic, data-informed approach and you’ll be rewarded with enduring customer relationships.  
If you need help navigating the new waters, reach out to [set up a conversation](https://www.b2edata.com/schedule-a-meeting)!

 

 

![Keith Snow](https://blog.b2edata.com/hs-fs/hubfs/Keith-1.png?width=100&height=100&name=Keith-1.png)

#### Written by [Keith Snow](https://blog.b2edata.com/author/keith-snow)

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- [customer profile (3)](https://blog.b2edata.com/tag/customer-profile)
- [data privacy (3)](https://blog.b2edata.com/tag/data-privacy)
- [dirty data (3)](https://blog.b2edata.com/tag/dirty-data)
- [experian data (3)](https://blog.b2edata.com/tag/experian-data)
- [first party data (3)](https://blog.b2edata.com/tag/first-party-data)
- [geomarketing (3)](https://blog.b2edata.com/tag/geomarketing)
- [lead generation form (3)](https://blog.b2edata.com/tag/lead-generation-form)
- [marketing analytics (3)](https://blog.b2edata.com/tag/marketing-analytics)
- [marketing intelligence (3)](https://blog.b2edata.com/tag/marketing-intelligence)
- [motus audiences connect (3)](https://blog.b2edata.com/tag/motus-audiences-connect)
- [predictive lead scoring (3)](https://blog.b2edata.com/tag/predictive-lead-scoring)
- [soc 2 compliant (3)](https://blog.b2edata.com/tag/soc-2-compliant)
- [B2E Data (2)](https://blog.b2edata.com/tag/b2e-data)
- [CRM Data Management (2)](https://blog.b2edata.com/tag/crm-data-management)
- [Consumer Behavior Analysis (2)](https://blog.b2edata.com/tag/consumer-behavior-analysis)
- [Customer Aquisition (2)](https://blog.b2edata.com/tag/customer-aquisition)
- [Data Quality (2)](https://blog.b2edata.com/tag/data-quality)
- [Geoframing Technology (2)](https://blog.b2edata.com/tag/geoframing-technology)
- [credit union marketing (2)](https://blog.b2edata.com/tag/credit-union-marketing)
- [customer data enrichment (2)](https://blog.b2edata.com/tag/customer-data-enrichment)
- [data security (2)](https://blog.b2edata.com/tag/data-security)
- [data visualization (2)](https://blog.b2edata.com/tag/data-visualization)
- [data-driven intelligence (2)](https://blog.b2edata.com/tag/data-driven-intelligence)
- [decision making styles (2)](https://blog.b2edata.com/tag/decision-making-styles)
- [digital strategy (2)](https://blog.b2edata.com/tag/digital-strategy)
- [geographic segmentation (2)](https://blog.b2edata.com/tag/geographic-segmentation)
- [hyper-personalization (2)](https://blog.b2edata.com/tag/hyper-personalization)
- [ideal customers (2)](https://blog.b2edata.com/tag/ideal-customers)
- [insurance marketing (2)](https://blog.b2edata.com/tag/insurance-marketing)
- [machine learning (2)](https://blog.b2edata.com/tag/machine-learning)
- [marketing behavior (2)](https://blog.b2edata.com/tag/marketing-behavior)
- [marketing data (2)](https://blog.b2edata.com/tag/marketing-data)
- [marketing data integration (2)](https://blog.b2edata.com/tag/marketing-data-integration)
- [marketing segmentation (2)](https://blog.b2edata.com/tag/marketing-segmentation)
- [member acquisition (2)](https://blog.b2edata.com/tag/member-acquisition)
- [personalization marketing (2)](https://blog.b2edata.com/tag/personalization-marketing)
- [precision marketing (2)](https://blog.b2edata.com/tag/precision-marketing)
- [predictive marketing (2)](https://blog.b2edata.com/tag/predictive-marketing)
- [weather-data (2)](https://blog.b2edata.com/tag/weather-data)
- [weather-triggered-marketing (2)](https://blog.b2edata.com/tag/weather-triggered-marketing)
- [2025 Marketing Trends (1)](https://blog.b2edata.com/tag/2025-marketing-trends)
- [AI (1)](https://blog.b2edata.com/tag/ai)
- [AI in marketing (1)](https://blog.b2edata.com/tag/ai-in-marketing)
- [Advanced Data Analytics (1)](https://blog.b2edata.com/tag/advanced-data-analytics)
- [B2E Case Study (1)](https://blog.b2edata.com/tag/b2e-case-study)
- [B2E Insights (1)](https://blog.b2edata.com/tag/b2e-insights)
- [CCPA (1)](https://blog.b2edata.com/tag/ccpa)
- [CRM Strategy (1)](https://blog.b2edata.com/tag/crm-strategy)
- [CTV advertising (1)](https://blog.b2edata.com/tag/ctv-advertising)
- [Calls To Action (1)](https://blog.b2edata.com/tag/calls-to-action)
- [Campaign Optimization (1)](https://blog.b2edata.com/tag/campaign-optimization)
- [Cluster IP Targeting (1)](https://blog.b2edata.com/tag/cluster-ip-targeting)
- [Conversions (1)](https://blog.b2edata.com/tag/conversions)
- [Data Strategy (1)](https://blog.b2edata.com/tag/data-strategy)
- [Email marketing (1)](https://blog.b2edata.com/tag/email-marketing)
- [GDPR Compliance (1)](https://blog.b2edata.com/tag/gdpr-compliance)
- [Generative AI (1)](https://blog.b2edata.com/tag/generative-ai)
- [Google Privacy Sandbox (1)](https://blog.b2edata.com/tag/google-privacy-sandbox)
- [Google Topics (1)](https://blog.b2edata.com/tag/google-topics)
- [Identity Graphing (1)](https://blog.b2edata.com/tag/identity-graphing)
- [Impressions (1)](https://blog.b2edata.com/tag/impressions)
- [MAIDs (1)](https://blog.b2edata.com/tag/maids)
- [Marketing Operations (1)](https://blog.b2edata.com/tag/marketing-operations)
- [Marketing Trends 2025 (1)](https://blog.b2edata.com/tag/marketing-trends-2025)
- [MotusIP (1)](https://blog.b2edata.com/tag/motusip)
- [MotusMobile (1)](https://blog.b2edata.com/tag/motusmobile)
- [OTT advertising (1)](https://blog.b2edata.com/tag/ott-advertising)
- [Privacy-First Marketing (1)](https://blog.b2edata.com/tag/privacy-first-marketing)
- [Reach (1)](https://blog.b2edata.com/tag/reach)
- [Smart Marketing Strategy (1)](https://blog.b2edata.com/tag/smart-marketing-strategy)
- [Third-party cookies (1)](https://blog.b2edata.com/tag/third-party-cookies)
- [addressable TV (1)](https://blog.b2edata.com/tag/addressable-tv)
- [advertising metrics (1)](https://blog.b2edata.com/tag/advertising-metrics)
- [ai marketing (1)](https://blog.b2edata.com/tag/ai-marketing)
- [audience channel preferences (1)](https://blog.b2edata.com/tag/audience-channel-preferences)
- [audience development (1)](https://blog.b2edata.com/tag/audience-development)
- [audience insights (1)](https://blog.b2edata.com/tag/audience-insights)
- [b2b marketing (1)](https://blog.b2edata.com/tag/b2b-marketing)
- [competitor research (1)](https://blog.b2edata.com/tag/competitor-research)
- [connected TV advertising (1)](https://blog.b2edata.com/tag/connected-tv-advertising)
- [consumer data (1)](https://blog.b2edata.com/tag/consumer-data)
- [consumer intent data (1)](https://blog.b2edata.com/tag/consumer-intent-data)
- [consumer patterns (1)](https://blog.b2edata.com/tag/consumer-patterns)
- [cookies in privacy (1)](https://blog.b2edata.com/tag/cookies-in-privacy)
- [customer data strategy (1)](https://blog.b2edata.com/tag/customer-data-strategy)
- [customer engagement (1)](https://blog.b2edata.com/tag/customer-engagement)
- [customer intent data (1)](https://blog.b2edata.com/tag/customer-intent-data)
- [customer lifestyle marketing (1)](https://blog.b2edata.com/tag/customer-lifestyle-marketing)
- [customer retention (1)](https://blog.b2edata.com/tag/customer-retention)
- [customer segmentation (1)](https://blog.b2edata.com/tag/customer-segmentation)
- [customer service (1)](https://blog.b2edata.com/tag/customer-service)
- [customization (1)](https://blog.b2edata.com/tag/customization)
- [data accuracy (1)](https://blog.b2edata.com/tag/data-accuracy)
- [data activation (1)](https://blog.b2edata.com/tag/data-activation)
- [data hygiene in marketing (1)](https://blog.b2edata.com/tag/data-hygiene-in-marketing)
- [data marketing strategy (1)](https://blog.b2edata.com/tag/data-marketing-strategy)
- [data preparation (1)](https://blog.b2edata.com/tag/data-preparation)
- [data protection (1)](https://blog.b2edata.com/tag/data-protection)
- [data segmentation (1)](https://blog.b2edata.com/tag/data-segmentation)
- [digital campaigns (1)](https://blog.b2edata.com/tag/digital-campaigns)
- [digital marketing best practices (1)](https://blog.b2edata.com/tag/digital-marketing-best-practices)
- [direct mail marketing (1)](https://blog.b2edata.com/tag/direct-mail-marketing)
- [email personalization (1)](https://blog.b2edata.com/tag/email-personalization)
- [email segmentation (1)](https://blog.b2edata.com/tag/email-segmentation)
- [event marketing (1)](https://blog.b2edata.com/tag/event-marketing)
- [experian marketing data (1)](https://blog.b2edata.com/tag/experian-marketing-data)
- [financial services marketing (1)](https://blog.b2edata.com/tag/financial-services-marketing)
- [first party cookies (1)](https://blog.b2edata.com/tag/first-party-cookies)
- [geoconquesting (1)](https://blog.b2edata.com/tag/geoconquesting)
- [google search data (1)](https://blog.b2edata.com/tag/google-search-data)
- [google trends (1)](https://blog.b2edata.com/tag/google-trends)
- [healthcare marketing (1)](https://blog.b2edata.com/tag/healthcare-marketing)
- [homebuilder marketing (1)](https://blog.b2edata.com/tag/homebuilder-marketing)
- [insurance analytics (1)](https://blog.b2edata.com/tag/insurance-analytics)
- [insurance audience targeting (1)](https://blog.b2edata.com/tag/insurance-audience-targeting)
- [insurance customer journey (1)](https://blog.b2edata.com/tag/insurance-customer-journey)
- [insurance data (1)](https://blog.b2edata.com/tag/insurance-data)
- [insurance lead generation (1)](https://blog.b2edata.com/tag/insurance-lead-generation)
- [insurance personalization (1)](https://blog.b2edata.com/tag/insurance-personalization)
- [intent signals (1)](https://blog.b2edata.com/tag/intent-signals)
- [interactivity (1)](https://blog.b2edata.com/tag/interactivity)
- [lead (1)](https://blog.b2edata.com/tag/lead)
- [life event marketing (1)](https://blog.b2edata.com/tag/life-event-marketing)
- [life-stage marketing (1)](https://blog.b2edata.com/tag/life-stage-marketing)
- [lifestyle segmentation (1)](https://blog.b2edata.com/tag/lifestyle-segmentation)
- [lookalike audience (1)](https://blog.b2edata.com/tag/lookalike-audience)
- [market intelligence (1)](https://blog.b2edata.com/tag/market-intelligence)
- [marketing automation (1)](https://blog.b2edata.com/tag/marketing-automation)
- [marketing case study (1)](https://blog.b2edata.com/tag/marketing-case-study)
- [marketing dashboard (1)](https://blog.b2edata.com/tag/marketing-dashboard)
- [marketing funnel (1)](https://blog.b2edata.com/tag/marketing-funnel)
- [marketing insights (1)](https://blog.b2edata.com/tag/marketing-insights)
- [marketing offer (1)](https://blog.b2edata.com/tag/marketing-offer)
- [marketing sherpa (1)](https://blog.b2edata.com/tag/marketing-sherpa)
- [marketing trends 2024 (1)](https://blog.b2edata.com/tag/marketing-trends-2024)
- [online privacy (1)](https://blog.b2edata.com/tag/online-privacy)
- [personalized forecasting (1)](https://blog.b2edata.com/tag/personalized-forecasting)
- [phygital experience (1)](https://blog.b2edata.com/tag/phygital-experience)
- [product development (1)](https://blog.b2edata.com/tag/product-development)
- [prospect intelligence (1)](https://blog.b2edata.com/tag/prospect-intelligence)
- [psychographics (1)](https://blog.b2edata.com/tag/psychographics)
- [purchase intent (1)](https://blog.b2edata.com/tag/purchase-intent)
- [real-time marketing (1)](https://blog.b2edata.com/tag/real-time-marketing)
- [sentiment analysis (1)](https://blog.b2edata.com/tag/sentiment-analysis)
- [shopping patterns (1)](https://blog.b2edata.com/tag/shopping-patterns)
- [smart targeting (1)](https://blog.b2edata.com/tag/smart-targeting)
- [soci (1)](https://blog.b2edata.com/tag/soci)
- [social media (1)](https://blog.b2edata.com/tag/social-media)
- [targeted ads (1)](https://blog.b2edata.com/tag/targeted-ads)
- [targeted marketing (1)](https://blog.b2edata.com/tag/targeted-marketing)
- [trending topics (1)](https://blog.b2edata.com/tag/trending-topics)
- [visual dashboards (1)](https://blog.b2edata.com/tag/visual-dashboards)
- [weather influence (1)](https://blog.b2edata.com/tag/weather-influence)
- [weather intelligence (1)](https://blog.b2edata.com/tag/weather-intelligence)
- [website conversion strategy (1)](https://blog.b2edata.com/tag/website-conversion-strategy)
- [website tracking (1)](https://blog.b2edata.com/tag/website-tracking)
- [zero-party data (1)](https://blog.b2edata.com/tag/zero-party-data)

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