2025 Loyalty Levels
In 2025, 68% of consumers said they were loyal to specific brands, shifting to levels seen in 2021. Economic uncertainty, rising prices, supply chain issues, social media trends, and a flood of choices influence customers to switch brands if their expectations aren’t met, highlighting the extreme fragility of customer loyalty. Brands today must double down on consistency, connection, and personalization to keep customers coming back for more. Exceptional experiences ignite a cycle of repeated purchases, transform customers into passionate advocates, and foster stronger and more strategic partnerships.
Loyalty Levels Across Regions While some regions are experiencing flat growth, customer loyalty in the U.S. and Germany has risen since 2024. For market- ers in the U.S., this is likely due to staying ahead of customer expectations when tariff fears and concerns arose. Other con- tributing factors could be increased reward programs, creating more competition. Discounts are often short-lived. That’s why innovative marketers use omnichannel marketing strategies to offer customers the best deal on product recommendations to keep customers loyal. See the map on page 11.
Percentage of respondents “loyal” to certain brands:
2021 68%
Use data to build better relationships with your customers. Personalized and consistent interactions across all touch- points foster trust and deepen emotional bonds between brands and consumers. Loyalty Lever
2022
77%
2023
67%
2024
69%
68%
2025
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