Survey Reveals How And Why Americans Choose To Stay Loyal To Brands

standret - stock.adobe.com - illustrative purpose only, not the actual person
standret - stock.adobe.com - illustrative purpose only, not the actual person

Have you ever wondered what prompts consumers to stay loyal to age-old brands? Perhaps shockingly, it is not product innovation.

Propel Software recently conducted a survey of over two thousand U.S. consumers to “determine how and why they choose their favorite products.”

The results revealed that the COVID-19 pandemic drastically changed about sixty-three percent of consumers’ expectations.

In the wake of the inaccessibility of products and rising inflation, forty-two percent of consumers now value “high quality” over everything else.

“Affordability” came in second at thirty-nine percent, while “innovation” surprisingly placed last at thirty-six percent.

It appears that consumers are now valuing reliability and longevity in their products over everything else.

Thirty-eight percent of consumers also appreciate when brands have an online presence now more than ever.

In fact, forty-seven percent of people want brands to foster meaningful online communities and share helpful resources, such as how-to videos, on social media.

And if a brand shares outdated or inconsistent product information online, twenty-four percent of consumers are likely to stop purchasing their products altogether.

standret – stock.adobe.com – illustrative purpose only, not the actual person

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Consumers also want to support brands that hold similar values and give back to the community.

Thirty-five percent of people expect brands to be sustainable or else they will not purchase from the company.

Moreover, forty-seven percent of consumers said they would choose a competing brand if they shared a similar social stance on topics such as environmental compliance or workforce diversity.

In turn, it is essential to resonate with consumers’ standards. Because if not, fifty-four percent of all consumers admitted they would stop using a brand after just one bad experience.

Now, brands have to work increasingly harder to attract new customers and retain existing ones.

Have you recently switched to a competing brand? Did you have a bad experience? Or was it inadequate product quality or differing social values that pushed you to make the change?

And to read Propel Software’s complete survey findings, visit the link here.

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Katharina Buczek graduated from Stony Brook University with a degree in Journalism and a minor in Digital Arts. Specializing ... More about Katharina Buczek

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