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Political polarisation and viral social movements like #grabyourwallet, #MeToo, and #TimesUp have dramatically changed the face of brand engagement and consumer loyalty, according to new research.
The findings come from the Brand Keys 23rd annual Customer Loyalty Engagement Index (CLEI), conducted by the New York-based brand engagement and customer loyalty research consultancy Brand Keys.
“This is the first time since the Index was initiated nearly 25 years ago where basic tenets of consumer loyalty and engagement have been turned upside-down,” said Robert Passikoff, president of Brand Keys.
Biggest Shifts In Category Dynamics and Brand Leadership
This year the Brand Keys CLEI examined 84 categories and 761 brands – from Automotive and OTC medications to Computers, Fast-Casual Dining, Tax Preparation and Online Investing, Retailing, Smartphones, Cable and Broadcast News, and Alcoholic Beverages.
How consumers view a category, and how they compare competing brands, changed dramatically in 94% of the measured categories. That shift resulted in brand engagement and loyalty transformation and an accompanying shift in brand leadership of 58%.
“We’ve never encountered such value-adjustments before,” noted Passikoff. “But then, we haven’t seen this level of political polarization and social turmoil occurring at the same time since we began taking these assessments.”
Source: www.netimperative.com
An insightful article that looks at the shift in #BrandEngagement and #CustomerLoyalty