1、2023 Riders of the stormNavigating the brand loyalty crisis IntroductionRiding the storm,a perfect storm,a storm in a teacup,the calm before the storm;the English language is full of storm-related idioms with both positive and negative connotations.But what can brands do to navigate the brand loyalt

2、y crisis as consumers feel the pinch in turbulent economic times?MAD/Fest has teamed up with leading consumer research platform Attest to crunch the data and support the marketer in answering a particularly tough question-how can brands drive loyalty when the financial challenges are prompting price

3、 sensitive consumers to switch brands,trade down and cut non essential spend?And as if rising to this challenge wasnt taxing enough,its a problem marketers are having to address with smaller budgets and pressures on maintaining pricing.The good news is that its not all doom and gloom.The study is pa

4、cked with dos and donts,practical guidance on what to prioritise,and how looking to Gen Z may inspire marketers to make shrewd decisions for their brands.So grab a cuppa,watch the storm roll in,and discover how understanding the behaviour that underpins the brand loyalty crisis can support marketers

5、 and help customers navigate choppy waters.Dan Brain Co-founder,Content&Marketing Director,MAD/FestThe data in this report comes from a nationally-representative survey of 2,000 working age UK consumers,conducted on the Attest platform during May 2023.View the survey.SampleThanks to the rising cost

6、of living,brand promiscuity is at an all-time high,with more than 83%of consumers trying cheaper brands.This has very real implications,not only for brands in the FMCG sector,but also for clothing retailers,tech brands,financial services and telecoms providers.A pervasive change in consumer behaviou