How consumers connect with their favorite brands—and what brands can do to deepen loyalty

Consumers stick with retail brands that reflect their identity, act with integrity, and make them feel good—especially when those brands recognize loyal customers. Perks like early access matter, but tech like AI only resonates when it genuinely makes shopping easier. To keep people engaged, brands should focus on making all customers—from high earners to rural shoppers—feel seen and valued.

Here’s how consumers view their favorite brands and how brands can provide more value to loyal customers.

Key stat: 50% of US consumers purchase their favorite retail brand at least 75% of the time, according to Ogilvy One’s “The Four Dimensions of Loyalty” report.

• 37% see their favorite retail brand as a cultural leader and 43% see it as a reflector of culture.
• 45% would value being recognized for how long they’ve been a customer.

What it means: Consumers are loyal to brands that reflect their identity and cultural values. Recognizing long-term customers and leading with cultural relevance can deepen that loyalty.

Key stat: Three-quarters of US consumers say their favorite retail brand behaves in ways they respect or prefer, per Ogilvy One.

• 80% say their favorite retail brand is entertaining or makes them feel good, and 74% say the brand is charting its own path.
• Over two-thirds (69%) say their friends and family are also connected to that brand.

What it means: Consumers prefer brands that act with integrity and align with their values. When a brand consistently behaves in ways they respect—and also brings joy or inspiration—it earns a lasting place in their personal and social circles.

Key stat: 63% of consumers worldwide say exclusive/early access to products or experiences would add the most value to their favorite retail brands, per the Ogilvy One report.

• Only 11% say an AI assistant would add value.
• However, 62% of US and UK adults say they are likely to buy a product via AI-powered virtual shopping assistants if it helps them find exactly what they want, according to November 2024 data from Arlington Research and Coveo.

What it means: Consumers want exclusive perks more than futuristic tech—unless that tech, like AI assistants, clearly improves the shopping experience. Utility is key to adoption.

Key stat: Higher-income US households (those earning $100,000 or more) are more likely than lower-income households to purchase their favorite brand at least 75% of the time, per Ogilvy One data.

• Less than a fifth (19%) of high-income households worldwide say they’re finding it difficult/very difficult to manage financially, according to November 2024 data from Ipsos.
• 54% of US consumers making over $100,000 feel ignored by the media and most advertisers, according to June 2024 data from iHeartmedia and Pushkin Industries.

What it means: High earners are loyal but often feel overlooked. Brands should tailor messaging and experiences to make this affluent group feel seen and valued.

Key stat: Rural US consumers (47%) are less likely to categorize exclusive access to limited-edition products as adding value to their favorite brands than urban (59%) or suburban (60%) consumers, per Ogilvy One.

• Rural consumers are also less interested in loyalty features that reward consistent daily use or logins.
• 27% of rural US consumers feel ignored by advertisers and the media, according to iHeartMedia and Pushkin Industries data.

What it means: Rural consumers prioritize practicality over perks and often feel ignored. Brands should focus on relevance and inclusivity rather than flashy exclusivity.

This was originally featured in the Retail Daily newsletter. For more retail insights, statistics, and trends, subscribe here.