Covid-19 Has Made Americans More Brand Loyal Than Ever

New research has good news for brand names—the big ones, anyway

a woman shopping in a supermarket
An overwhelming 97% of consumers now consider themselves to be brand-loyal shoppers. Moyo Studio/Getty Images

As the country slowly wrestles free of its Covid-19 restraints, a new study has revealed an interesting wrinkle in consumer shopping preferences: Despite the social and economic upheaval of 2020—or perhaps because of it—Americans are emerging from the pandemic as more brand-loyal that perhaps any time in history.

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
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