How Consumers' Loyalty to Brands Has Shifted Throughout the Pandemic

Study shows changing shopping habits over the past 2 months

Convergent TV Summit returns March 21-22. Hear timely insights from TV industry experts virtually or in person in NYC. Register now to secure your early bird pass.


There’s good news and bad news for brands biting their nails during the pandemic, holding out on the hope that their former loyalists will come back when circumstances “normalize.” The good news? Consumers are creatures of habit, and as retailers begin to restock their preferred toilet paper or shaving razor brand, they often flock to what they know and love.

The bad news? Eighty-five percent of Americans indicated in a March 2020 Shopkick survey that brand names don’t matter during times of crisis—and, to make matters worse, according to an Alix Partners survey, 30% to 45% of Americans would stick to a new brand they tried during the pandemic.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in