According to new research from SAP Emarsys, scores of customers now “quiet quit” brands they once loved due a lack of engagement, while another growing cohort are displaying “default loyalty” because lock ins, contracts, and convenience mean that cutting ties and switching brands is too difficult.
The research found that although 67 percent said they “love and trust” their favorite brands, 61 percent could still be tempted away for a better price and 48 percent will still leave after a poor experience. It was also found that 27 percent said they would walk away from a brand due to “controversy” or sustainability concerns.
SAP’s research concluded that a lack of customer engagement is to blame, due to missed opportunities to leverage customer data using artificial intelligence (AI).
However, other data, although drawing similar conclusions, highlights different reasons.
Within days of the SAP Emarsys study, Qualitrics’ own analysis of how sticky the customer relationship is, revealed that half of consumers globally are feeling financial stress and this is impacting “how they judge brands”. The study found that a customer’s likelihood to trust and recommend a business drops by nearly seven points when they are faced with budget constraints.
Among the biggest concerns for consumers at present are tariffs and persistent inflation; a finding that echoes research published late last year by McKinsey. Its State of the Consumer 2025 report found “the era of uncertainty and its impact on the consumer lingers”. In short, customers are feeling the pressure, and they want value in return for their custom.
How brands are responding to shifting loyalty trends
In mid-2025, McDonald’s lowered its prices in the US in response to a dip in sales. The Wall Street Journal reported that McDonald's was lowering the cost of its combo meals after some Big Mac combos reached US$18; an off-brand development for a company that made its name on affordable prices and speedy delivery.
In the UK, the grocery sector is highly competitive when it comes to lowering prices.
Supermarkets such as Tesco and ASDA now frequently compare themselves in advertising campaigns to lower cost stores such as Aldi and Lidl, as lower-price grocers saw a jump in market share due to consumers being squeezed.
Traditionally upmarket Waitrose reduced the price of hundreds of items across its own brand Essential range in 2023. It invested £100m in the move and claimed some items would be up to 20 percent cheaper as a result.
In the US, brands are also playing their part. When PepsiCo tested lower price points, retailers gave its snacks “more shelf space”, according to CEO Ramon Laguarta, in a call to investors in December.
However, shrinking product size while maintaining the price, has backfired on multiple occasions. Quality Street, the British assorted chocolate brand, is now the subject of a viral trend on TikTok, whereby posters compare the modern tub size to the tins sold 20 or 30 years ago. In the US, both Dominos and Burger King faced controversy after reducing portion sizes by 20 percent for chicken wings and chicken nuggets respectively, while maintaining the same price point.
The outlook for customer loyalty in 2026
Understandably, customers want to feel confident they have paid a reasonable price for the items they buy. This doesn’t just maintain loyalty, it also underscores customer trust.
According to loyalty giant Dunnhumby, there are five leading loyalty trends to watch in 2026:
- Customers want more than discounts and in response, retailers must see loyalty as an extension of brand strategy, not “just a set of offers”.
- Personalization is now the norm, which means relevant engagement and personalized rewards
- AI should be used to automate decisions and enable real-time engagement
- Creativity will be needed to break free from the crowd and offer a differentiated loyalty experience
- Retailers need to prepare for agentic commerce
The final point packs the biggest punch, as there are now even stronger forces at play than inflation and low sentiment. The release of Google’s Universal Commerce Protocol (UCP) meets customer demand for seamless and convenient online shopping experiences, but will also push tailored discounts to shoppers to help close a deal, fueling the growing trend for customers to buy on price.
Whatever the future holds, excellent products and outstanding service won’t always be enough to keep a customer returning.
Quick links
- The customer of 2026: What you need to know to drive loyalty
- AI search and loyalty: Why the first question matters more than the last purchase
- What's happening to Target's customer experience in 2026?