A new Clutch report finds that 98% of U.S. consumers make repeat purchases annually, but 55% say their loyalty has changed in the past five years.
The findings of a September 2025 survey of 416 consumers show that brand loyalty remains but is increasingly tied to transparency, trust, and authenticity over just price or quality.
“Brand loyalty isn’t dead, it’s evolving,” said Anna Peck, who manages marketing content at Clutch. “Today’s consumers expect more than a good product. They want honesty, clear values, and accountability, especially when brands get it wrong.”
Transparency is essential
Ninety-six percent say transparency is essential to earning their loyalty. Consumers expect brands to communicate clearly and own their actions. Silence or vague responses, especially during controversy, can erode trust quickly.
Image without integrity damages credibility
Sixty-two percent believe brands care more about looking good than providing real value. Nearly half say they would stop buying from a brand if its marketing felt inauthentic. Overused buzzwords and exaggerated claims have led to growing skepticism.
How brands handle mistakes matters
When a brand missteps, 63% of consumers are willing to forgive only if the response feels sincere. Older generations value clarity and solutions, while younger consumers expect vulnerability and accountability.
“There’s no one-size-fits-all response,” said Peck. “Consumers across all generations agree that how a brand reacts during tough moments says more than any campaign ever could.”
Loyalty can still be earned
The report offers a hopeful takeaway: 77% believe companies care about earning their loyalty. The opportunity is there if brands meet consumers with transparency and a commitment to delivering real value.
The full report is available on Clutch.
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