Is brand loyalty the antidote to uncertainty?

2025 has been a big year for uncertainty. Trump’s tariffs have cast a cloud over global economies, inflation is at 3.8% with forecasts to increase, and developing technologies like AI have contributed to feelings of job insecurity. Unsurprisingly, brand loyalty is taking a hit as a result. 

Customers are looking for brands to support them, and it will be the brands that step up that earn their loyalty.

IDHL partnered with consumer insights agency, Canvas8, to develop strategies for how businesses can instill confidence and create loyalty despite the current climate. We broke these down into five core themes: 

Overwhelmed environments

We’re living in a tech-forward world. People are bombarded by emails, ads, and notifications. Brands need to cut through the overwhelming option by providing simplified experiences and supporting the purchase journey with emerging AI technology.

Quality investments

The cost-of-living crisis has taken its toll on British shoppers, giving rise to tug of war between price and quality. This tension presents an opportunity for brands: lean into the ‘quality over quantity’ mentality by emphasising craftsmanship and longevity as real value drivers. 

Insightful incentives

Loyalty programmes are still instrumental in keeping customers returning to brands – but only when incentives genuinely meet their needs. Rewards on offer need to go beyond repeat transactions, exchange brand values, and offer insights into the customer’s own habits and preferences. 

Craving community

Since the pandemic, many have a newfound appreciation for creating meaningful connections with others. Brands can resonate with audiences outside of the products on offer through channels such as third spaces, in-person events, and culture collaborations.

Seeking self-fulfillment

Trend fatigue is real – viral videos, overconsumption, and fast paced trend cycles are making people wonder whether buying physical items is truly fulfilling. Consumers are now swapping ‘stuff’ for experiences to meet their deeper emotional needs. Brands can build loyalty by offering memorable moments and a sense of achievement that goes beyond aesthetics and monetary value.

The secret to brand loyalty  

Ready to go deeper into brand loyalty? Our guide is waiting with developed strategies that can help you build a long-lasting connection with your audience. Get in touch with our experts for insights into our services.