Customer Loyalty Faces New Challenges But Remains A Key Pricing Driver

Customers are still willing to pay more for trusted brands despite nearly half of consumers feeling overlooked by marketing

September 22, 2025

Advertising spend has doubled globally since 2014, yet loyalty is declining. In markets like India and the UAE, annual churn has more than doubled as customers switch brands more often.

What’s behind the shift? Nearly half of Gen Z, Millennials, and Gen X say they feel overlooked in advertising — proof that bigger budgets don’t guarantee stronger connections.

One thing hasn’t changed: trust. 93% of premium customers are still willing to pay more for brands they believe in.

The lesson: Trust isn’t just a virtue — it’s pricing power.

Charts showing that nearly half of consumers across generations feel overlooked in marketing and advertising, with the highest rates being among Gen Z
Brand switching among consumers continues to increase, yet customers are still willing to pay more for trusted brands