Streetbees, a market research platform has released their ‘Brand Love Index’ highlighting consumers’ most loved brands, and the factors driving brand affinity this year.
As influencer marketing continues to soar – expected to grow by $52 billion by 2028, brands may be surprised to learn that celebrity endorsements and influencer partnerships are not the most important factors when it comes to fostering brand love. The research showed that authenticity trumps celebrity and influencer affiliation, with over a third deeming the role of celebrities and influencers (35 per cent and 36 per cent respectively) not very important to loving or hating a brand.
Instead, 40 per cent of consumers cite ethical practices as the key factor contributing to their love for a brand. This is closely followed by sustainability efforts (37 per cent) and inclusivity (32 per cent).Yet just over one in five (21 per cent) consumers say political alignment is somewhat important to brand love or hate.
Vidisha Gaglani, CEO, Streetbees comments, “Consumers are looking beyond celebrity and influencer affiliation, aligning with brands that reflect their values like ethical practices, sustainability, and inclusivity. The rise of deinfluencing – where consumers are discouraging people from buying certain products or engaging with certain brands – underscores this shift in consumer preferences. Consumers are increasingly voting with their wallets and hearts when it comes to brands they truly resonate with.”
To love a brand means to be loyal
Loving a brand goes hand in hand with trust and loyalty. When asked, nearly two-thirds (63 per cent) say loving a brand means brand trust and loyalty, and 56 per cent say they remain loyal to the brands they love. But what’s fuelling dislike? Among household brands, over half (57 per cent) say poor product quality is the main reason, while 54 per cent feel the same about lifestyle brands.
Interestingly, 1 in 8 (13 per cent) say adopting market trends has no bearing on their feelings towards a brand. Consumers have identified three critical areas that brands need to prioritise to win their hearts which includes competitive pricing (37 per cent), high quality (35 per cent) and customer-centric focus (21 per cent):
- Brands should focus on inclusivity for all, offering higher quality products and ingredients, better pricing, and more availability to ensure that people of all genders, races, sexual orientations, nationalities, skin colors, and ages can use their products. – Female, 30, UK
- Brands should focus on lowering prices without compromising quality, avoid reducing product sizes while increasing prices, treat employees and customers better, resist unethical pressures, and find a balance between profit and consumer fairness by sourcing materials ethically and pricing products appropriately. Female, 41, US
The role of the customer experience in brand love
Customer dissatisfaction has emerged as the top reason behind brand aversion, cited by over half (52 per cent) of consumers. Unsurprisingly, excellent customer service proves to be a game-changer, with 56 per cent stating it’s a critical factor in shaping their feelings towards a brand. Reviews and user-generated content also hold considerable sway, as 44 per cent of consumers consider them very important to loving or hating a brand.
Gaglani continues, “This year, loyalty begins with love – and for brands, that means forging deeper connections by aligning with what truly matters to consumers: shared values, ethical practices and inclusivity, alongside trust, affordability and quality. Winning hearts won’t come from chasing fleeting trends or influencer hype. Instead, it will be about delivering authentic value, championing causes consumers care about and creating experiences that resonate on a personal level to build lasting loyalty.”
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