As economic uncertainty continues to shape consumer behavior, a new study by UserTesting, supported by Talker Research, reveals that loyalty to brands is more than just a matter of price — it’s about trust, consistent quality, and emotional connection.
Surveying 4,000 people across the United States, Australia, and the United Kingdom — including 2,000 U.S. respondents — the study found that four out of five American consumers could name at least one brand to which they feel loyal. On average, U.S. consumers claimed loyalty to six brands, particularly in sectors like grocery, food, clothing, electronics, and footwear.
What stands out most is that nearly 75% of U.S. respondents said they would continue buying from their favorite brands even if prices were to "skyrocket tomorrow." This willingness to spend more, despite rising costs, underscores a shift in priorities: value and consistency now outweigh cost alone.
“During periods of financial strain, consumers are less willing to take chances. They’re focused on value and experience — and they’re willing to spend more if they trust a brand to consistently deliver on its promise,” explained UserTesting’s Chief Insights Officer, Janelle Meixner.
Interestingly, certain product categories showed a higher tolerance for price increases, with consumers most likely to remain loyal to gaming, jewelry, watches, and fitness brands. However, the study also noted that loyalty has its limits. Many respondents said they would consider switching if a competing brand offered a better product or if their preferred brand failed to deliver on its value promise.
One key insight from the report is the power of nostalgia. Seventy-one percent of U.S. consumers admitted they are more likely to purchase from brands that evoke memories of their childhood. While this emotional resonance helps build connections, the research emphasizes that the “everyday experience” — such as customer service, ease of use, and consistent product quality — is ultimately what fosters long-term loyalty.
“For brands looking to build long-term customer relationships, the lesson is simple: invest in customer experience, maintain consistent quality, and engage authentically with your audience,” the study concludes. “Those that do will create customers for life.”
In a competitive market where brand switching is just a click away, companies that prioritize human-centered experiences over short-term gains are likely to come out on top — not just surviving economic shifts, but building enduring trust with their audiences.
