loyalty

Delta, Nike, Haagen-Dazs: Why They're Losing Loyalty

 

 

Consumer loyalty is getting harder to earn — and easier to lose. That’s the major finding from Brand Keys’ new Customer Loyalty Engagement Index, which recorded the sharpest jump in consumer expectations in nearly 30 years, reshuffling top brands across dozens of categories.

The brand research consultancy has …

1 comment about "Delta, Nike, Haagen-Dazs: Why They're Losing Loyalty".
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  1. L M from agency, January 15, 2026 at 7:54 p.m.

    RE: "In athletic footwear, consumer demand for “fit and comfort” increased nearly 35%, allowing Skechers to kick Nike aside" 

    This rationale for brand change is not brand or loyalty, but mass cultural acceptance of comfort apparel & clothes to be everywhere.

    It's less an I hate this brand an now llust after this brand... than a categorical decision that performance athletics is not my lifestyle. 
    Casualization (Americans turning into shlump) is not loyalty... unless other comp brands are being bypassed for Sketchers.
    As an athletic person, Sketchers has never crossed my mind. But I have no loyalty to Nike vs Adidas vs UA... I end up with more Nike & UA, but its based on fabric and fit and use.
    Loyalty is not there, as I do not care in the slightest about the logo. In fact, I'd rather the logo not be there... then it would be marketed cheaper.

    In short, the "consumer" is not 1 persona. If ATHLETES are purposely choosing Sketchers for the name, then Nike, Adidas and UA are in serious (categorical) trouble.

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