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We’re pretty sure if you’re reading this blog, you already know consumers are complex.

The thing is they’ve gotten really complex.

How “really complex”?

85% of the path-to-purchase loyalty drivers in our 25th annual Customer Loyalty Engagement Index have new, consumer-generated configurations. That means how consumers view, compare, and buy in your category have changed!

Oh, and the attributes, benefits, and values that form the components of those loyalty drivers? Those have grown more complex, more connected, and more emotional. In 96% of the sectors. So, in all likelihood, yours have too.

For a deeper dive into issues related to consumer complexity today, and challenges your brand will face tomorrow, take a look at a recent Q&A between Media Daily News’ Charlene Weisler and Brand Keys president, Robert Passikoff.

Today’s reality is the consumer does not behave as he says, he does not say what he thinks, and he does not think what he feels.

And according to our predictive metrics, it’s not going to get any easier tomorrow!


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

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