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This month we spoke to 50,527 consumers. They were 16 to 65 years of age. They were from all over the United States (9 U.S. Census Regions).

They evaluated 761 brands in 84 categories. We used emotional measures and some really neat, higher-order statistical analyses. So a big sample, a lot of brands, and quantitative, reliable, and generalizable metrics.

Here’s the bottom line: Values that drive loyalty and engagement have shifted. Big time! Big enough so that it is going to change how you’ll have to market your brand in the future.

Some value shifts were due to Political Tribalism. Others were due to Social Activism. As you might expect, different categories reacted differently to different values.

If you’d like to see which ones reacted to what, there’s a deep-dive here.

If you want to see which were 2018’s leading brands, go here.

For a deeper-dive, here’s a link to Tanya Gazdik’s Marketing Daily article “Brands Face Loyalty, Engagement Shifts.”

Give it a read. It will take you less than 3 minutes.

Your brand will thank you.


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

For more information about our correlated-to-behavior, emotionally-based, and independently-validated brand insights, and to find out if your brand is or can be included in Brand Keys 2018 Customer Loyalty Engagement Index, give Leigh Benatar a call (212-532-6028) or send him an email ( He can answer any questions about how you can increase your brand’s bottom line in 2018.

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