Consumer Sentiment Index

Are we in a statistical recession? No.

But consumer sentiment is - and at the lowest point in history.

So that leaves a huge question - do people still buy their favorite brands in downturns or uncertain times?

Surprisingly, yes.

Despite economic headwinds, brand loyalty is holding strong. According to a new Zeno Group study, 87% of US shoppers stick with brands they love, and 72% will pay more to stay loyal.

Word of mouth remains powerful:

• 65% talk about the brands they love
• 59% recommend them because they believe in them

Gen Z wants brands that are bold, transparent, and stand for something. If you’re vague or silent, you’re out.

Millennials look for consistency, shared values, and relevance. 85% say aligned values are non-negotiable.

But loyalty has limits. Shoppers say they’ll “break up” with brands over:

• Unexpected Price hikes (53%)
• Quality declines (44%)
• Reputation or value misalignment (38%)

The retention fix? Build emotional resilience.

Treat your customers like you’re in a relationship, not a transaction.

‍