
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.