Marketing
Consumer loyalty driven by practical factors, not emotion
November 19, 2025
Consumer loyalty is driven by convenience, product performance and situational need and not emotion devotion.
Those are top findings from a Razorfish study that revealed love for a brand may not be enough of a driving force for consumers to remain loyalty.
"Marketers often idealize loyalty as a form of emotional devotion, but our research shows it's driven by far more practical factors — convenience, product performance, and situational need," Nic Chidiac, chief strategy officer at Razorfish, said in a press release on the findings.
While discounts and points still motivate participation, softer perks — like exclusivity, early access, and VIP treatment — rank among the strongest loyalty drivers across generations, according to the study.
While many brands focus on celebrating milestones, consumers want support in different ways — 66% of respondents would rather a hotel let them check in early after a red-eye flight than receive an upgrade during their honeymoon.
The survey commenced polled 2,000 respondents across four generations –– Gen Z, Millennials, Gen X and Baby Boomers.
