By Theresa Bertrand, Head of Strategy & Planning U.S., Zeno Group
In an era where loyalty is fragile and price drives decision-making, brands that spark true devotion, not just discounts, are the ones that thrive. As economic uncertainty rises and consumers grow increasingly selective, emotional connection is no longer a luxury; it’s a competitive advantage.
Zeno Group’s latest research, the Brand Love + Demand study, reveals brand love isn’t just a feel-good metric. Today, it’s also a measurable market force. 87% of U.S. consumers support brands they love with their dollars and devotion, even when it’s inconvenient. Part of The Human Project™, Zeno’s global insights platform rooted in human values, this study surveyed over 3,000 people across the U.S. to decode the complex relationships consumers have with brands.
When Loyalty is Fragile, Love Becomes Leverage
When trust is fragile and attention is scarce, brand love becomes a strategic asset. But love isn’t a given. It must be earned and re-earned through relevance, experience, and emotional resonance. In today’s climate, what does it take to attract bond, and retain consumers?
Emotional Loyalty Is a Business Driver
Just as people fall in and out of love with each other, consumers do the same with brands. But when love is earned, it becomes an economic moat.
72% stay loyal even when it’s inconvenient or costly.
76% actively seek out new products from brands they love.
58% often or always purchase from loved brands out of emotional habit and confidence.
In a price-sensitive, volatile market, love helps brands hold their ground and grow devotion.
Brands Evoke Emotions…Which Drives Demand
Consumers’ relationships with brands mirror their relationships with people. The act of buying from a loved brand evokes joy, pride, confidence, and nostalgia. This emotional pull creates habitual behavior and long-term engagement. While 77% of consumers cite price and value as key purchase drivers, emotional connection balances the equation: 54% associate trust with brands they love, and 76%
Say it’s important that brands reflect their personal values. Love isn’t about liking a logo. It’s about alignment.
For younger generations, brand love is deeply tied to identity and purpose. Gen Z and Millennials expect alignment in values and in how brands show up and act. They seek brands that are transparent, socially conscious, and reflective of their evolving sense of self, making emotional connection a strategic imperative.
Is Breaking Up Easy or Hard to Do?
While 75% of consumers say brand love is hard to let go, they will walk away if trust is
broken. Zeno’s study found:
53% fall out of love due to price increases.
44% cite declining quality.
38% disconnect when values are misaligned or emotional trust is breached.
The emotional contract between consumer and brand is fragile. Brands must tend to it with care.
Nurturing Brand Love: A Daily Discipline
Demand is dynamic, and consumers are more discerning than ever: 75% say they’ve become more selective about which brands they choose to love. Visibility is no longer enough. Brands must continually foster love through consistent experience, values alignment, and genuine emotional connection.
Brands that cultivate love don’t just attract consumers. They create resilience and loyalty that lasts, and these uncertain economic times will put that to the test.
Love Is the Long Game
Love alone won’t win the market, but it gives brands the power to weather economic headwinds, hold pricing ground, and inspire ongoing loyalty. In today’s market, that may be the most valuable currency of all.
For information about the Brand Love + Demand study, contact brandlove@zenogroup.com. Visit ZenoGroup.com or follow us on LinkedIn, Faceboo,k and Instagram.
About the Study Methodology: Zeno Group conducted a nationally representative online survey of n = 1,500 U.S. Adults (18+), supplemented by additional, representative samples of n = 501 Gen Z, n = 500 Black/A-A, and n = 502 Hispanic adults. The study was conducted from December 6 to 24, 2024, and the overall results have a ±3% margin of error (M.o.E.) at the 95% confidence level.
