New research shows brand loyalty still exists but now depends on trust, transparency, and authenticity.

A new Clutch report finds that 98% of U.S. consumers make repeat purchases annually, but 55% say their loyalty has changed in the past five years.

The findings of a September 2025 survey of 416 consumers show that brand loyalty remains but is increasingly tied to transparency, trust, and authenticity over just price or quality.

“Brand loyalty isn’t dead, it’s evolving,” said Anna Peck, who manages marketing content at Clutch. “Today’s consumers expect more than a good product. They want honesty, clear values, and accountability, especially when brands get it wrong.”

Transparency is essential

Ninety-six percent say transparency is essential to earning their loyalty. Consumers expect brands to communicate clearly and own their actions. Silence or vague responses, especially during controversy, can erode trust quickly.

Image without integrity damages credibility

Sixty-two percent believe brands care more about looking good than providing real value. Nearly half say they would stop buying from a brand if its marketing felt inauthentic. Overused buzzwords and exaggerated claims have led to growing skepticism.

How brands handle mistakes matters

When a brand missteps, 63% of consumers are willing to forgive only if the response feels sincere. Older generations value clarity and solutions, while younger consumers expect vulnerability and accountability.

“There’s no one-size-fits-all response,” said Peck. “Consumers across all generations agree that how a brand reacts during tough moments says more than any campaign ever could.”

Loyalty can still be earned

The report offers a hopeful takeaway: 77% believe companies care about earning their loyalty. The opportunity is there if brands meet consumers with transparency and a commitment to delivering real value.

The full report is available on Clutch.

About Clutch

Clutch empowers better business decisions as the leading global marketplace of B2B service providers. More than 1 million business leaders start at Clutch each month to read in-depth client interviews and discover trusted agency partners to meet their business needs. Clutch has been honored for the past eight consecutive years as an Inc. 5000 fastest-growing company and by the Washington Business Journal as one of the 50 fastest-growing private companies in the DC metro area for 2023.

View source version on businesswire.com: https://www.businesswire.com/news/home/20251021517595/en/