Exclusive new data, revealed today by Fast Company and the FutureBrand Index 2024, shows that loyalty is more than just a feel-good concept—it’s a lifeline. In a world where brands face increasing challenges, including financial distress, customer loyalty can be the deciding factor between survival and failure.
"When we talk about loyalty in the context of brand, we tend to focus on how it drives growth. But its true value is revealed when times get tough"
Says Jon Tipple, FutureBrand’s Global Chief Strategy Officer, in a conversation with Christopher Zara, Senior Editor for Fast Company. According to the report, 67% of respondents said they would continue to support brands they admire during their toughest moments, including financial hardships like insolvency or bankruptcy.
Learn more about what brands are thriving in the 2024 Future Brand Index.
Explore how loyalty impacts brand survival in today’s market. Read more from Fast Company here.
