Screen Shot 2013-02-15 at 2.47.48 PMCommitted, faithful and loyal- words that represent ‘music to ears’ of marketers from around the globe. However, in recent weeks there have been a number of articles predicting the decline of brand loyalty.

A recent study released by Ernst & Young revealed that a global sample of 25,000 consumers found that only 28 per cent of customers cite brand loyalty as influencing their shopping habits.

While there certainly is evidence to suggest this data may represent a shift in consumer attitudes, According to, marketers should take the report findings ‘with a grain of salt’.

Our advice? Organisations such as Apple and Gillette have continued to increase their proportion of brand loyal consumers in the past years, and while the task may be bigger and the approach must be bolder, it’s a cause worth fighting for.

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