2022 CUSTOMER LOYALTY DATA STUDY WHAT ARE THE TRUE DRIVERS OF LOYALTY IN THE MINDS OF CONSUMERS?TABLE OF CONTENTS 1 Introduction 2 The drivers and disruptors of loyalty The habits and attitudes of loyal customers Balancing brand values and loyalty Driving loyalty forward 8 14 18INTRODUCTION What keeps a customer loyal? Brands have strived to solve this puzzle for decades, and while giants with loyal followings like Amazon, Sephora and Starbucks have developed novel approaches, there is no one-size-?ts-all approach to loyalty. Brand loyalty is complex and even with the unprecedented amount of customer information available, brands still struggle to get inside the heads of their customers. It’s one thing to look at what customers are doing when engaging with your brand; it’s another to know what they’re thinking. And that’s what we set out to do. We asked 2,500 consumers to tell us how they feel about the brands they’re most loyal to in an e?ort to better understand the psychology behind what keeps them regularly buying and engaging. What keeps them a loyal customer? What really in?uences their opinions? How much do brand values and headlines in?uence