Consumer Loyalty Redefined: New Research Reveals Changing Expectations and Desires for Brands

Consumers are demanding more value from brand relationships, with 67% wanting immediate value recognition, 61% seeking flexibility and control, and 85% wanting better discounts. Brands must deliver meaningful financial benefits and create surprise and delight opportunities to maintain engagement. Consumers are willing to share personal data in exchange for fair value, but only if the reason for the ask is clear and incentives are offered.

Consumers are increasingly demanding more value from their brand relationships, with 67% seeking immediate value recognition, 61% seeking flexibility and control, and 85% wanting better discounts. This shift in consumer behavior is pushing brands to deliver meaningful financial benefits and create surprise and delight opportunities to maintain engagement. According to a recent survey, consumers are willing to share personal data in exchange for fair value, but only if the reason for the ask is clear and incentives are offered.

This demand for value and transparency is not limited to a single sector. For instance, The Wedding Company, a tech-enabled wedding planning platform, has successfully raised $1 million in a pre-seed funding round [1]. The platform aims to streamline India's unorganized wedding market by offering reliable professional wedding services across key categories. The company's ability to deliver superior customer experiences and scale operations quickly has attracted marquee investors, including LVX, Tremis Capital, and notable angels such as Chaitanya Ramalingegowda from Wakefit and Ajith Pai from Delhivery. The funds will be used to expand operations, invest in technology, and build a strong vendor partner network.

Similarly, Hess Midstream LP (HESM) has undergone a significant governance overhaul, which has positioned it as a standout opportunity in the midstream sector [2]. The departure of Global Infrastructure Partners (GIP) has catalyzed a transformative shift in the company's governance and financial strategy. The new governance framework ensures that Hess Midstream's strategic choices are subject to independent scrutiny, reducing the risk of decisions favoring Hess Corporation at the expense of minority shareholders. Additionally, the company now boasts over $1.25 billion in financial flexibility through 2027, which will be used to fuel buybacks and distribution growth.

These examples highlight the importance of understanding and addressing consumer expectations. Brands must deliver meaningful financial benefits and create surprise and delight opportunities to maintain engagement. Consumers are willing to share personal data in exchange for fair value, but only if the reason for the ask is clear and incentives are offered. As brands evolve to meet these new expectations, they will need to leverage technology and data to create personalized and valuable experiences for their customers.

References:
[1] https://economictimes.indiatimes.com/small-biz/entrepreneurship/the-wedding-company-raises-1-million-pre-seed-round/articleshow/122484812.cms
[2] https://www.ainvest.com/news/hess-midstream-governance-overhaul-financial-flexibility-catalyst-shareholder-2507/