Brand loyalty in the face of a recession in the U.S. 2022
In the face of an upcoming recession in the United States, 50 percent of consumers stated they are willing to switch to less expressive brands, according to a survey conducted in 2022. Roughly 40 percent noted that they will keep loyal to brands they currently purchase but will consume them less often. Only 12 percent of the surveyed consumers expected to maintain their shopping behavior, buying the brands they are used to and keeping the purchase amount and frequency the same.
