Loyalty is slipping on many fronts.
The loyalty of yesteryear, whether it be to one’s job, marriage or favorite brands, has slipped. The downsizing of the mid-1990s and today in the 2008 has hit middle management as well as hourly workers, causing increased discomfort and distrust of many large corporations. It has also changed the way that many people who have not been displaced have come to regard their job. Similarly, today’s divorce rate has a ripple effect on how secure and loyal Americans feel.
Perhaps nowhere is the trend so noticeable as brand loyalty. In a 1975 survey 74% of women and 80% of men indicated that they tried to stick with well-know brands. A decade later those percentages had dropped to 58% for women and 52% for men. According to the Roper Starch polling organization, by 1993 less than half of consumers knew what packaged-good brand they would choose when they entered a store to make such a purchase.
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