Issue Brand loyalty becomes conditional on perceived fairness rather than familiarity

Summary

This issue concerns loyalty turning from habit into a conditional judgement about fairness. Capgemini argues that when inflation or uncertainty sharpens price sensitivity, attachment to familiar brands weakens. Shoppers then rank value above familiarity and move readily to any alternative that looks fairer. A PepsiCo strategy director quoted in the report describes loyalty as now driven by better deals, faster delivery, and personalized rewards, with multi-brand baskets becoming common. For brands, holding customers depends on being seen as fair rather than on recognition.