Key Takeaways: Consumers are driven by convenience, practicality, product performance, and situation-specific needs, not brand love. Tangible perks like rewards and discounts remain the strongest motivators for brand loyalty, although benefits like exclusivity still play a meaningful role.Consumers are beginning to talk about AI usage and its role in marketing and advertising media.Customer loyalty may mean something different than what brands previously thought. A new report from digital marketing agency Razorfish uncovers the deeper truth about what makes consumers stay loyal to brands. According to the GWI research commissioned by Razorfish, consumer allegiance is much more fragile and misunderstood than most believe.“Marketers often idealize loyalty as a form of emotional devotion, but our research shows it’s driven by far more practical factors—convenience, product performance, and situational need,” Nic Chidiac, Chief Strategy Officer at Razorfish, said in a press release.This rings true, as the study found 65% of marketers believe repeat buyers return because of their love for the brand or company. In reality, the love a consumer may have for a particular brand is simply not enough to keep them loyal. Spanning a multitude of categories like streaming platforms, groceries, and even hotels, less than a quarter of participants agreed that love for a company is a significant motivator of repeat purchasing.This pattern is also reflected in loyalty programs. 57% of consumers participate in loyalty programs to receive benefits. 45% of respondents claim that the benefits of loyalty programs have become even more valuable over time.