The age of lifelong brand devotion is over. For the first time, ‘True Loyalty’ has stalled in the UK, according to the fifth annual Customer Loyalty Index (CLI) from SAP Emarsys.
In its place, a new phenomenon is emerging: ‘Trend Loyalty’ — an emotionally charged, fast-moving allegiance driven by viral moments rather than long-term trust:
- 45% are more likely to trust a product if it goes viral
- 33% trust TikTok and social media trends more than ads or brand websites
- 41% have bought products promoted by influencers – almost double the overall average of 21%
- 64% say they’re loyal to products, not brands
This is particularly true of younger generations, with 43% of Gen Z shoppers admitting to buying a product purely because it was trending on social media — almost double the rate of the general population. In fact, 20% of Gen Z say they’re loyal to brands because they trend, while 25% will be less loyal if a trending product disappoints.
“Trend Loyalty is both a risk and an opportunity for brands,” said Sara Richter, CMO at SAP Emarsys. “It’s driven by hype, not history. If marketers want to turn the emotional rush of a trending moment into something more meaningful and lasting, they need to move fast -and understand each customer on a personal level. What sparked their interest? What emotional need did the trend tap into?
AI-powered personalization at scale is key. It empowers brands to respond with relevance and speed, transforming one-off moments into repeat engagement and long-term loyalty.”
Loyalty is changing, not dying
Trend Loyalty represents a powerful opportunity for brands that understand their customers in real-time. In a world shaped by shifting values and fast-moving trends, success depends on connected data and real-time personalization.
Luxury beauty brand Molton Brown is already piloting this strategy. Behind the scenes, the brand uses SAP solutions to build a more connected customer view capturing online behaviour, in-store interactions, and campaign responses. This enables boutique associates to offer personalized recommendations, while AI-driven insights power real-time engagement across channels. The result: a double-digit uplift in campaign conversions during key moments.
Expanding the loyalty conversation: B2B buyers join the spotlight
Alongside the CLI, SAP Emarsys has launched the first-ever B2B Buyer Loyalty Index (BLI): a new study exploring how business buyers form loyalty and make decisions. Together, the CLI and BLI offer a comprehensive view of how loyalty is evolving across both consumer and enterprise audiences.
“Loyalty means giving customers a reason to repeat, expand and refer,” said Fred Reichheld, Bain Fellow, and creator of the Net Promoter Score.
“Every interaction — whether with your brand, your people, or your systems — should deliver value that customers and partners would genuinely miss if it disappeared.”
Forward-thinking brands are embedding loyalty into the core of their business, using AI to personalize at scale, connecting engagement with operational systems to deliver unified experiences.
Download the full CLI 2025 report here and explore the BLI 2025 report here to learn how loyalty is evolving in the age of influence.
