In its fifth annual Customer Loyalty Index (CLI), SAP Emarsys reports that for the first time in the UK, “True Loyalty” has stalled. In its place, a new type of allegiance is gaining ground: Trend Loyalty – a behaviour driven more by viral moments and social media buzz than long‑term brand devotion.
The study reveals several striking insights: 45 % of people say they’re more likely to trust a product if it goes viral; 33 % trust TikTok and social media trends more than official brand websites or ads; 41 % have purchased items promoted by influencers (nearly double the average of 21 %); and 64 % say they are loyal to specific products rather than to brands as a whole.
The shift is particularly pronounced among younger consumers. Among Gen Z shoppers, 43 % admit buying a product solely because it was trending on social media – nearly twice the rate of the general population. Moreover, 20 % of Gen Z say their loyalty to brands depends on whether they trend, while 25 % say they will lose loyalty if a trending product fails to meet expectations.
Sara Richter, CMO at SAP Emarsys, describes Trend Loyalty as “driven by hype, not history,” and stresses the urgency for brands to act quickly. She argues that to convert a transient trend into a sustainable customer connection, brands must understand what triggered the trend and what emotional need it tapped into – and respond intelligently in that moment.
A key enabler of such responsiveness is AI-powered personalisation at scale. With real-time data insights, brands can tailor communications and offers precisely, turning individual moments of interest into ongoing engagement.
Some brands are already testing these strategies. Luxury beauty name Molton Brown has combined in-store data, online behaviour, and campaign responses to deliver personalised experiences via associates. The brand reports a double-digit uplift in campaign conversions during trend-driven periods, suggesting early proof of concept.
In addition to the CLI, SAP Emarsys has launched a B2B Buyer Loyalty Index (BLI) to explore how loyalty evolves in the business‑to‑business space. Together, the CLI and BLI aim to give brands deeper insight into loyalty dynamics across both consumer and enterprise sectors.
Fred Reichheld, creator of the Net Promoter Score, puts it simply: “Loyalty means giving customers a reason to repeat, expand and refer. Every interaction – whether with your brand, your people, or your systems – should deliver value that customers and partners would genuinely miss if it disappeared.”
In a landscape where loyalty is changing, brands that embed relevant, personalised experiences at their core may be better placed to succeed.
