In the four Hogwarts Houses ― as part of the Harry Potter series ― Hufflepuff members are known for their strong sense of justice, patience, hard work and of course loyalty. In the consumer packaged goods market, brand loyalty has been vital for the long-term health of these products and services. Yet, as today’s consumers feel the pinch of inflation, research shows that price increases are challenging shoppers’ loyalty to brands.
Consumer research platform Attest explored this in a survey earlier this year with 2,000 nationally representative working-age consumers based in the United States. What the company found was that a “negative experience” with a brand (33%) and price increases (32%) were the top reasons that a shopper would stop buying a brand’s product or service.