The loyalty premium: how brand loyalty and consumer trust drive customer retention

United States: Nostalgia is fueling a new wave of brand loyalty

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Nostalgia fuels loyalty

In the U.S., brand loyalty runs deep and often starts with nostalgia. A significant 81% of American consumers can name at least one brand they feel loyal to, with the average person loyal to six brands. Nostalgic branding plays a powerful role in consumer trust and brand preference, with 71% of Americans more likely to buy from brands tied to their childhood memories. Consumers frequently named products they would love to see return, including iPods, Gameboys, Crystal Pepsi, and Sega consoles. Two-thirds said they’d even pay more to bring back these beloved, discontinued items.

Experience is the differentiator

While nostalgia may spark initial interest, it’s the overall customer experience and brand engagement that foster long-term loyalty and drive customer retention. American consumers say they remain loyal to brands that deliver consistently high product quality (59%), provide positive experiences (58%), and have earned trust through years of use (56%). These expectations apply across various sectors, but grocery/food (54%), clothing (42%), footwear (37%), phones (29%), and electronics (28%) are the top categories where Americans report the most loyalty.

Loyalty persists despite rising prices

Loyalty remains strong even as inflation puts pressure on wallets. Seventy-three percent of U.S. consumers say they would continue to purchase from their favorite brands even if prices increased, proving that perceived value and brand perception outweigh pricing concerns. And on average, they are willing to pay 25% more for these trusted products.

Some categories stand out, with consumers willing to pay up to 34% more for gaming products, 33% more for jewelry and watches, and 28% more for fitness brands. However, Americans do have limits; they say they might consider switching brands if a competitor offers a superior product or if their preferred brand stops delivering value.

Australia: trust, quality, and longevity define Aussie loyalty

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Loyalty rooted in trust and experience

Australian consumers balance practicality with strong brand connections. Like their U.S. counterparts, 81% of Aussies can name at least one brand they’re loyal to, typically averaging five brands.

Australians are most likely to remain loyal to grocery/food (48%), clothing (35%), and mobile brands (34%). For Aussies, loyalty is largely driven by brands that offer consistently positive experiences (59%), long-term reliability (57%), and high-quality products (54%).

Willing to pay more for the brands they love

Despite a reputation for being price-conscious, Australians demonstrate a willingness to pay more for trusted brands. Sixty-three percent of Aussies said they would continue buying from their favorite brands even if prices increased. They are willing to pay an additional 27% for fitness products, 22% for gaming items, and 20% for electronics. These findings underscore that Australians are prepared to invest in brands that deliver perceived value, even in the face of economic pressures.

Nostalgia and exclusivity drive deeper connections

Nostalgia is a powerful influence on Australian purchasing behavior, with 62% of consumers more likely to shop from brands tied to their childhood memories. Many Australians expressed interest in the return of discontinued favorites like Banana Nesquik, Sega Dreamcast, and Crystal Pepsi. More than half (53%) said they would pay extra if their favorite brand brought back a retired product. Additionally, respondents highlighted exclusive perks, consistent pricing, and personalized experiences as key motivators for deepening brand loyalty.

United Kingdom: quality and consistency cement loyalty in the U.K.

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Quality and consistency are key

In the U.K., quality and consistency are the cornerstones of brand loyalty. A striking 83% of British consumers can recall at least one brand they’re loyal to, typically citing five brands they regularly buy from. British consumers are most loyal to grocery/food (49%), clothing (43%), and mobile brands (30%). The primary reasons for their loyalty include high product quality (60%), consistently positive brand experiences (58%), and long-term trust (55%).

Price increases don’t shake loyalty

Despite increasing costs, British consumers demonstrate steadfast loyalty to the brands they love. Sixty-eight percent of U.K. respondents said they would remain loyal even if prices rose. They are willing to pay up to 27% more for gaming and fitness products, 22% more for computing, and 21% more for footwear. This willingness to pay a premium highlights the enduring importance of perceived value and quality in British consumer decision-making.

Nostalgia strengthens emotional bonds

As in other regions, nostalgia plays a powerful role in U.K. brand loyalty. Sixty-three percent of British consumers said they are more likely to buy from brands associated with childhood memories. Furthermore, 58% said they would pay more for the revival of discontinued products such as Pollywaffle, Caramac, and Sega consoles. In addition to nostalgic appeal, British consumers cited exclusive rewards, personalized experiences, and consistent pricing as essential components of brands they remain loyal to.

Building customer loyalty in 2025: Why quality and experience matter more than ever

Across the United States, Australia, and the United Kingdom, one thing is clear: customer loyalty is not just about offering the lowest price or the trendiest product—it’s about creating lasting value through consistent quality and meaningful experiences. Consumers today have more options than ever before, but they are still willing to pay a premium for brands they trust and love. 

Nostalgia can spark a connection, but it’s the everyday experience—reliable quality, personalized brand engagement, and perceived value—that fosters true brand loyalty and long-term consumer commitment. For brands looking to build long-term customer relationships, the lesson is simple: invest in customer experience, maintain consistent quality, and engage authentically with your audience. Those that do will create customers for life. 

Survey methodology

Talker Research surveyed 2,000 general population Americans, 1,000 Australian adults, and 1,000 British adults; the survey was commissioned by UserTesting and administered and conducted online by Talker Research between February 22, 2025 and February 25, 2025.