Stat: Consumers are willing to pay more for brands they trust

Global – More than two-thirds of consumers in the US, the UK and Australia are willing to pay an average of 25% more for their favourite brands, according to a March 2025 UserTesting survey. Positive customer experiences, consistent product quality and brand familiarity are key drivers of loyalty.

‘Brand loyalty isn’t just about nostalgia or habit, it’s about delivering consistent value,’ says Bobby Meixner, senior director of industry solutions at UserTesting. ‘In today’s market, customers stay loyal when brands create experiences that feel personal, reliable and rewarding.’

The survey of 4,000 consumers, conducted with Talker Research, found that people are most loyal to grocery, clothing, electronics and footwear brands. In the US, nearly three-quarters of consumers said they would continue buying their preferred brands even if prices ‘skyrocket tomorrow’, particularly in the gaming, jewellery and fitness categories (source: Marketing Dive).

Nostalgia also plays a role, with 71% of US respondents more likely to buy brands linked to childhood memories. But UserTesting concluded that, ultimately, everyday customer experience matters most. For more insights on what consumers value, read our New Codes of Value macrotrend report.