When external factors like a recession or a pandemic come to the fore, will your customers stay loyal, or will they begin to check out other brands?

A few different researchers have asked this question recently. All have found that volatility among consumers was at an all-time high. PwC, for instance, found that COVID-19 plus a turbulent economy have influenced buying decisions. PwC also found that consumers can easily find out where companies stand on environmental, social and governance (ESG) issues, and expect businesses to share their beliefs.

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