Marigold Report Finds U.S. Consumers are More Loyal, But More Demanding As Well

Published On
Feb 29, 2024
20240226 Marigold Consumer Trends Index


Marigold's 2024 United States Consumer Trends Index Report reveals key insights into American consumer behavior, emphasizing their inclination towards brand loyalty compared to global averages. 

The report highlights a significant 8% increase in U.S. consumers willing to pay more for brands they're loyal to, reaching 78%, surpassing the global rate of 63%. Additionally, half of U.S. consumers show a higher likelihood to engage in loyalty programs, while 84% express interest in personalized offers tailored to their interests. 

However, U.S. consumers also demand more from brands upfront, with 91% expecting personalized treatment, 7% higher than the global average. Also, 80% or more of U.S. consumers cite the following as either important or critically important services brands must offer to maintain their loyalty: customer service/support, data privacy policies, product/service quality, options and availability. Globally, these numbers are lower across the board. 

Other interesting U.S.-centric takeaways from the report include:

  • Half (50%) of U.S. consumers say they are optimistic about the economic outlook – up from 42% last year.  
  • Email drives the highest purchase frequency among U.S. consumers. Both social media ads and posts are trailing closely behind.
  • 77% of Gen Z and 81% of Millennials cite a greater likelihood to engage with messages about brand purpose-related activities, compared to 62% of Gen X and 53% of Baby Boomers.
  • 67% of Gen Z and 73% of Millennials find brand purpose to be important or critically important to maintaining brand loyalty. This figure falls to 55% for Gen X and 46% for Baby Boomers.

Marigold's report equips brands with actionable insights to navigate these preferences and foster enduring customer loyalty. Download it here.


Feb 29, 2024
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