Marc Shillum, founder of Chief Creative Office, explains why product designers must rethink the way they capture consumer attention

There are many reports espousing the idea that Brand Loyalty is dead. Of course, this isn’t really news especially to those who actually deal with the impact to business.

According to a recent article published in Forbes, 90% of the leading household goods brands are losing market share on consistently low-growth categories and a Deloitte study shows 73% of consumer packaged goods categories are showing a decline in their status as a must-have, even when on sale.

There are more philosophies as to why this is happening than there are facts. Some argue that loyalty itself has been eroded in society: some blame the changing nature of work practices for millennials and others blame the continual appalling behavior of large corporations. Maybe it’s none of these, maybe it’s all of these, or maybe it’s that our brains are now wired differently.

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