What will make consumers choose your brand?

In 1985, Coca-Cola made a historic blunder. The introduction of “New Coke” was meant to refresh the brand, but it backfired spectacularly. Consumers revolted, demanding the return of the original formula. What was the issue? It wasn’t just taste—it was trust.

People had built a connection with the brand, and the sudden shift eroded that trust overnight. The debacle serves as a reminder: consumers remain fiercely loyal to brands that meet their expectations and skeptical of those that disrupt their experience negatively.

A recent study by Adobe Express delves into what makes UK consumers commit to a brand—and what makes them walk away. The findings, based on a survey of 1,500 UK consumers, provide a data-driven look into the essential factors shaping brand loyalty in 2025.

Quality and Reliability: The Non-Negotiables

The single most important factor driving consumer loyalty? Product quality and reliability. A resounding 73% of consumers say these two elements keep them returning to a company. Across industries, whether in media, tech, or retail, consistency in product performance is key.

In the media, internet, and tech sectors, this number jumps even higher—88% of consumers in this space cite quality as their primary reason for choosing a brand. Meanwhile, in the creative, arts, and design industry, the figure remains strong at 73%.

For businesses, this reinforces the idea that while marketing strategies evolve, the core principle remains unchanged: deliver what you promise, every time.

The Pitfalls That Lose Customers

While quality attracts, missteps can be costly. A staggering 93% of consumers say consistently poor products or services would drive them to abandon a brand entirely.

Bad customer service follows closely behind at 66%, underlining the expectation that support must match the quality of the product itself.

Consumers also take issue with high-pressure marketing tactics—52% say too many marketing emails and push notifications make them tune out a brand.

Meanwhile, 41% cite aggressive or intrusive ads, and 39% express frustration with misleading advertising. The message is clear: over-communication is not engagement.

Price Matters—But Not at Any Cost

Affordability ranks second only to product quality in importance. 70% of UK consumers cite price as a key factor in choosing a brand, with this percentage surging in industries like leisure, sport, and tourism, where 83% say cost is their top priority.

However, discounting alone won’t secure long-term loyalty. 45% of consumers feel a lack of discounts or rewards diminishes their interest in a brand, but this number is significantly lower than those prioritizing quality. This suggests that while price sensitivity exists, it does not override the need for a reliable product.

Marketing That Works (And What to Avoid)

With digital marketing saturation at an all-time high, consumers are becoming more discerning. Over half (52%) say they discover brands through word-of-mouth recommendations—emphasizing the importance of customer advocacy over sheer advertising spend.

While a strong social media presence plays a role (especially for younger consumers aged 25-34), only 11% of consumers overall see it as a deciding factor in brand choice.

Similarly, just 7% are swayed by creative marketing and advertising efforts, meaning businesses relying heavily on these tactics without backing them up with quality are likely misallocating resources.

On the other hand, excessive digital noise—too many emails, intrusive ads, misleading messaging, or influencer-heavy campaigns—actively alienates customers. The key to effective marketing isn’t shouting louder; it’s precision and credibility.

Industry-Specific Insights

Not all industries operate under the same rules when it comes to consumer expectations:

• Technology & Media: 88% of consumers prioritize product quality.
• Creative, Arts & Design: 73% value product reliability above all else.
• Leisure, Sport & Tourism: 83% say affordability is the key driver.
• Retail: 84% prioritize cost over other factors.
• Science & Pharmaceuticals: 90% of consumers say quality is the defining factor.

For CFOs, these numbers indicate that investment in product development and customer experience must align with sector-specific consumer expectations. Marketing alone will not drive sales without substance to support it.

Final Takeaways for Business Leaders

The study findings reaffirm a fundamental truth: businesses cannot market their way out of a poor product experience. Consumers today have more information and options than ever, making brand loyalty increasingly fragile. To secure it:

1. Prioritize Quality & Reliability: The single most important loyalty driver.
2. Refine Marketing Tactics: Less is more—cut down on excessive emails and intrusive ads.
3. Price Competitively, But Thoughtfully: Affordability matters, but value perception is critical.
4. Strengthen Customer Service: 66% of consumers consider this a dealbreaker.
5. Leverage Word-of-Mouth: Customer advocacy is still the most effective form of marketing.

The lesson from Coca-Cola’s misstep? Consumers are willing to be loyal—but they demand consistency and credibility. Brands that understand this will thrive. Those that don’t will struggle to be heard in an increasingly skeptical marketplace.

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