As the new post-pandemic normal settles in and people adapt to a context of uncertainty, constant adversities, and pessimism, we are moving away from a moment in which consumers expected brands to rise up to society's challenges and into one when they’re demanding genuine allyship from businesses.

McDonald’s is overcoming economic headwinds to recession-proof its brand through creative marketing centered on fan truths, brand collaborations with social currency, and a gamified loyalty program. At a time when hospitality is struggling, McDonald’s is shining and has managed to become cool again.

Brand loyalty as we know it is declining among Gen Z audiences as they renegotiate the terms of the business-customer relationship. While this generation has the capacity for some of the deepest bonds, brands will need to meet them where they are with a new set of priorities.

As food prices remain high, Americans are focusing on how to maximize loyalty programs to stretch their dollars. Grocery stores and app-based food retailers are enhancing loyalty programs with noticeable pay-offs for membership fees and special gifts to keep the feeling of splurging alive.

Faced with the highest inflation rates in the G7, British grocery shoppers are increasingly looking to save money by choosing discounter supermarkets and own- or private-label products over the more expensive, heritage brands. What does this mean for future brand loyalty?