Loyalty is a funny word. Its actual definition talks to faithfulness and commitment – which isn’t often how consumers think of their relationship with businesses, particularly when economic hardship comes into play. Nor does it really reflect what can happen during highly unusual circumstances like the recent COVID-19 lockdowns. That’s because in brand speak, loyalty is an outcome, not a feeling. It’s what happens when a customer becomes less indiscriminate with where they choose to spend their time and money in a given category. Instead, for whatever reason, they start awarding these things to a specific brand or product.