Inclusion is the New Loyalty Metric

Values are now a driving force in consumer behavior. The Harris Poll found that nearly half of Americans who boycott say they’ve done so because companies rolled back diversity, equity, and inclusion (DEI) efforts, and one in five say their consumption habits are changing permanently. That’s not just a flare-up of outrage, that’s a long-term shift in loyalty.

“In this new reality, research is not a checkbox, it’s a compass.”

For years, brands could ride out controversy by waiting for the news cycle to move on. But today, people are making lasting decisions with their wallets. Four in ten Americans say they have shifted spending to align with their moral views, and 24% have walked away from a favorite store over politics.

So what does that mean if you are leading a brand? Consumers are increasingly expecting the brands they support to reflect their personal values. Pulling back from inclusion efforts without explanation risks losing not just goodwill but entire customer segments. Neutrality is not really an option anymore. Sitting on the sidelines is itself a choice, and many consumers see it that way.

Loyalty has become more fragile. A single misstep can cost a brand customers who do not just pause their spending, they do not come back. Consumers can spot inauthenticity a mile away.

That is why you need both a clear sense of your own brand values and a deep understanding of your customers. Research helps you get the second part right. It is not about endless surveys or mountains of data, it is about knowing what matters most to the people you serve:

• Which values are non-negotiable? 

• What would make someone walk away for good? 

• How do they want to hear from you when the stakes are high? 

Without those answers, you are guessing.

What used to be temporary outrage is turning into lasting behavior shifts. In this new reality, research is not a checkbox, it’s a compass. When brands know their values, stay consistent, and stay close to their customers, people notice. And that is what keeps relationships strong.