At The Marketing Society’s The Digital Day 2025, our very own Sarah Turner and Simon Jamieson took to the stage to explore an increasing challenge for brands in the digital age…
Their session, ‘The brand one-night stand. Strategies to turn ‘promiscuous’ digital natives into loyal brand lovers’, explored the very real challenge of earning lasting loyalty in today’s fast moving, polyamorous world. Attention spans are short, options are endless, and commitment is becoming increasingly rare.
As self-confessed pre-digital natives, they reflected on the good old days, when the bank manager knew your name, the insurance man was a familiar face, and the travel agent made every holiday special. Back then, relationships with brands felt personal and human, not just about transactions.
They highlighted how nowadays, everything from job hopping to dating habits, loyalty just isn’t what it used to be:
- Only 29% of consumers reported strong brand loyalty in 2024
- 55% of singles say relationships are getting shorter
- Average UK job tenure now sits at 4.9 years
- 28% of employees plan to switch jobs in the next 12 months – up from 19% in 2019
They also shared a few of their brand crushes, those getting loyalty very right. Surreal stood out for putting its founders front and centre, nailing a bold tone of voice, and turning everything from unboxing to onboarding into a memorable moment. Currys got a shoutout for embracing its weird side, using humour to build communities, spotlighting its staff and rewarding customers with perks and trade ins. And then there’s Octopus Energy, mission led, transparent, and backed by customer service so good it’s become the most trusted energy brand in the UK.
What’s Your Brand Dating Profile?
Throughout the day, we ran The One Night Stand Loyalty Quiz to help people find out their own brand dating style. Are you a Loyalty Lover (you're loyal, loving, and emotionally invested)? Or a Serial Dater (you’re loyal-ish until something better comes along with a better offer)? Maybe a Brand Boo (not official but definitely seeing each other), or a One Night Brander (commitment’s not your thing, you bounce from brand to brand)
The results speak for themselves:
59% Brand Boos
33% Serial Daters
7% Loyalty Lovers
1% One Night Branders
This quiz reflects the wider reality… we’re not exactly settling down with brands like we used to, but we still like to keep those options open. That being said, there’s still room for brands that know how to build real connection. Loyalty might be harder to earn these days, but when it’s done right… it’s a match!
Take our quiz to discover your loyalty type. Are you a One Night Brand, Serial Dater, Brand Boo or a Loyalty Lover?
We’ve got your brand dating profile waiting…
mlp agency are partners of The Marketing Society.
