Brand Loyalty over Hype: 93% of Germans Prioritize Quality
In 2026, consumers are making more cautious choices. The focus is shifting away from trends toward trust, quality and brand attachment. The DMEXCO Brand Study reveals the factors shaping brand loyalty and how you can tailor your strategy accordingly.
Understanding brand loyalty: What really matters to consumers today?
Working with market research institute Civey, DMEXCO has investigated the factors influencing brand loyalty in periods of economic uncertainty. In December 2025 and January 2026, the team surveyed 300 marketing, communications and advertising professionals and 2,500 consumers across Germany.
The result is a representative brand study that offers clear insights into the role played by trust, quality and brand attachment.
How to build brand loyalty in marketing
In times of crisis, the role of brands changes fundamentally, with brand loyalty becoming far more relevant than short-term trends.
Consumers make more informed decisions and seek trust, quality and reliability rather than chasing fads.
But what are the practical implications for your marketing strategy? How can you build long-term brand loyalty and differentiate your product from the competition?
The study offers answers to the following four questions:
- Which factors have the greatest influence on brand loyalty?
- Does FOMO still play any role in purchasing decisions now?
- Which channels do consumers really trust – and why?
- In which categories is innovation worthwhile despite rising brand attachment?
