Magid explores brand churn » underlying consumer motivations

A recent Wall Street Journal article reported that 70% of consumers have purchased new or different brands compared to pre-pandemic, suggesting that inflation and supply chain issues were the major contributing factors. While it’s been widely reported that consumers have been trying new products and services over the past two+ years – in fact, we’ve been tracking this behavior throughout the pandemic – many consumers are telling us that their experiences with new brands have been the same or better.

Brent Magid and Beth Miller examine the underlying motivational and contextual factors for brand churn that may have deeper implications than what brands are considering.