Consumers prioritise authentic reviews and user-generated content, with 44% considering these significant influences

London, England — 30th January 2025: Streetbees, the end-to-end market research platform that delivers human-centric insights at scale using conversational research, today released their ‘Brand Love Index’ highlighting consumers’ most loved brands, and the factors driving brand affinity this year.

As influencer marketing continues to soar – expected to grow by $52 billion by 2028, brands may be surprised to learn that celebrity endorsements and influencer partnerships are not the most important factors when it comes to fostering brand love. The research showed that authenticity trumps celebrity and influencer affiliation, with over a third deeming the role of celebrities and influencers (35% and 36% respectively) not very important to loving or hating a brand. 

Instead, 40% of consumers cite ethical practices as the key factor contributing to their love for a brand. This is closely followed by sustainability efforts (37%) and inclusivity (32%). Yet just over one in five (21%) consumers say political alignment is somewhat important to brand love or hate. 

Vidisha Gaglani, CEO, Streetbees comments, “Consumers are looking beyond celebrity and influencer affiliation, aligning with brands that reflect their values like ethical practices, sustainability, and inclusivity. The rise of deinfluencing – where consumers are discouraging people from buying certain products or engaging with certain brands – underscores this shift in consumer preferences. Consumers are increasingly voting with their wallets and hearts when it comes to brands they truly resonate with.” 

To love a brand means to be loyal 

Loving a brand goes hand in hand with trust and loyalty. When asked, nearly two-thirds (63%) say loving a brand means brand trust and loyalty, and 56% say they remain loyal to the brands they love. But what’s fuelling dislike? Among household brands, over half (57%) say poor product quality is the main reason, while 54% feel the same about lifestyle brands.  

Interestingly, 1 in 8 (13%) say adopting market trends has no bearing on their feelings towards a brand. Consumers have identified three critical areas that brands need to prioritise to win their hearts which includes competitive pricing (37%), high quality (35%) and customer-centric focus (21%). Our survey respondents also called how to be loved in 2025: 

Brands should focus on inclusivity for all, offering higher quality products and ingredients, better pricing, and more availability to ensure that people of all genders, races, sexual orientations, nationalities, skin colors, and ages can use their products. – Female, 30, UK 

Brands should focus on lowering prices without compromising quality, avoid reducing product sizes while increasing prices, treat employees and customers better, resist unethical pressures, and find a balance between profit and consumer fairness by sourcing materials ethically and pricing products appropriately. Female, 41, US 

The role of the customer experience in brand love 

Customer dissatisfaction has emerged as the top reason behind brand aversion, cited by over half (53%) of consumers. Unsurprisingly, excellent customer service proves to be a game-changer, with 56% stating it’s a critical factor in shaping their feelings towards a brand. Reviews and user generated content also hold considerable sway, as 44% of consumers consider them very important to loving or hating a brand.

Gaglani continues, “This year, loyalty begins with love – and for brands, that means forging deeper connections by aligning with what truly matters to consumers: shared values, ethical practices and inclusivity, alongside trust, affordability and quality. Winning hearts won’t come from chasing fleeting trends or influencer hype. Instead, it will be about delivering authentic value, championing causes consumers care about and creating experiences that resonate on a personal level to build lasting loyalty.” 

For more information about the Brand Love Index, visit the full whitepaper here.  

About Streetbees  

Streetbees is heralding a new era of market research. Our unique consumer behaviour platform offers in-depth, high-quality audience insights at speed and at low cost. 

Unlike traditional methods, SBX gathers audience insight using a conversational approach, underpinned by large language models (LLMs), which are trained on high quality data sets. This means the tool optimises its questions in real time to gather richer and more meaningful responses at scale. 

Backed by a team with decades of experience in market research, our platform makes research faster and easier, allowing organisations to create a full research brief in 20 minutes and get the findings back in as little as 48 hours. What’s more, results are delivered in a tailored, interactive dashboard, ready to be shared, so organisations can spend less time on admin and more time on action.  

For more information, visit: https://www.streetbees.com/sbx  

Research Methodology 

• Streetbees surveyed 2029 consumers in November 2024 across the UK and US  
• Survey data is weighted to be nationally representative on age, gender and region 
• For this survey:
  • A ‘household brand’ includes brands associated with food and beverage, alcohol and personal care. 
  • A ‘lifestyle brand’ includes brands associated with clothing and accessories, cosmetics and skincare and consumer electronics.