Consumers Are Gradually Detaching from Brand Loyalty: A Shift in the Market Landscape

Heightened Need for Proximity Amid Current Crises

The ongoing global crises have resulted in unprecedented collective stress, with 56% of the French population reporting increased fragility—an alarming increase of 20 points since 2021. Additionally, 77% express feelings of instability.

With factors such as environmental degradation, increasing distrust in technology, and generational shocks contributing to widespread anxiety, the French public’s outlook is notably more pessimistic compared to their European neighbors.

In this climate of uncertainty, the reptilian brain, which governs emotional reactions, is profoundly active. Familiarity and proximity are deemed essential in fending off external threats. Brands that integrate into consumers’ daily lives play a crucial role in providing comfort and security.

Despite this need, there is a concerning decline in perceived brand proximity. Just two years ago, 39% of French consumers felt a decent or strong connection to brands; this number has dropped to only 25% in 2025.

Notably, consumers’ trust in brands has waned, particularly in the wake of economic inflationary pressures—such as shrinkflation and disconnection from traditional brand values. This drop in perceived proximity poses significant risks, as closer brand ties are directly correlated with consumers’ willingness to engage. A staggering 87% of consumers indicate they would consider switching to a brand they felt closer to, even if it meant paying a premium.

Refocused Expectations on Fundamental Values, Particularly Price

The dimension of usage proximity has emerged as the foremost factor influencing brand connection, predominantly driven by financial accessibility. This was identified as the top criterion across all sectors.

However, this result varies among different demographics: younger consumers and urban dwellers continue to place a strong emphasis on brands’ societal efforts. Nevertheless, the overarching trend indicates a shift towards prioritizing essential values and a heightened need for immediate security and assurance.

Varied Leadership Models in Proximity

Brands such as Decathlon have been identified as “absolute leaders” in brand proximity, excelling on all measured dimensions with scores significantly higher than industry averages. For instance, Decathlon reports a usage proximity score of 58%, while the average hovers at 36%.

The study also highlights alternate models where certain brands achieve high scores in specific proximity dimensions consistently over time. For example, Action excels in usage proximity, bringing affordability and relevancy to consumers’ lives, while also unexpectedly thriving in societal proximity due to new store openings and community engagement.

Touchpoints Serving Proximity

Finally, the study examines how various touchpoints contribute to brand proximity. Physical touchpoints, peer interactions, and customer experience are key components identified as crucial for fostering closeness with consumers.

In terms of paid media, television and print remain significant mediums for establishing intimate relationships with consumers, although these findings vary across categories and target demographics.

For brands, integrating proximity into their media ecosystems is vital for building trust and cultivating strong consumer relationships.

Laurent Capion, CSO of Publicis Media France, emphasizes the importance of addressing trust issues in brand-consumer dynamics:

“Brands are generally losing proximity with consumers, and this decline is especially alarming given the anxiety-laden context we live in. It is essential to rebuild the trust and proximity contract to safeguard brand value. Proximity has become a critical strategic lever for brands in 2025, necessitating an adaptation and reinvention of their approach to meet consumer expectations.”

*This study was conducted among 11,000 French individuals representative of the population aged 18 and older in December 2024, covering 149 brands across 12 sectors.