Brand Transparency Has Become a Critical Loyalty Driver

As consumer spending tightens under tariff pressure, a December study conducted by Wunderkind finds that transparency has emerged as one of the strongest predictors of brand loyalty. 

More than half of consumers (56%) say they are more likely to stay loyal to brands that openly communicate about price changes, stock levels and the availability of promotions — a sharp shift from earlier years, when such updates were viewed as added courtesy rather than expectation.

Younger shoppers are leading this desire for transparency. An overwhelming 78% of Gen Z respondents reward brands that communicate clearly, making them the demographic most likely to link openness with trust and long-term engagement. Men also show notable sensitivity to transparency at 59%, slightly higher than the 54% reported among women. 

According to Wunderkind, this demand for clarity is tied closely to emotional security: When shoppers understand why prices fluctuate or how to secure the best deal, their anxiety decreases and their willingness to complete purchases rises.

“Transparency is no longer a courtesy; it is a competitive advantage,” says Jennifer Yeadon, Director of Content at Wunderkind. “In a season characterized by fluctuating prices and complex total costs, consumers reward brands that offer clarity and predictability. This has implications not only for promotional messaging, but for every touchpoint across the customer journey.”

For more consumer insights, download Wunderkind’s full report here.