Brand trackers show price, not purpose, drives switching
Across four large brand-tracking panels, price and availability explain most brand switching in 2026, while purpose messaging ranks near the bottom.
Findings
Shoppers who switched brands cited price in 54% of cases and availability in 22%. Sustainability or social messaging was cited by fewer than 5%.
What strategists say
Brand leads argue purpose still supports long-term pricing power, even if it rarely triggers a switch. Most recommend tying purpose claims to concrete product benefits.
Pressure on budgets is also reshaping agency structures, see Holding groups merge data units into single offer.
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