Brand affinity will be more important than ever in 2024 as customers further tighten budgets and shift purchasing decisions to their most trusted brands. According to a report by McKinsey, 32% of shoppers in South Africa report substituting branded products with cheaper alternatives.
Economic uncertainty means your customers are looking to their favorite companies now more than ever for value, comfort, and consistency. Are you ensuring you maintain that affinity and strengthen your customers’ emotional ties to your brand?
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