Loyalty is a fascinating concept that influences many aspects of our lives. But what makes us loyal, and why do we stay committed to certain people, brands, or ideas? What keeps you coming back to your favourite coffee shop, even when there are many others around? Have you ever wondered why some people are unwaveringly loyal to a sports team, even during losing streaks? From political parties to favourite brands, unwavering loyalty influences multiple facets of human life. The majority of consumers (54.7%) are loyal to one to five brands, per the most recent customer loyalty statistics.
Loyalty remains an elusive force, binding us to people, groups, and ideas in a way that often defies pure reason. What invisible psychological ties compel someone to stick with a struggling sports team season after season? The answers offer illuminating insights into fundamental drivers of human behaviour.
What is Loyalty?
Psychologists define loyalty as a commitment to continue supporting, believing in, or buying from a person or brand despite situational influences and potential alternatives (Van Lange et al., 2011). Rather than being swayed by momentary desires, loyal individuals remain constant in their preferences over time.
The phenomenon of loyalty has deep evolutionary roots related to group cohesion and survival. In prehistoric times, remaining loyal and committed to one’s group and its members was critically important for overcoming environmental threats and protecting against outside dangers (Van Vugt & Hart, 2004). By steadfastly standing together rather than abandoning each other in difficult times, early human groups and tribes were much more likely to survive threats and live to pass on their genes.
Loyalty strengthened social bonds critical for cooperation in hunting, gathering, raising offspring, and sharing resources and shelter (Abratt et al., 1995). At an individual level, loyalty paid off in terms of group inclusion, mating opportunities, and protection (Van Vugt & Hart, 2004). Consequently, loyalty tendencies were strongly selected for and reinforced over the evolutionary history of early humans.
In modern times, the survival advantages of group loyalty have diminished. However, instinct remains encoded in our genes and human nature. Psychologists believe the evolutionary predisposition towards loyalty gets activated and directed based on our socialization and life experiences (Van Vugt & Hart, 2004). A sports fan may feel deep loyalty to their team based on fond childhood memories and a sense of identity, while brand loyalty arises from personalized marketing and reciprocal gestures. The roots of our loyalty tendencies remain alive, even as the targets change.
Why are we Loyal?
Humans demonstrate loyalty for a variety of psychological reasons. A key driver is our tendency to prefer consistency and social norms that reinforce loyalty as a positive trait. One reason we show loyalty is that it provides a feeling of belonging to a group. When you’re loyal, you’re signalling that you embrace the norms and values of that group, which helps you gain approval from other members. Sticking with the same brand or team can also just be easier than constantly rethinking options and making new choices all the time. Making decisions requires mental effort, so loyalty saves some brain power.
Loyalty also comes from the emotional connections and bonds that are built up through shared positive experiences over time. Think about your favourite sports team – you likely have fond childhood memories of watching games with family and friends. Now when you wear the team jersey, you’re showing your identity and saying “This is who I am.” Loyalty expresses your values in a way others can see.
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