Why consumers pay more for brands they trust (& how to become one of them)

Let’s be honest. Money is tight. Wages are stagnant. Rent prices are borderline freaking offensive.

And still — still — a shocking number of people will happily fork over 25% more just to stick with their favourite pair of butt-lifting sculpting scrunch leggings. That’s not just brand loyalty. That’s emotional monogamy lol. So, what gives?

Turns out, even in a cost-of-living crisis, value doesn’t just mean “cheapest option.” It means the brand I trust not to screw me over. And that's the kind of trust you can’t slap a discount sticker on.

Loyalty isn’t logical. It’s emotional.

We like to think we’re rational shoppers. Budget-savvy, spreadsheet-fluent, cold-blooded comparison clickers. But really? We’re just looking for a little comfort in the chaos. Our favourite brands become a kind of emotional support blanket. They’re the reliable ex who never ghosted us. The friend who always picks up. The skincare that doesn’t break us out or betray us.

Why this kind of attachment runs deep:

• Loss aversion. We fear losing what works more than we crave something new

• Status quo bias. Switching takes energy, and we’re all emotionally overdrawn

• Consistency craving. In an unhinged world, knowing exactly what to expect feels revolutionary

So yes, someone might absolutely pay $42 for mascara they know won’t smudge, even if there’s a dupe for half the price. Because who’s going to trust a stranger!? Not me.

Value ≠ cheap. Value = worth it.

People aren’t just paying more for the product. They’re paying for the experience. The vibe. The promise kept.

Consumers want:

• Fast, friendly customer service

• Predictable quality and performance

• A feeling of alignment (“this brand gets me”)

• And (we all know it) a little sparkle of main character energy

This is why Trader Joe’s can quietly raise prices and still be beloved. Why people sob when Glossier discontinues a product. And why Patagonia can charge what it does with a straight face The values match the price tag.

But don’t get cocky, because loyalty has limits.

Let’s not confuse loyalty with a lifetime contract. Because the minute a brand starts phoning it in? Consumers notice. And competitors are just waiting to pounce.

Customers will absolutely jump ship if:

• The experience starts feeling transactional or stale

• Another brand offers a better product at a similar price

• Trust is broken through bad service, bad ethics, or just bad vibes

So while yes, people will pay more for you, they’re not doing it out of charity. It’s conditional love, babe. Conditional on you showing up.

So what should brands actually do?

This is where the marketers lean in. Because the opportunity is massive, but so is the risk of losing relevance.

If you want to be the brand people would rather pay more not to leave:

• Show up consistently. Your packaging, your tone, your product—it all needs to feel like you.

• Deliver what you promise. Surprise and delight? Great. But first, do what you said you’d do.

• Listen like a human. Be accessible. Be responsive. Be less like a FAQ page and more like a friend.

• Evolve without losing your soul. Growth is good. Selling out? Not so much.

And above all, make them feel something. Comfort, joy, inspiration, nostalgia, whatever your flavour is, lean in. Because in 2025, people aren’t loyal to logos. They’re loyal to how you make them feel.

Customers will pay more for trust. They’ll stay loyal if you deliver. But the minute you stop being worth it? They’re gone. Brand love is real, but it’s earned. And if you want to be “the one,” you’d better keep acting like it.

-Sophie, Writer