10/06/2026
We surveyed 225 U.S. consumers for our new report, Prove It, and the data confirms what a lot of marketers already feel in their gut: loyalty isn't slipping because consumers stopped caring. It's slipping because most brands stopped proving they deserve it.
Here's what we found:
â 8 of the top 10 U.S. retailers lost share of wallet last year, even while growing sales
â 91% of consumers say AI-generated brand content makes them trust a brand less
â 70% say a single real-world experience â an event, a pop-up, a real person â is enough to tip a close call in your favor
â Loyalty programs still work great... but only after trust already exists, not as a substitute for it
If your loyalty strategy is built entirely on points, personalization, and automation, this report is the wake-up call. If it's not, this is the proof you've been looking for to make the case internally.
Get the full data in Prove It: How Consumers Are Auditing Every Brand Relationship in 2026 â
https://5600189.fs1.hubspotusercontent-na1.net/hubfs/5600189/White%20Papers/Inspira_ProveIt_WhitePaper.pdf?hsCtaTracking=4ad71dee-99f6-4e55-9544-43d51507789e%7C110fdb2b-52c2-4991-a630-c4f383e75012
Your customers are already running this audit. Find out if you're passing.