Observed Signal · Aug 12, 2026 · Opinion / Analysis · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Brands Should Build Worlds, Not Just Loyalty Programs
Dan Bowers of TMW (part of Accenture Song) argues that traditional loyalty programs, focused on points and optimization, fail to create lasting customer commitment. Citing Accenture Consumer Pulse research, the piece highlights declining brand loyalty and growing willingness by consumers to let AI switch brands. Bowers recommends brands create 'worlds'—experiences that foster identity, belonging and emotional connection—using systems to enable participation rather than replace human-led meaning. Examples cited include Nike, Lego, Waitrose and McDonald’s as brands that create such worlds.
Opinion piece offering strategic guidance on loyalty and customer experience; cites Accenture research with consumer behavior statistics relevant to marketers, but is not a platform policy or major technical release.
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Key Takeaways & Evidence Grounding
- Article author: Dan Bowers of TMW (part of Accenture Song).
- Published on The Drum with an indicated publication date of 2026-08-12.
- Accenture’s Consumer Pulse Research cited: 67% of customers feel less loyal to brands than a few years ago.
- Accenture research cited: 45% of UK consumers would allow an AI agent to switch brands if it proved a better fit; this includes 38% of people who already consider themselves loyal.
- Nearly two-thirds of UK consumers expect AI to shape at least half of their purchases in the next 12 months (per the cited Accenture research).
Connected Companies & Entities
4 Entities mapped“Accenture’s Consumer Pulse Research showed nearly half (45%) of UK consumers would allow an AI agent to switch brands if it could prove a be...”
“Nike doesn’t simply offer benefits. It creates a world where membership means access, aspiration and belonging....”
“Lego creates a world where progress, creativity and discovery keep people engaged long after the purchase....”
Ontology Mapping & Concepts
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