In this episode of Little Conversation, host Samantha Dover is joined by experts in consumer trends and purchase behaviour for a discussion about brand loyalty and to answer the questions: how has brand loyalty changed, what behaviour shifts are driving those changes, and what opportunities are there for brands to create loyalty in the future? The COVID-19 pandemic saw consumers prioritising needs over wants and redefining what value means to them, whether that's value through price, quality, convenience, or needs met. The last 18 months also saw an increase in consumer desire for experiences and looking to brands to fill that void. Today, the demand for value and experience are merging, offering brands unique opportunities to reward consumers and drive loyalty - but how? Listen now to find out. Host: Samantha Dover, Senior Beauty and Personal Care Analyst, Mintel Reports UK. Guests: Diana Kelter, Senior Trends Analyst, Americas. Jane Hurh, Associate Director, Mintel Purchase Intelligence.