The global pandemic of recent years has changed how many consumers live, play, work and shop even before today’s cost of living crisis has further altered the customer engagement landscape. The knock-on effects on the way we do business, as well as how consumers spend their money and with whom, are still being understood fully. So will 2022 see changes to customer engagement and brand loyalty like never before? The DMA’s Customer Engagement research sheds light on how the most successful brands put their customers at the heart of what they do – even more so amid a global pandemic and cost of living crisis. The latest ‘How to win trust and loyalty’ report tracks the key drivers of brand choice and long-term loyalty, preferred channels for customer engagement and retention, and the future of loyalty programmes since 2016. It provides an update on how behaviours have (and have not) changed and what actions brands should take to secure their long-term customer relationships.