Survey: Most Consumers Think New Customers Get All the Attention

The feeling is at odds with brands that are investing equally in retention and acquisition

By Matthew Schwartz    February 23, 2026     2-minute read

More than two-thirds of consumers (67 percent) agree that brands favor acquisition over keeping existing customers, according to “The 2026 Customer Loyalty Report.” However, most brands report a 50/50 budget split between new customers and existing ones, suggesting a perception problem for brands.