Amazon, Google, Microsoft, Apple, and Coca-Cola lead 2025s loyalty rankings

Generative AI and always-on customer experiences are reshaping brand loyalty

Consumers expectations jumped 30% this year, but brands only met 911% of that demand

Amazon, Google, Microsoft, Apple, and Coca-Cola lead 2025s loyalty rankings

The 17th annual Brand Keys Loyalty Leaders List has named Amazon, Google, Microsoft, Apple, and Coca-Cola as the top five brands for customer loyalty in 2025, with digital platforms, entertainment ecosystems, and heritage icons filling out the rankings.

The report highlights how generative AI, immersive brand experiences, and rising consumer expectations are redefining what loyalty means in todays marketplace.

Loyalty gap widens as expectations soar

According to Brand Keys founder and president Robert Passikoff, consumer expectations have risen 30% year-over-year, while brands have only managed to meet 911% of that growth.

That gap is where brand loyalty lives, Passikoff said. Exposure to and experience with a brand whether at retail, via streaming, or through AI has never been more critical.

AI moves loyalty from transactional to predictive

Passikoff noted that AI is becoming the most important bridge across the loyalty gap. Currently, AI powers personalization and customer support, but the next wave will see generative AI companions serving as always-on brand emissaries.

Instead of static loyalty programs or simple points systems, AI will enable adaptive experiences that respond dynamically to customer needs, moods, or life stages. Consumers wont just be choosing brands; AI will be choosing for them, Passikoff said, based on trust, history, and context.

Entertainment, tech, and heritage brands dominate

The 2025 list shows how entertainment platforms and tech companies are surging alongside classic consumer goods. Paramount+, TikTok, and ChatGPT joined stalwarts like Coca-Cola and Levi Strauss in the top 20.

As AI weaves itself deeper into daily routines from shopping and media to mobility and health experts predict brand loyalty will shift from being transactional to relational, and eventually, predictive. Brands that teach their AI to be empathic, transparent, and aligned with consumer values may secure loyalty for a generation, not just a season.

Top 10 brand loyalty leaders of 2025

1. Amazon (Online Retail)

2. Google (Search)

3. Microsoft (Tech)

4. Apple (Smartphones)

5. Coca-Cola (Beverages)

6. Samsung (Smartphones)

7. Paramount+ (Video Streaming)

8. ChatGPT (AI)

9. TikTok (Social Networking)

10. Levi Strauss (Apparel Retailers)
    

3 big takeaways for marketers

1. Expectations are outpacing delivery

• Consumer expectations rose 30% year-over-year, while brands only managed a 911% gain.

• The widening expectation gap is where loyalty is won or lost.

2. AI is becoming the loyalty engine

• Generative AI companions will soon serve as always-on brand emissaries, personalizing experiences in real time.

• Loyalty programs must evolve beyond points and perks to dynamic, adaptive engagement.

3. Entertainment + heritage = loyalty mix

• Streaming platforms and AI leaders (Paramount+, TikTok, ChatGPT) now stand alongside classic consumer icons (Coca-Cola, Levi Strauss).

• Winning loyalty today means blending digital innovation with trusted legacy values.

Social Security recipients hoping to learn their 2026 cost-of-living adjustment (COLA) this month may have to wait

Social Security checks will continue despite the shutdown

But the 2026 cost-of-living adjustment (COLA) announcement may be delayed

Retirees are urged to budget conservatively until the official figure is released

Normally, the Social Security Administration (SSA) announces the annual COLA in mid-October. But the ongoing federal government shutdown has likely pushed that timetable back. While monthly benefits themselves will continue, the announcement of the adjustment may be suspended until inflation data is available.

Why the COLA matters

The COLA affects more than 71 million Americans retirees, people with disabilities, and surviving family members. It determines how much monthly Social Security checks increase to offset inflation.

In 2025, the average retired worker received about $1,940 per month. Even a modest percentage change can mean the difference between affording rent, groceries, or prescription drugs.

Recent years have seen unusually large COLAs due to higher-than-normal inflation. But without clarity on the 2026 figure, households on fixed incomes face uncertainty about their budgets for the new year.

The role of inflation data

Each years COLA is based on inflation data from the Consumer Price Index for Urban Wage Earners and Clerical Workers (CPI-W), compiled by the Bureau of Labor Statistics (BLS). If BLS staff are furloughed, the release of Septembers CPI report the final piece needed to calculate the adjustment could be delayed.

That delay would ripple through to SSA, preventing an on-time COLA announcement. The BLS has already missed its regular jobs report release because of the shutdown, underscoring the disruption.

What is still happening during the shutdown

Despite the uncertainty, Social Security checks are not at risk. Employees responsible for issuing payments are considered essential and will continue working.

Other SSA functions, however, could slow dramatically. Services like answering phones, processing claims, or verifying identities for new applicants may face significant backlogs.

Budgeting for uncertainty

Financial planners advise retirees to prepare for possible delays by budgeting conservatively. That means tracking inflation trends, holding off on large financial decisions, and maintaining flexibility until the official COLA figure is announced.

Uncertainty can influence choices such as whether to downsize housing, adjust Medicare coverage, or withdraw funds from retirement accounts. Experts warn that planning without knowing the adjustment could leave households exposed to risk.

Political backdrop

The COLA announcement is also shaping up as a political flashpoint. With Social Securitys long-term solvency already under debate, lawmakers opposed to shutdowns argue retirees shouldnt be caught in the crossfire of budget standoffs.

The latest estimate pegs the 2026 COLA at about 2.7%. Unless Septembers inflation data shows an unexpected shift, that number may hold. But until the government fully reopens and the BLS resumes publishing, millions of retirees will remain in limbo.

Prevention tips: how retirees can prepare during the delay

• Budget conservatively: Assume a modest increase until the official COLA figure is announced.

• Track inflation trends: Keep an eye on CPI updates and financial news for clues about the likely adjustment.

• Delay big decisions: Hold off on housing moves, major purchases, or Medicare plan changes until the COLA is finalized.

• Build flexibility: Keep a cushion in your budget to adjust when the new benefit amount is announced.

• Avoid : Be wary of anyone claiming they can provide early access to COLA information the SSA is the only official source.

What to do if youre affected by a delayed COLA announcement

• Check the SSA website regularly: Thats where the official COLA announcement will appear.

• Contact financial institutions cautiously: Banks and retirement planners may have estimates, but only SSA numbers are official.

• Dont panic about payments: Your monthly Social Security check will arrive on schedule regardless of the shutdown.

• Use estimated COLA figures for planning: Analysts currently peg the 2026 COLA at about 2.7%. While not guaranteed, it can be a placeholder for preliminary budgeting.

• Stay informed through trusted news sources: Government shutdown updates will signal when BLS data and SSA announcements may resume.

Consumers without insurance will pay $499 a month

By Mark Huffman of ConsumerAffairs

• Novo Nordisk will make its blockbuster weight-loss drugs Ozempic and Wegovy available at Costco pharmacies for $499 per month for members paying out-of-pocket roughly half their typical list prices.

• The move is part of the companys broader push to curb competition from compounded copycat versions and expand access for people whose insurance plans do not cover these treatments.

• Costco members will be able to access the discounted pricing through the Costco Member Prescription Program, subject to prescription eligibility and membership requirements.

Danish pharmaceutical giant Novo Nordisk has announced that its popular weight-loss treatments, Ozempic and Wegovy, will be sold at a deep discount $499 per month at Costco pharmacies for members who are paying out-of-pocket.

The reduced rate, available through Costcos Member Prescription Program, is intended to reach patients who face steep out-of-pocket costs due to lack of insurance coverage or high co-pays. This discount places the drugs at roughly half or less of their customary retail prices, which can run close to $1,000 for Ozempic and $1,350 or more for Wegovy.

Novo Nordisks decision reflects growing pressure on the pricing and accessibility of GLP-1 (glucagon-like peptide-1) medications, which have seen soaring demand amid the obesity epidemic in the U.S. But the high costs have limited adoption, especially for patients whose insurance plans do not cover obesity drugs, prompting some to turn to compounded alternatives with uncertain safety profiles.

Novo Nordisk said that offering the drugs at Costco helps meet people where they already shop and reinforces access to authentic, FDA-approved medicines rather than unvetted substitutes.

Motives behind the move

In recent months, Novo Nordisk has rolled out similar discount programs through its own NovoCare direct-to-consumer pharmacy and via partnerships with retailers like CVS and Walmart.

An additional motivation behind the move is regulatory and legal pressure to rein in compounders that were allowed to produce generic versions of semaglutide, the active ingredient in Ozempic and Wegovy, during past drug shortages. As oversight tightens, branded producers are taking steps to ensure patients continue using approved formulations.

We want to make sure we offer the real, authentic Wegovy and Ozempic where patients seek care, David Moore, president of Novo Nordisk U.S., told NBC News. We know that Costco is a trusted brand.

To qualify for the discounted price at Costco pharmacies:

• Patients must have a valid prescription for Ozempic or Wegovy.

• They must be a Costco member enrolled in the Costco Member Prescription Program.

• The discount is for out-of-pocket (cash-pay) patients; whether and how much insured patients benefit depends on their individual insurance or pharmacy benefit plan.

While the $499 price is a meaningful reduction, it may still be out of reach for many Americans, particularly those with lower incomes.

Sweeping risks to housing, food, finance, and data privacy, experts warn

Federal government shuts down after budget impasse

Consumer advocates warn of sweeping risks to housing, food, finance, and data privacy

Essential services continue, but ripple effects may hit household budgets quickly

The federal government shutdown is stretching into its second week and consumer advocates say the consequences are being felt far beyond Washington.In a recent statement, the Consumer Federation of America (CFA) outlined how the shutdown threatens to disrupt key protections in housing, food safety, financial regulation, and consumer privacy. CFA leaders warned that with agencies hamstrung and workers furloughed, ordinary Americans are being left vulnerable at a time of widespread affordability struggles.

Housing disruption looms

Sharon Cornelissen, CFAs director of housing, said the shutdown would further paralyze HUD and halt the limited fair housing work still underway. She warned that thousands of home closings could stall, particularly in flood-prone regions, because the National Flood Insurance Program can no longer issue or renew policies.

Broad, affordable, and fair access to housing is impossible without a well-functioning government, Cornelissen said. But this administration has done nothing but undermine essential housing programs and protections.

Consumer protection sidelined

CFA experts also highlighted the toll on agencies that shield families from financial harm. Erin Witte, director of consumer protection, called the shutdown a continuation of the relentless assault on consumer protection, citing a freeze on oversight of predatory lending and abusive fees.

Adam Rust, director of financial services, said sidelining the Consumer Financial Protection Bureau (CFPB) gives rulebreakers free rein to exploit consumers. When the government closes its doors, fraudsters stay open for business, he said.

Investor and privacy safeguards weakened

Investor protections may also be at risk. Corey Frayer, director of investor protection, warned that SEC enforcement has been eroded, leaving markets more exposed.

Meanwhile, CFAs AI and data privacy lead, Ben Winters, said a weakened Federal Trade Commission and CFPB leaves people with even less power and less hope of a fair marketplace, particularly against online , data brokers, and tech platforms that resist moderation.

Food safety inspections cut back

Food safety is another area of concern. Thomas Gremillion, CFAs food policy director, noted that while USDA inspectors will keep working, many may go unpaid. At the Food and Drug Administration, routine inspections are suspended, leaving only a skeleton crew to investigate urgent cases. With the CDC also halting surveillance analysis of foodborne illnesses, officials could be slower to detect and respond to outbreaks.

This means authorities may be slower to solve a nationwide outbreak like the Boars Head Listeria case last year, which killed 10 people, Gremillion said.

Data gaps and financial stress

The shutdown has also halted operations at the Bureau of Labor Statistics, cutting off the publication of key inflation data. Ethan Weiland, CFA research associate, warned that now is not the time to be flying blind when millions are already struggling with rising costs.

CFAs Michael DeLong emphasized the risk to the 4.7 million Americans covered by federal flood insurance, while Amy Miller of America Saves and Krystel Spell of Veteran Saves cautioned that delays in benefits, claims, and services could quickly disrupt household budgets and create financial stress.

Everyday impacts

While many essential services continue during a shutdown, everyday Americans can still feel the ripple effects in very real ways, Miller said. For families already stretched thin, even a short interruption could make it difficult to cover essentials like rent, utilities, or groceries.

Prevention tips: how consumers can protect themselves during the shutdown

• Double-check insurance coverage: If youre buying or selling a home, confirm whether flood insurance is affected before closing.

• Stay alert for : Fraudsters often prey on shutdown confusion. Be wary of unsolicited offers to speed up benefits or insurance renewals.

• Budget conservatively: Expect possible delays in claims, benefits, or paycheck processing. Keep extra cash on hand if possible.

• Track food recalls: With inspections reduced, monitor FDA and USDA recall notices closely for safety alerts.

• Monitor credit and bank accounts: With weakened oversight, watch for unusual charges or predatory lending offers.

What to do if youre directly affected

• If your housing transaction is delayed: Contact your lender immediately and ask about temporary solutions or extensions.

• If you rely on flood insurance: Check with your insurer about whether your policy is active or in limbo during the shutdown.

• If youre a veteran: Expect core benefits to continue, but anticipate delays in processing new disability claims or GI Bill stipends.

• If youre concerned about food safety: Avoid high-risk foods (deli meats, unpasteurized cheeses) and follow FDA/CDC alerts closely.

• If youre on a tight budget: Prioritize essentials like rent, groceries, and utilities until benefit timelines are clearer.