The finding: Brand loyalty is waning, with 74% of shoppers switching brands in the past year, per a new Salesforce report.

• Younger consumers are particularly prone to switching, as 81% of Gen Zers and millennials changed brands in the past year—significantly more than Gen X (74%) and baby boomers (63%).
• High prices are the primary factor behind this shift, cited by 66% of respondents, well ahead of the second-largest issue, poor customer service (43%).