In a perfect example of Passive Loyalty (a 2017 trend from Non-Obvious), this article on discusses how to break up with your bank. While changing banks is notoriously inconvenient, the author of the piece was inspired to do so because of ethical differences with his bank (Wells Fargo) and its support of the Dakota pipeline. This consumer empowerment and the desire to do business with brands that align with our beliefs is among one of the most disruptive elements of the millennial mindset, and one that will likely lead more brands to rethink what loyalty means and how to better earn it.
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