Best practice: the changing face of loyalty

Key loyalty values and their drivers in the 1950s

Deference - A highly structured, conservative and traditional society, where everyone knew their place and authority attached itself to those at the top of the hierarchy.

Trust - The media did not seek constantly to expose scandals. Science and received opinion was stable and consistent, creating an air of authority and omniscience. The public was reluctant to question the views of those in authority.

Stability and continuity - Low levels of social mobility, a slow rate of change and limited choice all favour the status quo.

‘Voice and loyalty’ before ‘exit’ - People had the time to resolve problems. The prevailing culture dictated that when faced with a problem you either endured it stoically or solved it by talking. Exiting the relationship was a last resort.

Key loyalty values and their drivers today

Autonomy - Being in control and a free agent are paramount in this individualistic society; controls and constraints on freedom and flexibility are strongly resented.

Distrust and cynicism - An intrusive media always exposing the shortcomings of public figures and the tentative, uncertain and increasingly contradictory views of scientists, politicians and others in the public eye all undermine public confidence and trust in traditional authorities.

A spirit of experimentation and adventure - Greater choice, affluence, material satisfaction and self-confidence and extroversion release people from their inhibitions and lack of imagination.

The importance of being savvy - As traditional sources of status decline in importance and people’s identities are more created than given, how you spend your money becomes more important than how much you have.

‘Exit’ before ‘voice and loyalty’ - More choice, greater impatience, a tendency to become more quickly frustrated by second-best situations, time-poverty and declining standards of politeness all encourage people to give up on relationships rather than work at them.

Source: Bob Tyrrell: ‘A values model of loyalty,’ part of a paper prepared for O2 by the Global Future Forum