Brands want your loyalty. People deserve it more.

Loyalty is a real resource and companies spend a lot to get yours. Wearing the shirt, defending the team online, taking the sting of a bad review personally, all of it is loyalty aimed at something that cannot return it. A brand cannot sit with you in a waiting room. People can, and the supply of loyalty you have is not unlimited.

Notice where yours is actually going this week. If you would defend a company more readily than a friend who got left out, that is worth moving. Spend the same energy on one person instead and see how differently it comes back.