Malaysians are not ghosting brands. Brands are to be blamed.

Remember when brand loyalty was the thing?

You bought your Colgate, drank your Milo, pumped your petrol at Shell and stayed true like a loyal spouse.

Your mum used the same detergent for 20 years.

Your dad only trusted one tyre shop, rain or shine.

Now?

Welcome to the Tinderfication of Malaysian consumerism — where every brand is just one swipe (or scroll) away from being replaced.

Whether it’s Shopee, Lazada, TNG, or even your telco provider, Malaysians are jumping ship faster than you can say “voucher code.”

The question is: why?

And more painfully: are brands to blame?

1. Swipe Culture: Love at First Discount

Let’s get one thing straight: price still rules.

Malaysians are practical, savvy, and slightly obsessed with value.

Throw in free shipping, cashbacks, and an RM8 voucher?

You’ve got yourself a customer — for this transaction.

But will they come back?

Only if you give them another voucher.

It’s not loyalty.

It’s a situationship.

Consumers are no longer wooed by heritage or “Made Since 1954” claims.

They want speed, savings, and maybe a bit of TikTok sass.

If you can’t offer that, someone else will — by the next mega sale.

2. Blame It on the Brands

Before we shame consumers for being fickle, let’s look in the mirror.

Who trained them to behave this way?

It was the brands — dangling daily deals, shouting “Last Chance!” every other week, rewarding only new users and ignoring the loyal ones.

Like dating someone who only surprises you in the honeymoon phase, then ghosts you till the next birthday.

Loyalty died not because consumers changed but because brands stopped investing in relationships.

3. The Curse of 11.11 Fatigue

There was a time when 11.11 felt magical — a once-a-year shopathon of legendary discounts.

Now?

There’s 10.10, 9.9, 8.8, 7.7, 6.6, and somewhere out there… 2.2½.

Consumers are exhausted.

Their carts are full but their hearts are empty.

Everything feels urgent but nothing feels special anymore.

In this flood of sales, brand stories are drowned out by screaming discounts.

You can’t build loyalty on adrenaline and price cuts.

That’s not branding — that’s bribery.

4. Loyalty Programmes: Death by Boredom

“Collect 18 points and get 1 miserable coffee.”

Seriously?

Most loyalty programmes are designed like 1998 spreadsheets.

They’re clunky, slow, and feel more like a chore than a reward.

Consumers have to jump through flaming hoops to get a plastic pen or an expired voucher.

Meanwhile, brands still use the word “exclusive” while sending the same promotion to everyone in their database.

True loyalty isn’t earned with a stamp card.

It’s earned by making people feel seen — and treated better than a stranger who just walked in with a promo code.

5. How to Win Back the Malaysian Heart

The good news?

Loyalty isn’t dead.

It’s just been ghosted.

Here’s how brands can bring it back from the grave:

Start with trust, not tricks.
Say what you mean. Mean what you say. Malaysians value sincerity. If your brand story rings true, they’ll listen — and they’ll stay.
Reward the right people.
Stop obsessing over new customer acquisition. Give your regulars some real love. Birthday perks, early access, meaningful thank-you gestures. Show them they matter.
Humanise your brand.
Talk like a person, not a press release. Be present on the platforms where conversations happen — especially TikTok, WhatsApp, and wherever memes go viral.
Ditch the one-size-fits-all.
Segment your audience. Tailor your messaging. Make your customers feel like you get them. Because relevance is the new romance.
Stop the promo fatigue.
Pull back on the mindless discounts. Focus on value, experience, and storytelling. If every day is a sale, then no day is.