What’s loy­alty got to do with it?


‘Ithink I’m go­ing to give up be­ing loyal for 2019, be­cause I’ve de­cided it’s not worth it any more. It used to be seen as a val­ued and no­ble trait but, these days, loy­alty is of­ten mis­placed, mis­un­der­stood or abused. It’s be­come one of those words that’s so overused it’s lost its real mean­ing.

For a start, util­ity com­pa­nies. To them, be­cause I’m too lazy to go com­pare or change, I am told I’m a “loyal” cus­tomer. But in re­al­ity, I’m just a mug!

What do I get for be­ing “loyal”? Noth­ing but mas­sive price rises and a mouldy old car­rot in the form of a promise that my bills will go up this year by only eight mil­lion per cent! Mean­while, new cus­tomers get all the great deals and dis­counts.

Air­lines are the same. They want you to al­ways fly with them, so lure you in with mem­ber­ship of their “loy­alty” clubs – then re­ward you with im­pos­si­bleto-spend, point­less points. Shops and su­per­mar­kets do it, too, with their “loy­alty cards”, which have noth­ing what­so­ever to do with loy­alty and every­thing to do with mon­i­tor­ing, track­ing and mar­ket­ing. Politi­cians are the worst. They don’t know the mean­ing of the word, and use it as a way of jus­ti­fy­ing their own self­in­ter­est. They may pur­port to be “loyal” to their leader, con­stituents and coun­try, but it’s all rub­bish. So, I’ll stay loyal to my friends and fam­ily, but the rest of them can go do one!’


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