The document discusses a study on consumer brand loyalty and defection in the consumer packaged goods industry. Some key findings include: 1) Over half of highly loyal consumers reduced loyalty or defected to other brands the following year, costing brands significantly. 2) On average, a third of a brand's highly loyal consumers defected to other category brands. 3) Precision marketing that engages at-risk consumers can help improve loyalty and retention. The study suggests brands must work to understand and prevent defections, especially of high-value consumers, in order to remain profitable.