Involvement in a brand leads to loyalty. Consumers want to be heard and they want to participate: from a one-time post on social media to an active, ongoing role, for instance through co-creation, crowdsourcing and customer panels. But to many companies, creating involvement like this continues to be a great challenge. How do you build customer engagement? As Gary Vaynerchuk says: from heart to brain to wallet. It begins with the wallet: A study by Strativity found that there is a clear link between customer loyalty and regular purchases. Eighty-seven percent of consumers who make everyday purchases feel loyalty towards that brand. For consumers who purchase something weekly, this is 64 percent, and 49 percent for consumers who purchase monthly. But of course, engagement entails activities beyond purchase.