Loyalty is the invisible force and a powerful business advantage that leads to true, lasting business success

Loyalty shapes the brands we champion, the teams we build, and the communities we cherish. It fuels trust, identity and belonging – yet it’s one of the least understood elements of human behavior. Until now.

In Super Loyal, Dr. Martha Newson draws on her science-led research and corporate expertise to uncover the mechanisms and nuances of true, lasting loyalty. In a world in which AI is eroding brand trust, loyalty matters more than ever – this book offers the first blueprint for any leader, entrepreneur, or curious reader looking to cultivate true loyalty, whether they are starting a business, building a brand or leading a community.

 

Dr Martha Newson is Associate Professor of Psychology at the University of Greenwich, London, and Leader of the Changing Lives Lab Group at the University of Oxford. An internationally recognized expert on belonging and loyalty, she has worked with clients including the Premier League, Guinness, BP and Sky, and has advised on identity and group behavior in settings as diverse as British prisons, global charities, and Number 10 Downing Street. Martha is known for her engaging, thought-provoking talks delivered to audiences around the world. Her research and interviews have been covered by outlets including The Times, Guardian, the Independent, New York Post, The Telegraph and the Freakonomics podcast. She lives in a log cabin on the coast in Kent.