I am disturbed by corporate misuse of the word. Loyalty is not about saving 20 cents on a packet of rice. Loyalty is about standing firm by the people, institutions, and ideas to which you have committed. Loyalty is acting in good faith to serve and protect that which deeply matters to you. Loyalty is giving your word and sticking to it -- not surrendering your values when the going gets rough or when you think you see a better deal somewhere else.
If we are to maintain our integrity, loyalty must be central to our meaningful relationships -- with our loved ones, with our God, with our country, and with the principles and ideals we hold dear. Though big money interests would like us to think otherwise, this sentiment does not, and should not extend to gas stations, soda brands, and supermarkets.