The term “brand slut” is an expression of Anglo-Saxon origin that emerged in the late 2000s in the jargon of advertising professionals in the United States. It is now used to describe a consumer who is not loyal to any particular brand. This term uses the word “slut,” meaning “prostitute” or “whore,” to describe these individuals who switch from one brand to another without any attachment and for whom loyalty strategies prove ineffective.

Brand sluts are criticized by marketers who accuse them of not recognizing the efforts made to attract them. However, these consumers are actually savvy shoppers, as they are not influenced or manipulated by brands in their purchasing decisions. Ultimately, their behavior demonstrates that they are capable of making informed decisions independently of the marketing strategies presented to them.