The report explores expected changes in consumer loyalty, providing comprehensive insights to help marketing and loyalty professionals plan effective strategies. Based on a global consumer survey conducted in November 2024 across 15 countries with 3,000 consumers, it explores how personalisation, sustainability, and digital innovation are shaping loyalty programs worldwide and delves into regional and generational trends, communication preferences, and key factors influencing program adoption.
GLOAs businesses prepare for the evolving landscape of customer loyalty in 2025, the intersection of personalization, sustainability, and technology is reshaping consumer expectations. The Customer Loyalty Predictions 2025 report, based on a global survey spanning 15 countries and 3,000 consumers, unveils trends that will define the future of loyalty programs.
Customer Loyalty Predictions 2025 and Beyond: AI, Privacy, and Sustainability explores the expected changes in consumer loyalty, providing comprehensive insights to help marketing and loyalty professionals plan effective strategies. Based on a global consumer survey conducted in November 2024 across 15 countries with 3,000 consumers, it explores how personalization, sustainability, and digital innovation are shaping loyalty programs worldwide. The report delves into regional and generational trends, communication preferences, and key factors influencing program adoption while addressing consumer concerns about data privacy and transparency.
GLO / Comarch Survey covered over 3000 consumers accross 15 countries and 4 continents in November 2024.
Dilek Glenister, Co-founder of Global Loyalty Organisation highlights: “Supermarkets and food retail dominate global loyalty program participation, with 32% of consumers engaging in these essential categories. Meanwhile, travel-related sectors, like airlines and hotels, offer aspirational rewards, creating a unique ecosystem for synergies and partnerships.”
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Source: Comarch / GLO
Key Themes for 2025:
- Simplicity Drives Adoption: Complex sign-up processes and clunky apps deter program participation. Streamlining these touchpoints will be crucial for engagement.
- Everyday Rewards Dominate: Supermarkets and food retail lead loyalty engagement globally, with most consumers earning and redeeming points for everyday necessities like groceries.
- Sustainability Matters: Over half of respondents are drawn to brands with eco-friendly initiatives, emphasizing the role of sustainability in fostering loyalty.
- Personalization Reigns Supreme: Tailored rewards and instant gratification are top motivators, with consumers expecting digital solutions like mobile wallet integrations and AI-driven customization.
Practicality, Simplicity, and Sustainability: Key Drivers of Loyalty Programs:
Supermarkets and food retail continue to dominate loyalty programs globally, with 32% of respondents actively engaging due to their practicality and frequency of interaction. These programs thrive on delivering tangible value, as discounts (36%) and cashback (35%) remain the leading motivators for membership, far outpacing emotional or aspirational rewards. However, barriers such as complicated sign-up processes (32%) and inconvenient apps (28%) deter participation, highlighting the need for simplicity and accessibility. Quality (68%) and price (58%) also drive purchasing decisions, with over half of consumers (51%) favoring brands that incorporate eco-friendly practices. When it comes to redemption, the preference for practicality persists, with 28% of loyalty points being redeemed for food shopping and 21% for online purchases. This blend of everyday convenience and sustainable initiatives positions loyalty programs as a vital tool for fostering long-term customer relationships.
Dilek Glenister, Co-founder of Global Loyalty Organisation highlights: “The Survey supports previous Global Loyalty Organisation research that across the globe supermarkets and food retail dominate global loyalty program participation. 32% of consumers engage in these essential, everyday categories. Meanwhile, travelrelated sectors—airlines and hotels—follow as strong contenders, driven by their ability to cater to frequent travelers and offer high-value rewards. This balance highlights the universal appeal of convenience and aspirational rewards and creates a unique ecosystem for synergies and loyalty partnerships.”
Technology and Sustainability are key driving factors for 2025 and beyond:
Łukasz Dubiel, Loyalty Solutions Consulting Director at Comarch on Sustainability and Technology: “Sustainable loyalty can have a positive impact when customers engage with eco-friendly features in loyalty programs. For example, customers could redeem points to plant trees or donate to eco foundations. Leveraging AI and smart systems helps brands align loyalty initiatives with both customer expectations and environmental goals.”
Sustainability has emerged as a critical driver of consumer loyalty, with 59% of respondents considering it an important factor when deciding where to shop. Interest in eco-friendly loyalty programs is even higher, with 78% expressing enthusiasm for initiatives that incorporate green practices. Reducing plastic waste ranks as the top sustainability priority, followed closely by renewable energy and recycling efforts. Consumers are increasingly willing to pay a premium for sustainability, with some ready to spend up to 53% more for eco-friendly products. Loyalty programs that integrate sustainability—such as eco-point multipliers, green partnerships, and carbon offset initiatives—resonate strongly with consumers, with 61% valuing these features. Additionally, 52% of respondents are more likely to stay loyal to brands that champion sustainability, and 12% are prepared to switch to more environmentally conscious options. By embedding sustainability into their loyalty strategies, brands can foster deeper connections and align with the values of the modern consumer.
Personalisation, Transparency, and Trust: The Foundations of Modern Loyalty Programs
In the era of data-driven engagement, personalization has become a cornerstone of effective loyalty programs, with 65% of global consumers expressing a preference for tailored offers. This trend is especially pronounced in markets like the UAE and Brazil, where expectations are even higher. Dynamic pricing, a growing strategy, is also gaining traction, with nearly 70% of respondents viewing it favorably—provided transparency is prioritized. Trust is a critical factor in this landscape, as 43% of consumers are willing to share personal data in exchange for rewards, but only when transparency and fairness are assured. Transparency remains a key trust builder, with 26% of consumers agreeing to share data only if they are confident it won’t be sold to third parties. Despite this, privacy concerns persist, as 36% of respondents fear their data might be sold, while 21% are uneasy about companies learning “too much.” Balancing personalization with transparency and addressing privacy concerns are essential for building trust and fostering long-term customer loyalty.
Anastasia Levashova, PhD, Co-founder of Global Loyalty Organisation commented on preferred communication channels: “The clear preference globally for email and phone calls as communication channels highlights the importance of combining convenience with personalized interaction. Regional customization is key to meeting diverse customer expectations effectively.”
Source: Comarch / GLO
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