2025 Consumer Insights: The New Rules of Loyalty Programs

Loyalty programs are everywhere—from retail to travel to quick service restaurants—and they’ve become a key tool for brands to retain customers and drive repeat business.

But not all loyalty programs are successful. In fact, 54% of loyalty memberships are inactive. 

This report explores the evolving relationship between consumers and loyalty programs. The findings offer clear guidance for brands looking to build loyalty that lasts.