Marketing

Consumers want transparency with loyalty programs

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August 8, 2025

Consumer loyalty is at a crossroads, according to a research report from Kobie, and consumers want more transparency on a loyalty program's benefits.

Those are key findings from Kobie's annual global study, "Heart of Loyalty Consumer Research Report," that polled 5,000 consumers across the U.S., U.K. and Canada.

The research revealed a noticeable shift in consumer behavior, and that consumers demand transparent, meaningful value in exchange for their time, personal information and engagement, according to a press release on the findings.

Well more than half, 67%, of consumers said that when they can see exactly how much they've saved through loyalty programs, they immediately recognize the program's value and 61% want the ability to gift points to others

"Consumers are sophisticated evaluators of value, especially in an uncertain economic climate where every purchase decision carries more weight," J.R. Slubowski, associate VP, strategic consulting at Kobie and report leader, said in the release. "When brands can demonstrate genuine value and build trust through transparency, they provide the stability and savings that consumers desperately need."

The research was conducted independently by Kobie's Research Center of Excellence.