Marketing

Loyalty programs gain in popularity but brands need to do more

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August 6, 2025

Consumer loyalty programs are more popular than ever but not all brands are delivering on expected experiences.

That's a top finding from The Bond Loyalty Report 2025 conducted in partnership with Visa, according to a press release.

The report, now in its 15th year, revealed consumers are participating in 17.4 loyalty program on average and members continue to have record high positive attitudes toward programs overall. Yet there are year over year declines in overall satisfaction with just 48% of Americans and 32% of Canadians reporting they are "very satisfied" with their loyalty program.

"Customers are now putting an enhanced focus on the importance of experience value and for the first time in a long time a decline in the importance in financial value — they want access and to feel special," Maegan O'Neill, VP of strategy and insights at Bond, said in the release.