Consumer Behavior
Majority of consumers will join loyalty program with an active community
November 13, 2025
A good majority, 70%, of consumers are more likely to join a loyalty program that has an active community and 71% consider engagement with community members to be important.
Those are top findings from a Gale loyalty program report, "From Transaction to Connection: The Future of Loyalty Programs." Data included a survey of 1,000 U.S. consumers, according to a press release. Gale is a business agency.
"People might join loyalty programs for the points and perks, but if that's all you're offering, you're leaving a lot on the table. The real magic happens when a program builds community, sparks real connections and gives members a say in shaping the experience. That's what actually drives people to join, stick around, and stay engaged," Jason McCann, managing director, creative at Gale, said in the release. "The survey also showed a real affinity among Gen Z, millennials, and men regarding their views on brand loyalty programs, especially in a desire for community."
