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Survey: Millennials most likely to disregard loyalty programs

November 22, 2016

Millennials aren't too trusting of loyalty programs, with 29 percent more likely than other generations to believe the programs are rigged.

Overall, however, 59 percent of U.S. consumers polled don't believe the programs are rigged, according to a nationwide survey from Colloquy.

"In an atmosphere where venerable institutions are being questioned, it should be reassuring to marketers that nearly 60 percent of consumers believe in their programs, and that consumers identified smart shoppers as the chief beneficiaries," Colloquy Editor-in-Chief Jeff Berry said in a press release. "At the same time, the survey should remind brands that rewards must be relevant, easy to earn and redeem, and that they must uphold the value exchange."