"Consumers are becoming increasingly savvy, and while tight purse strings and people shopping around for the best price are leading to a decline in brand loyalty overall, the usage of loyalty programs is on the up.”

Zsuzsa Kecsmar, co-founder and chief strategy officer at Antavo, commented on findings from an Antavo report, Global Customer Loyalty Report 2025, that also showed that when it comes to loyalty programs, rewards members want more ways to earn rewards and more ways to redeem rewards.