The Value Ultimatum: New Research Shows Consumers Demanding More Than Ever from Brand Relationships

Global study of 5,000 consumers reveals transparent value exchange now critical to building lasting brand loyalty

Consumer loyalty, which has become increasingly elusive, is at a crossroads, according to new research from leading loyalty solutions provider, Kobie. Today's shoppers face uncertainty as economic volatility, cultural divisions, and rapidly evolving technologies reshape their relationship with brands. With heightened price sensitivity driving purchasing decisions and trust becoming more crucial than ever, consumers are redefining what loyalty means. The annual Heart of Loyalty Consumer Research Report, surveyed 5,000 consumers across the United States and, for the first time, Canada and the United Kingdom, uncovering critical insights into evolving consumer perceptions and expectations around brand loyalty.

The research reveals a noticeable shift in consumer behavior, with key insights showing that today's consumers demand transparent, meaningful value in exchange for their time, personal information, and engagement with their favorite brands. These heightened expectations make it more critical than ever for brands to ensure their loyalty programs can deliver exactly what their customers expect.

What consumers want from loyalty programs:

• Immediate value recognition: Transparency in savings creates powerful connections with brands. 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, transforming abstract benefits into concrete, meaningful returns.
• Flexibility and control: Consumers want autonomy over their loyalty benefits, with 61% wanting the ability to gift their points to others and more than half seeking options to redeem rewards with brands outside the original loyalty program itself. This desire for flexibility reflects consumers' need to maximize value on their own terms.
• Reward quality over quantity: Consumers are clear about wanting substantial value from their loyalty investments. 85% of respondents expressed a desire for better discounts, indicating that small percentage discounts, low-value freebies, or generic promotional offers are no longer sufficient to maintain engagement and that brands must deliver meaningful financial benefits.
• Surprise and delight: The element of unexpected value resonates strongly. 82% expressed interest in surprise earning opportunities, suggesting that brands that can deliver unexpected value will create more memorable and engaging loyalty experiences.
• Fair value exchange for providing personal data: Consumers are willing to provide valuable first-party data to brands via their loyalty programs, but with a few stipulations. First, the reason for the ask must be shared: 86% of consumers say it needs to be extremely obvious why they're being asked to share information before they'll provide it. Also, incentives help: 82% of consumers said they would share information with a brand without any incentive, but this jumps to 94% when brands offer reasonable value in return.

"Consumers are sophisticated evaluators of value, especially in an uncertain economic climate where every purchase decision carries more weight," said J.R. Slubowski, Associate VP, Strategic Consulting at Kobie and lead of the Heart of Loyalty Consumer Research Report. "Rising costs and economic pressures have made consumers more discerning than ever, which actually makes loyalty programs more critical. When brands can demonstrate genuine value and build trust through transparency, they provide the stability and savings that consumers desperately need. The most successful brands will be those that recognize this moment as an opportunity—consumers are actively seeking partners who can help them navigate financial uncertainty, and loyalty programs that deliver real, measurable value become essential tools for both retention and acquisition in challenging times.”

About The Heart of Loyalty Consumer Research Report

The study was conducted in early 2025 and included responses from 5,000 consumers across the United States, Canada, and the United Kingdom. Kobie’s consumer research is known in the industry for its academic rigor, designed to uncover evolving trends in consumer perceptions and expectations around brand loyalty in an increasingly competitive and price-sensitive marketplace. The study includes actionability for loyalty practitioners to optimize strategies yield higher program ROI. This research was conducted independently by Kobie’s Research Center of Excellence.

About Kobie

Kobie delivers market-leading, end-to-end loyalty solutions for the world’s most successful brands. With strategy-led technology, Kobie is consistently named an industry leader by Forrester with a mission of growing value through loyalty.

We turn complex customer data into actionable insights, leveraging human-guided AI and strategic services to enable loyalty outcomes across industries. Kobie Alchemy® Loyalty Cloud delivers and measures loyalty experiences that set brands apart. To learn more about partnering with Kobie and how we have been driving loyalty for more than three decades, visit www.kobie.com.

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"Consumers are sophisticated evaluators of value, especially in an uncertain economic climate where every purchase decision carries more weight."