Introduction
Loyalty isn’t what it used to be. In 2025, even the most iconic brands are seeing loyalty slip through their fingers. Consumers still form strong attachments to the brands they love, but those bonds are more fragile, more fleeting, and more complex to earn than ever before. This year’s data tells a clear story. True Loyalty has declined for the first time in five years, dropping 5% from 2024. In its place, a new type of loyalty is gaining ground: Trend Loyalty—loud, fast, and emotionally charged, but short-lived. TikTok reviews, viral product drops, and fleeting online buzz drive Trend Loyalty. One day, you’re trending. Next, you’re forgotten. So, how do you build True Loyalty that lasts?
Sara Richter, CMO, SAP Emarsys
True Loyalty starts with connection. Consumers expect consistent, personalized, and emotionally resonant experiences across every channel and touchpoint. Today, loyalty is earned when brands use AI to empower personalization at scale. That’s not just the job of marketing. It’s a business- wide challenge that demands a connected customer strategy powered by real-time data from every corner and intelligent engagement.
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