Key Findings
SAP Emarsys has spent the last five years tracking loyalty and empowering brands to stay ahead. This fifth edition of our Global Customer Loyalty Index uncovers what drives loyalty in 2025: the rise of generational differences, the emotional power of trending content, and the growing importance of relevance over recognition. ” Today, loyalty is increasingly about emotional engagement. You earn it by showing up with the right message at the right time in a way that feels real.
68 %
5 % decline in True Loyalty since 2024.
of consumers say they’re loyal to a brand, a return to pre-2022 levels.
of consumers say batch-and-blast marketing actively damages their loyalty. 23%
14%
When you get that right, loyalty becomes more than a transaction—it becomes a relationship.
of consumers are now classified as Trend Loyal.
Welcome to the Engagement Era.
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