Since 2020, SAP Emarsys has mapped consumers across five types of customer loyalty. In 2025, we’ve identified a new sixth type: Trend Loyalty. The Six Types of Customer Loyalty
True Loyalty This loyalty type is unwavering, unshake- able, and built on trust, love, and devotion to a brand—it is also known as the holy grail of customer loyalty. All brands aspire to achieve this level of loyalty. Incentivized Loyalty This type of loyalty is developed by offering customers cost-saving or value-adding incentives like discounts or rewards. Inherited Loyalty This loyalty is based on a brand’s tradi- tions or long-standing heritage, or can be built through associations with other brands.
Silent Loyalty This type of loyalty occurs when customers demonstrate loyalty to a brand they would not endorse or advocate for publicly.
Ethical Loyalty This loyalty occurs when a customer is loyal to a brand that aligns with their individual values or stance on strong social issues. Trend Loyalty (NEW) This type of loyalty is short-lived, opportunistic, and caused by social influence, viral appeal, or cultural momentum.
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