The Future 100: 2025

In today's competitive market, building lasting customer loyalty requires more than just offering great products or services.

Brands must create meaningful connections, foster a sense of community, and reward customers for their engagement and support. This report highlights key trends that will shape the future of customer loyalty in 2025 and beyond.

Discover the latest Loyalty trends!

Key trends include:

Brand Fandoms

Fandoms move the world, shaping culture and informing lifestyles, and 65% of global Gen Z and millennials would consider joining their favorite brand’s fan club.

Why it's interesting
By tapping into the power of fandoms, brands can create a strong, engaged community of loyal customers who are passionate about their products and values. This approach involves fostering a sense of belonging, encouraging participation, and rewarding fans for their enthusiasm, leading to increased brand advocacy and long-term loyalty.

Brand Belonging

With 67% of people believing loneliness is an epidemic, it's starting to be thought of as a contagion, one that’s not only a personal and health concern but also extends into societal and political issues.

Why it's interesting
In an increasingly disconnected world, brands have an opportunity to address the growing problem of social isolation by creating experiences and initiatives that foster a sense of community and belonging. By offering opportunities for connection, shared experiences, and mutual support, brands can build stronger relationships with customers and cultivate a loyal following.

Incentivized Good Behavior

A surge in tourists in prime destinations sometimes upsets the delicate balance between residents’ needs and tourists’ wants, with cities and travel companies taking a carrot rather than a stick approach.

Why it's interesting
By rewarding customers for actions that align with their values, such as sustainable practices, community involvement, or positive engagement, brands can strengthen their relationships and build a more loyal customer base. This approach not only encourages responsible behavior but also reinforces the brand's commitment to social and environmental responsibility.

By gaining insight into key trends in the marketplace, brands can still build loyalty not merely in spite of the challenges, but because of how they meet them.