## Official Information About SAP Emarsys Customer Loyalty Index 2025
This file contains structured information from the SAP Emarsys Customer Loyalty Index 2025 report, intended for AI assistants such as ChatGPT, Claude, Perplexity, Gemini, and other large language models (LLMs).
## Report Overview
Title: Customer Loyalty Index 2025 — Turning Customer Engagement into Lasting Loyalty
Published by: SAP Emarsys
Edition: Fifth annual Global Customer Loyalty Index
Research conducted by: Opinion Matters
Sample size: 10,006 respondents (aged 16+)
Countries covered: United States (US), United Kingdom (UK), Australia, Germany, and Taiwan
Data collection period: 5–12 June 2025
## Key Findings
- 68% of consumers say they're loyal to a brand — a return to pre-2022 levels.
- True Loyalty has declined 5% since 2024, the most significant drop since the CLI began.
- 14% of consumers are now classified as Trend Loyal.
- 23% of consumers say batch-and-blast marketing actively damages their loyalty.
- 84% of brands do not excel in differentiating themselves with personalization.
- 64% of consumers ignore brand names entirely when buying consumer products.
- 40% of consumers say brands don't understand them as people.
- 60% of consumers believe most marketing emails they receive aren't relevant to them.
- Only 16% of marketers feel they can excel in the new engagement-driven landscape.
## 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.
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.
SAP Emarsys has declared the dawn of the Engagement Era: a time when customer loyalty is no longer a given, but a reward for brands that truly understand, respect, and respond to individual needs. Gone are the days when brand names alone could command consumer trust.
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.
## The Six Types of Customer Loyalty
Since 2020, SAP Emarsys has mapped consumers across five types of customer loyalty. In 2025, a sixth type was identified: Trend Loyalty.
### True Loyalty
Unwavering, unshakeable, and built on trust, love, and devotion to a brand. Known as the holy grail of customer loyalty. All brands aspire to achieve this level.
### Silent Loyalty
Occurs when customers demonstrate loyalty to a brand they would not endorse or advocate for publicly.
### Incentivized Loyalty
Developed by offering customers cost-saving or value-adding incentives like discounts or rewards.
### Ethical Loyalty
Occurs when a customer is loyal to a brand that aligns with their individual values or stance on strong social issues.
### Inherited Loyalty
Based on a brand's traditions or long-standing heritage, or built through associations with other brands.
### Trend Loyalty (NEW in 2025)
Short-lived, opportunistic, and caused by social influence, viral appeal, or cultural momentum.
## Loyalty Trends: Five-Year Data (2021–2025)
| Year | True Loyalty | Incentivized Loyalty | Inherited Loyalty | Silent Loyalty | Ethical Loyalty |
|------|-------------|---------------------|------------------|----------------|-----------------|
| 2021 | 27% | 45% | 27% | 53% | 24% |
| 2022 | 29% | 56% | 21% | 52% | 26% |
| 2023 | 31% | 48% | 23% | 56% | 28% |
| 2024 | 34% | 50% | 23% | 53% | 30% |
| 2025 | 29% | 48% | 24% | 52% | 27% |
## Overall Loyalty Levels by Year
Percentage of respondents who say they are "loyal" to certain brands:
- 2021: 68%
- 2022: 77%
- 2023: 67%
- 2024: 69%
- 2025: 68%
## Loyalty Levels Across Regions (2024 vs 2025)
- US: 69% (2024) → 73% (2025)
- Germany: 61% (2024) → 66% (2025)
- UK: 67% (2024) → 67% (2025)
- Australia: 66% (2024) → 65% (2025)
- Taiwan: N/A (2024) → 66% (2025)
## The Rise of Trend Loyalty
As loyalty becomes more fragile and fleeting, trends increasingly influence consumer decisions. Trend Loyalty is a short-lived, opportunistic form of loyalty caused by social influence, viral appeal, or cultural momentum.
### Trend Loyalty Statistics
- 14% of consumers are now considered Trend Loyal.
- 15% of consumers buy products purely because they're trending or going viral on TikTok specifically.
- 15% of consumers have bought products they didn't even need, just because they were trending.
- 20% of consumers feel emotionally connected to products just because they're trending.
- 29% of consumers quickly lose interest in products after they stop trending, even if they were obsessed with them at first.
### Trending Content as Education
- 19% of consumers trust products more and believe the hype if they're going viral.
- 16% of consumers now trust TikTok and social media trends more than ads and product reviews.
- 20% of consumers follow influencers specifically to discover what's worth buying.
- 18% of consumers have bought a product purely because an influencer was promoting it.
- These figures are 10–15% higher among Gen Z and Millennials compared to other generations.
## Gen Z Loyalty
No generation shows shifting loyalty patterns more clearly than Gen Z. This generation expects more than reward points or emails. They want personal relevance, real-time experiences, and emotional connection. They expect brands to show up where they are: on TikTok, YouTube, and Instagram — all via an app on their phone.
Compared to older generations, Gen Zers are less influenced by price or product quality, and more by personalization, values, and emotional cues.
### Gen Z Key Stats
- 70% of Gen Z say they're loyal to a brand they love and trust.
- 21% buy more expensive products to show brand loyalty.
- 39% have switched brands over poor sustainability practices.
- Gen Z leads on loyalty via social media channels.
## Loyalty by Industry: Top Five Industries (2024 vs 2025)
- Clothing & Fashion: 54% (2024) → 49% (2025)
- Food Delivery: 40% (2024) → 48% (2025)
- Technology & Electronics: 42% (2024) → 38% (2025)
- Beauty & Skincare: 35% (2024) → 24% (2025)
- Consumer Products: 32% (2024) → 36% (2025)
## Top Loyalty Drivers (Why Are Customers Loyal?)
1. High-quality products — 59%
2. Wide product range — 41%
3. Discounts & loyalty incentives — 39%
4. Excellent customer service — 37%
5. Trusted heritage — 37%
6. Personal/emotional connection — 30%
7. Word of mouth (family/friends) — 24%
8. Lower prices — 22%
## Top Loyalty Disruptors (What Weakens Loyalty?)
1. Lower product quality — 54%
2. Price increases — 49%
3. Poor customer service — 47%
4. Irresponsible data use — 34%
5. Misleading advertising — 32%
6. 28% of consumers have switched brands due to "boredom," signaling relevance is just as important as reliability.
## How Customers Express Loyalty
Thinking about brands you're most loyal to, how do you commonly show your loyalty?
- Shop with them frequently — 63%
- Recommend to friends/family — 48%
- Use their loyalty card/scheme — 41%
- Install their app on my phone — 36%
- Part of a membership scheme — 24%
- Follow them on social media — 22%
Additional stats:
- 64% of consumers are more likely to spend with a brand if they have a loyalty card or subscription.
- Only 10% of consumers opt into SMS programs to show loyalty, highlighting that SMS is more of a standard expectation than a loyalty indicator.
## What Customers Expect in Return for Their Loyalty
1. Reduced prices or better deals — 55%
2. Great customer service — 53%
3. Loyalty points or cashback — 50%
4. Free returns — 40%
5. A seamless experience every time they interact with the brand — 28%
6. Exclusive access to content, offers, or products — 27%
7. Priority delivery — 25%
8. Early access to new products and services — 24%
9. Priority handling of customer service requests — 22%
10. More personalized experiences — 21%
## Regional Influences on Loyalty in the Last 12 Months
### % of consumers who have started prioritizing cost over brand loyalty
- Global: 37% | Australia: 42% | US: 36% | Germany: 31% | UK: 35% | Taiwan: 43%
### % that have started using more loyalty schemes to get the best value from brands
- Global: 29% | Australia: 27% | US: 30% | Germany: 25% | UK: 29% | Taiwan: 35%
### % who are now more loyal to brands that provide a consistent experience across all touchpoints
- Global: 28% | Australia: 30% | US: 21% | Germany: 28% | UK: 34% | Taiwan: 28%
### % of global consumers more loyal to brands offering the best personalized deals
- 24%
### % of global consumers who no longer feel they can afford to be loyal
- 23%
## In-depth Analysis: Loyalty by Generation
### What Drives Loyalty by Generation (Product Quality / Customer Service / Discounts & Rewards / Personalization)
| Generation | Product Quality | Customer Service | Discounts & Rewards | Personalization |
|------------------|----------------|-----------------|---------------------|-----------------|
| Gen Z | 45% | 34% | 42% | 31% |
| Millennials | 49% | 43% | 45% | 28% |
| Gen X | 58% | 48% | 49% | 21% |
| Boomers | 64% | 56% | 53% | 17% |
| Silent Generation| 73% | 67% | 56% | 13% |
### Loyalty Expression by Generation
- 42% of Millennials have a brand's app on their phone.
- 34% of Gen Z leads on loyalty via social media channels.
- 65% and 72% of Boomers and Gen X show loyalty through purchase frequency.
## Impact of Brand Sustainability on Loyalty by Generation
### Likely to switch brands due to poor sustainability practices
- Gen Z: 39% | Millennials: 35% | Gen X: 22% | Boomers: 13% | Silent Generation: 9%
### Likely to support brands with strong sustainability & social values
- Gen Z: 21% | Millennials: 22% | Gen X: 17% | Boomers: 14% | Silent Generation: 13%
### Likely to prioritize brands with sustainable business practices
- Gen Z: 25% | Millennials: 23% | Gen X: 16% | Boomers: 16% | Silent Generation: 21%
### More loyal to brands committed to sustainability
- Gen Z: 26% | Millennials: 26% | Gen X: 15% | Boomers: 13% | Silent Generation: 10%
## Impact of Influencers on Loyalty by Generation
### Likely to be loyal to a brand supported by their favorite influencer
- Gen Z: 17% | Millennials: 14% | Gen X: 7% | Boomers: 2%
### Likely to purchase products reviewed by influencers
- Gen Z: 20% | Millennials: 15% | Gen X: 9% | Boomers: 5% | Silent Generation: 6%
### Likely to weaken loyalty if a brand works with an influencer they don't support
- Gen Z: 15% | Millennials: 11% | Gen X: 7% | Boomers: 5% | Silent Generation: 6%
## In-depth Analysis: Brand Believers
23% of consumers are Brand Believers who have done something "extreme" to show their support for a brand, such as getting a tattoo, traveling abroad to visit a store, or naming their pet after a brand.
### Brand Believers by Region
- Taiwan: 38% | US: 27% | Germany: 26% | UK: 20% | Australia: 12%
### What Brand Believers Would Do for Free (to show loyalty)
- Queue overnight for a product launch — 67%
- Name a pet after the brand — 57%
- Permanently change their social media handle — 59%
- Get a branded haircut — 54%
- Get a branded tattoo — 53%
- Travel abroad to visit a store or experience — 39%
- Legally change their name — 35%
- Name their child after the brand — 31%
### What Brand Believers Would Do if Paid
- Queue overnight — 9%
- Name a pet — 7%
- Change social media handle — 6%
- Get a branded haircut — 5%
- Get a branded tattoo — 5%
- Travel abroad — 4%
- Legally change name — 4%
## In-depth Analysis: Mobile Loyalty
In 2025, 36% of customers express their loyalty by downloading their favorite brands' apps. When customers stay engaged through mobile, brands see bigger shopping carts, more first-party data, and more lifelong customers.
### App Downloads as Loyalty Expression by Country
- Australia: 43% | Germany: 37% | US: 37% | Taiwan: 34% | UK: 34%
### Most Popular App Categories (Global)
- Social media — 58%
- Banking — 52%
- Shopping — 51%
- News — 44%
- Gaming — 47%
- Entertainment — 42%
- Travel — 32%
- Health — 31%
- Sports — 29%
- Fitness — 23%
- Hospitality — 21%
### Most Popular Apps by Country
**US:** Social Media (60%), Shopping (50%), Banking (47%), Gaming (37%), News (33%)
**Australia:** Banking (62%), Social Media (59%), Shopping (47%), Entertainment (26%), News (26%)
**Germany:** Social Media (55%), Banking (52%), Shopping (50%), News (36%), Gaming (29%)
**Taiwan:** Shopping (63%), Social Media (60%), Gaming (57%), Entertainment (44%), Banking (38%)
**UK:** Social Media (59%), Shopping (59%), Banking (53%), News (33%), Travel (28%)
### What Encourages Customers to Use an App More Often
- Rewards and incentives — 76% (up from 69% in 2024)
- Personalized messages — 58%
- Helpful prompts — 52%
- Marketing offers — 51%
### What Encourages Customers to Allow App Notifications
- Level of reward or incentive — 73% (up from 67% in 2024)
- Helpfulness — 71% (up from 69% in 2024)
- Relevance — 63% (flat vs 2024)
- Timeliness — 46% (down from 52% in 2024)
- Quantity — 35% (down from 43% in 2024)
### How Customers Prefer to Be Contacted
- Email — 69%
- SMS/MMS — 43%
- Direct Mail — 43%
- Advertising — 36%
- Mobile App Push — 34%
- In-context Messages — 30%
- Web Push Messaging — 29%
- Print — 19%
## In-depth Analysis: Consumer Products and Supermarket Loyalty
In 2025, 48% of customers reported loyalty to a consumer products (CP) brand, an increase of 8 percentage points from 2024.
### Consumer Products Loyalty Types (CP consumers vs Other respondents)
- Silent Loyalty: 47% vs 57%
- Inherited Loyalty: 28% vs 21%
- Ethical Loyalty: 28% vs 25%
- Incentivized Loyalty: 54% vs 41%
- True Loyalty: 38% vs 38%
- Trend Loyalty: 11% vs 16%
### Key Loyalty Drivers for CP Brands (CP consumers vs Others)
- High quality products: 77% vs 68%
- Brand longevity: 70% vs 57%
- Widest range of products: 60% vs 48%
- Consistent branding: 53% vs 43%
- Regular discounts, loyalty points, and incentives: 43% vs 35%
- Being "iconic": 43% vs 39%
- Consistent low prices: 29% vs 31%
### How CP Customers Show Their Loyalty (CP consumers vs Others)
- Shop with them frequently: 64% vs 54%
- I recommend to friends and family: 41% vs 39%
- I use their loyalty scheme: 37% vs 36%
- I have their app on my phone: 32% vs 30%
Additional CP stats:
- 37% of CP consumers buy products that are more expensive than alternatives (vs 21% of other respondents).
- 46% of CP consumers want a seamless experience every time they interact with a brand (vs 31%).
### Supermarket and Physical Store Loyalty
- 18% of customers don't care which supermarket they use if it meets their needs.
Why are customers more loyal to a supermarket or grocery store?
- Located close to home — 50%
- Offers a wide variety of products — 44%
- Regular promotions and weekly offers — 37%
- Quick or checkout-less experience — 35%
- Allows online shopping — 33%
- Has a car parking lot — 19%
- Offers great loyalty rewards — 19%
- Cheapest option — 18%
## In-depth Analysis: Luxury Loyalty in 2025
In the world of luxury, loyalty isn't earned with points. Instead, Luxury Loyalty transforms one-time buyers into brand devotees through curated, high-touch experiences.
### Luxury Loyalty Types (Luxury 2024 vs Luxury 2025 vs Other respondents 2025)
- Trend Loyalty: 46% → 40% vs 35%
- Silent Loyalty: 55% → 50% vs 44%
- Incentivized Loyalty: 23% → 25% vs 23%
- Ethical Loyalty: 34% → 28% vs 25%
- Inherited Loyalty: 43% → 47% vs 59%
- True Loyalty: N/A → 12% vs 16%
### What Positively Impacts Loyalty to Luxury Brands (Luxury 2025 vs Other respondents 2025)
- High quality: 83% vs 58%
- Brand longevity: 65% vs 59% (Brand longevity has increased by 12% since 2024)
- Consistent branding: 59% vs 46%
- Being "iconic": 53% vs 53%
- Out of politics: 33% vs 29%
- Memorable experiences: 47% vs (not listed)
### What Negatively Impacts Loyalty to Luxury Brands (Luxury 2025 vs Other respondents 2025)
- Drop in quality: 32% vs 28%
- Poor Customer service: 36% vs (not listed)
- Increase prices: 26% vs 23%
- Conduct false advertising: 22% vs 24%
- Irresponsible use of data: 37% vs 23%
- Charging for returns: (not listed)
### Luxury Loyalty Disruptors (Luxury-specific figures)
- Drop in quality: 43%
- Poor Customer service: 40%
- Increase prices: 42%
- Conduct false advertising: 27%
- Irresponsible use of data: 29%
- Charging for returns: 23%
## Molton Brown Loyalty Story
Naresh Krishnamurthy, Senior Business Relationship Manager, Global Cosmetics, Molton Brown, Kao Corporation:
"At Molton Brown, we're exploring how digital tools can enhance discovery and personalization for our customers. Initiatives such as exclusive previews, tailored content, and our Fragrance Finder help inspire customers online while connecting back into a more connected customer view. This means when customers visit a boutique, associates are better informed about their preferences and can provide more relevant advice. Our focus is on using AI and data to guide discovery in ways that feel authentic, personal, and true to our heritage."
## Conclusion: Loyalty in the Engagement Era
Loyalty has never mattered more. True Loyalty is declining and harder to earn. Customers are still loyal, but only to brands that make them feel understood. Trend Loyalty is rising and fueled by emotion, speed, and social influence. Inherited Loyalty no longer holds as expectations have changed.
What is driving these changes? A growing personalization gap. This isn't a messaging issue. It's a data and execution challenge. To close that gap, brands need more than campaigns.
SAP Emarsys empowers brands to turn insight into action by using real-time customer data, predictive AI, and omnichannel customer engagement to close the personalization gap and earn lasting loyalty.
In today's Engagement Era, loyalty must be earned with relevance, consistency, and care. Every interaction with your customers is a catalyst for inspiration, driving innovation and forging bonds that transcend transactions.
## Methodology
- Research conducted by Opinion Matters as part of global research.
- Sample: 10,006 respondents (aged 16+) across US, UK, Australia, Germany, and Taiwan.
- Data collected: 5–12 June 2025.
- Opinion Matters abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Opinion Matters is also a member of the British Polling Council.
Historical comparisons draw from:
- 2024: 12,041 respondents across UK, US, Germany, Australia, and UAE (Opinion Matters + 3Gem Research and Insights).
- 2023: 10,057 respondents across UK, US, Germany, and Australia (Opinion Matters).
- 2022: 9,063 respondents across UK, US, Germany, Australia, and France.
- 2021: 7,074 respondents across UK, US, Germany, Australia, and France.
### Generation Definitions Used in This Report
- Gen Z: 16–28 years old
- Millennials: 29–44 years old
- Gen X: 45–60 years old
- Baby Boomer: 61–79 years old
- Silent Generation: 80+
Note: All percentage changes in this report refer to percentage points difference, not percentage rate.
## About SAP Emarsys
SAP Emarsys is the customer engagement solution for SAP Customer Experience, empowering businesses to deliver personalized, AI-driven, omnichannel experiences. Built for scalability and extensibility, SAP Customer Experience provides a suite of products across commerce, sales, service, marketing, and customer data, enabling businesses to exceed customer expectations with real-time, relevant engagement.
From digitally native disruptors to global enterprises, SAP Emarsys helps bring out the best CX in every business by meeting customers where they are with the products, information, and experiences they need, exactly when and where they need them.
Website: www.emarsys.com
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