New SAP Emarsys research show U.S. brands are winning loyalty while other global markets struggle, underscoring the business imperative for adaptive, AI-driven strategies 

Las Vegas, October 7, 2025 – While customer loyalty has dropped globally for the first time, the United States is bucking the trend. According to the SAP Emarsys Customer Loyalty Index (CLI), True Loyalty, defined as customers who return without incentives, rose four points year-over-year to 73% in the U.S. as global loyalty fell five points. 

The research underscores a critical shift: brands that adapt quickly and embed loyalty at the core of their business can thrive even in volatile markets. 

“Loyalty is a business growth strategy, not just a program” said Sara Richter, Chief Marketing Officer at SAP Emarsys. “The U.S. proves that brands who use AI, personalization, and connected systems to act in real time can build trust and outperform competitors.” 

Consumer and Business Loyalty Converge 

The fifth edition of the CLI and the inaugural SAP Emarsys Business Loyalty Index (BLI) reveal a shared challenge: loyalty is no longer static.  

For consumers, social media drives purchases but not lasting loyalty. One in five (20%) Americans have bought trending products on social media, but 30% admit they quickly lose interest in these trending products. More than a third (36%) of Gen Zers trust TikTok and other social media trends more than ads, websites or brand reviews. 

Loyalty is equally fragile in B2B. 70% have switched from previously trusted suppliers due to cost, while only 25% say they’re prepared to respond to sudden market changes. This new reality reveals Adaptive Loyalty, where responsiveness, reliability and resilience against unexpected market forces such as tariffs or new regulations matter as much as price. 

The Business Imperative 

According to Bain & Company, a 5% increase in customer retention can drive profit growth of 25–95%, making loyalty a significant lever for business performance.  

“Loyalty means giving customers a reason to repeat, expand and refer,” said Fred Reichheld, Bain Fellow, and creator of the Net Promoter Score. “Every interaction – whether with your brand, your people, or your systems – should deliver value that customers and partners would genuinely miss if it disappeared.” 

Molton Brown’s Loyalty Story 

Luxury beauty brand Molton Brown is already piloting this strategy. Behind the scenes, the brand uses SAP solutions to build a more connected customer view capturing online behavior, in-store interactions, and campaign responses. This enables boutique associates to offer personalized recommendations, while AI-driven insights power real-time engagement across channels. The result: a double-digit uplift in campaign conversions during key moments. 

Download the full Customer Loyalty Index and Business Loyalty Index to explore how loyalty is changing and what it means for your business.