Collinson on... The Power of Purpose in Loyalty - summarised here for you, but you can read the full article here: https://lnkd.in/eP_AaxP4
This article discusses a recent consumer and business research conducted by us here at Collinson, on the popularity of environmentally friendly loyalty rewards. Despite expectations, only 8% of consumers expressed a desire for more sustainability-oriented loyalty rewards in the next five years. The majority, 89%, preferred more discounts, while 85% wanted more miles or points.
The article emphasises the need to interpret research findings carefully, noting that what people say may differ from their actual behaviour. It suggests that green rewards should be part of a loyalty program but not the sole focus. The research shows that sustainability-related rewards are currently in modest use compared to other types of rewards.
However, the article highlights the importance of considering the broader context. Consumers are becoming increasingly eco-conscious and ethical in their choices. Brands that align with the right purpose and values are more likely to attract and retain loyal customers. We use the example of Patagonia, where the brand's environmental activism and authenticity have made it the USA's most loved brand.
While consumers may not explicitly ask for green rewards, they seek brands with purpose and integrity. Here we suggest that loyalty marketers should align loyalty initiatives closely with the brand to create true brand loyalty, emphasising the importance of connecting brand values with loyalty offers.
