Loyalty isn’t what it used to be. Gone are the days when points and discounts were enough to keep customers engaged. Today, loyalty is about building meaningful connections. At ActionRocket, we’re excited by the trends reshaping how brands build loyalty, especially for purpose-driven, tech-savvy audiences like Gen Z.

Recently, I was honoured to join our newest partner Antavo, an AI-powered customer loyalty platform, to help define the trends shaping loyalty in 2025. Antavo works with industry leaders to identify innovative strategies for enhancing customer experiences and driving deeper engagement. Together, we’re exploring the future of loyalty, and I’m thrilled to share some of those insights with you.

Loyalty that cares: the rise of sustainability

Loyalty programs that reward sustainable behaviour don’t just enhance customer lifetime value – they foster a sense of community. This approach resonates deeply with Gen Z, a generation defined by their commitment to causes they care about.

Did you know?

• 91% of Gen Z say they want to buy from sustainable companies, with 77% willing to pay more for such products and services. (PDI Technologies)

• 71% of British adults expect loyalty programs to promote sustainable causes and help people live in a way that’s kinder to the environment. (Mando-Connect, YouGov)

Brands like The North Face and Starbucks lead the way by embedding purpose into their rewards programs, setting the gold standard for authenticity.

The North Face's XPLR Pass program aligns closely with their outdoor and exploration ethos:

1. It offers members opportunities to field-test gear, reinforcing the brand's commitment to quality and outdoor adventure.

2. The program encourages exploration by rewarding customers for visiting iconic locations.

3. XPLR Pass promotes sustainability by offering points for using reusable bags and purchasing from their Renewed collection.

Starbucks Rewards similarly integrates purpose into its program:

1. The program allows members to redeem points for donations to community projects and environmental initiatives, fostering a sense of social responsibility.

2. It encourages sustainable behaviours by offering bonus stars for customers who bring their own reusable cups.

When your brand invites customers to join its sustainability journey, you’re not just offering rewards – you’re creating shared value and aligning with their principles.

Creating shared experiences: loyalty beyond the individual

Customers today crave real-life connections. Loyalty programs that deliver in-person experiences – whether it’s exclusive events, workshops, or group activities – create unforgettable memories and strengthen advocacy.

For example, consider brands like Nike partnering with local fitness studios or LEGO teaming up for creative workshops. These aren’t just rewards – they’re opportunities to connect with micro-communities. Collaborating with businesses whose values align with yours will delight your brand lovers and deliver impactful, shared moments.

Why it matters:

As people shift away from traditional social media, they’re seeking ways to connect authentically with friends. A loyalty program that rewards group participation, like referral bonuses or team challenges, can create lasting impressions and increase brand reach organically.

The future is conversation: AI-driven loyalty

To future-proof your loyalty program, consider embracing conversational experiences. Think of your loyalty program as a ‘taste twin’ – a personalised chat with tailored rewards to individual preferences in real-time.

With Gen Z especially gravitating toward automated, two-way communication, new channels like WhatsApp are becoming key players in loyalty programs. AI-powered chatbots are already transforming customer interactions, offering seamless support and hyper-personalised content.

If ‘step one’ is rewarding behaviours that match your brand values (“You align with us”) then ‘step two’ cultivates the relationship in the other direction and says “We align with you”, with brands displaying a deep understanding of their customers as individuals.

Imagine this: a customer buys a sustainable product, and within seconds, your loyalty program suggests related eco-friendly items with a reward. By using chat to offer rewards that match the customer’s personal values, brands can move beyond transactional loyalty. This deepens the connection and, through chat’s uniquely one-to-one interactions, makes customers feel seen, understood, and genuinely appreciated.

Paving the way:

The Japanese suncare brand Shiseido Anessa utilises Zeals’ Chat Commerce platform to carry out quizzes with their customers in a 1-to-1 conversational style via Instagram. This enables them to match each customer with the best UV gel for their needs. By interacting with their customers in a way that feels natural, Anessa has experienced not only 91% engagement rates but also helped 95% of users gain a deeper understanding of the products – it’s a strategy where the benefits genuinely flow both ways.

The new definition of loyalty

The loyalty programs that shape 2025 won’t be about transactions – they’ll be about trust, shared values, and meaningful connections. By focusing on sustainability, community-building, and innovation, your brand can craft a loyalty program that not only attracts but also deeply resonates with customers in the modern world.

As we head into 2025, I’m excited to collaborate with Antavo and industry leaders to define how loyalty programs will evolve further. The future is filled with opportunities to innovate, connect, and inspire. If you’re interested in exploring these for your brand, get in touch via the contact form below!