SAP Emarsys – Customer Loyalty Index, 2025

The main theme of the report concerns changes in consumer loyalty to brands by 2025.

Key findings include a decrease in 'True Loyalty' levels for the first time in five years by 5% from 2024, the emergence of a new type of loyalty called 'Trendy Loyalty' characterized by quick and emotionally charged but short-lived attachments, the importance of personalized and emotionally resonant customer interactions for building long-term loyalty, 68% of consumers are classified as 'Trendy Loyal', 23% of consumers state their loyalty to a brand, matching pre-2022 levels, and 14% of consumers believe mass marketing harms their loyalty.