Digitas and Fetch Unveil New Research Defining the Modern Loyalty Mindset Ahead of Holiday 2025

NEW YORK [October 29, 2025]—As brands head into an uncertain holiday season and a rapidly evolving consumer landscape, Digitas, the Networked Experience Agency, and Fetch, America’s Rewards App, today unveiled new, custom research revealing what truly drives loyalty across generations in 2025 and beyond.

Drawn from a nationally representative survey of over 1,000 active loyalty program users in August 2025, “Unlocking the Modern Loyalty Mindset” uncovers the new rules of engagement for marketers seeking to build long-term loyalty through simplicity, transparency and genuine value.

Rooted in real consumer behaviors, the research explores what causes people to join, stay active in and emotionally connect with loyalty programs—offering a blueprint for brands on how to create loyalty programs that drive repeat purchases and long-term engagement.

According to the research, consumers are most motivated by programs that deliver real value and a sense of trust—combined with the rush that comes from leveling up, seeing real-time progress and unlocking rewards.

Key findings include:

• Speed to rewards (81%) and ease of use (87%) are critical to retention, while 40% abandon programs when rewards take too long to earn.
• The majority of respondents love finding creative ways to save money (76%) and get excited when they earn rewards (63%).
• Only 18% are uncomfortable with AI in loyalty programs, while 56% would share more personal information for better, customized experiences—provided brands are clear about privacy protections.

In a rapidly changing landscape, true brand resilience comes from balancing short-term wins with a long-term loyalty vision. Loyalty is now a core pillar of brand experience, shaping everything from product innovation to content strategy. The best programs empower customers as advocates and community members, using loyalty data as a feedback loop to shape innovation, content and community-building.

Quotes:
Melissa Berger, Chief Solutions Officer, Digitas
“Our research shows that today’s loyalty is built on genuine connection and clear value. True loyalty goes beyond points and perks—it’s about understanding each individual and creating experiences that resonate personally. The brands who thrive are those who listen, adapt, and empower their customers to be part of something bigger.”

Robin Wheeler, Chief Revenue Officer, Fetch
“To create personalized rewards that win consumers for life, brands need both visibility into how consumers shop and proven tools to act on that data. Platforms with cross-retailer visibility and highly engaged users like Fetch make it possible for brands to create tailored, high-value experiences that foster long-term consumer loyalty.”

For more information or to request the full report, contact Shaina Cooper at communications@digitas.com.

 

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About Digitas
Digitas is the Networked Experience Agency, built on the vision that we create magnetic experiences that earn the right for brands to exist in human networks. Today, and tomorrow. We deliver Networked Experiences by leveraging comprehensive data, technology, creative, media and strategy capabilities. Digitas delivers ambitious outcomes via unique solutions that include Creative Experiences, Integrated Media, Addressable Relationships, Social Marketing and Total Commerce. Celebrated by Ad Age as Data and Insights Agency of the Year, U.S. Campaign’s Brand Experience Agency of the Year, Media Network of the Year and celebrated by Forrester and Gartner, Digitas serves the world’s leading brands through a global network comprised of more than 5,500 employees across over 65 offices in 43 countries.

About Fetch
Fetch, America’s Rewards App, empowers consumers to live rewarded and helps brands create lifelong customers through the power of Fetch Points. Designed to acquire and retain consumers, Fetch has unparalleled visibility into what people buy, capturing billions of spending transactions annually using cutting-edge artificial intelligence and machine learning technologies. Users submit 12 million receipts per day and have earned more than $1 billion in Fetch Points. The app is available to download on the App Store and Google Play Store and has more than 6 million five-star reviews from happy Fetchers.

Media Contact:
Shaina Cooper
communications@digitas.com