Loyalty Is Down 57%—Here’s What Still Keeps Customers Coming

Brand loyalty is breaking down. Since 2020, 57% of consumers say they’re less loyal—and many are walking away from traditional loyalty programs altogether. The old rules of points, perks, and punch cards don’t hold up in today’s market. To stay relevant, brands must shift from transactional tactics to building emotional connection, trust, and real value that earns repeat attention. Loyalty today isn’t given—it’s felt.