Brands With Loyalty Programs Should Cultivate Values-Based Consumers

Eighty-nine percent of US online adults belong to at least one loyalty program and 48% report that they regularly purchase from companies that align with their personal values, according to Forrester’s Consumer Benchmark Survey, 2022. Our analysis shows that values-based consumers who belong to loyalty programs spend more and feel more positively about those brands. To appeal to these consumers, brands with loyalty programs should incorporate their values into the program structure and experience, such as Target letting Circle members vote on which nonprofits it gives to. This data snapshot shows the relationship between values-based consumers and their attitudes toward loyalty programs.