2026 Edition: Humanizing Loyalty
How Emotional Connection Becomes a Competitive Advantage
2026 Edition Humanizing Loyalty
How big is the gap between customer expectations and loyalty delivery?
We surveyed over 1,700 loyalty program participants to understand how customer expectations for loyalty programs stack up against real-world delivery —across industries and generations.
The result is a clear view into where loyalty programs are aligned, where they’re missing the mark, and which gaps matter most to customers.
This isn’t just a snapshot of sentiment. It’s a way to make smarter decisions about where to focus loyalty strategy, investment, and effort.
What's inside the report?
We went deep on emotional loyalty so you don't have to guess.
This research is built on 1,769 real responses from household decision makers and loyalty program members—not hypothetical consumers, not brand insiders, and not modeled or syndicated data.
We break down emotional loyalty by industry, generation, and loyalty driver, comparing customer expectations to perceived brand delivery—so whether you want to understand where retail brands are underperforming on recognition or how Gen Z’s expectations differ from Baby Boomers, it’s all in here.
And it's not just benchmarks. You'll also see:
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Where expectations most consistently outpace delivery across industries and loyalty drivers
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Which emotional loyalty drivers create real differentiation—and which are simply table stakes
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How loyalty expectations vary by generation, and where one-size-fits-all programs fall short
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Where brands believe they’re performing well—but customers disagree
Brands that are able to close expectation–delivery gaps will build stronger emotional loyalty, leading to higher retention, increased customer lifetime value, and greater share of wallet.
FAQs
If you still have questions, let us know by sending us an email to hello@wearephaedon.com, we're always happy to help.
Who is this research for?
This report is for marketing leaders responsible for customer loyalty and retention. It helps you benchmark customer expectations against brand delivery, understand generational differences, and prioritize loyalty investments that strengthen retention and long-term customer value.
Where did the data come from? How current is it?
The data comes from a 2025 national survey of 1,769 loyalty program members. The sample is nationally representative and reflects current customer expectations and perceptions.
Who participated in the research?
Household decision makers and loyalty program members across multiple generations, from younger consumers to older, long-tenured customers, spanning a range of loyalty behaviors and expectations.
What industries are included?
The research includes customer feedback from loyalty program members in retail, hospitality, transportation, dining, and entertainment.