Category
Fashion
Scent Crossovers
Trend cluster
Category
Driven
Loyalty
Brands are using social activism to drive consumer loyalty programs.
3.6
Trend score
Trend
What is the Driven Loyalty trend?
Driven Loyalty: Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs. This helps consumers directly influence the amount of charitability from a business, making activist consumers more likely to frequently engage in these brands over others.
Insight
The consumer insight behind the Driven Loyalty trend
Voting with the dollar is a popular concept in North America. Consumers value brands that are transparent, authentic, and have a positive impact on the world. Some interact exclusively with these brands, while others prefer to do so when possible. Of the brands that engage in charity work, consumers prefer those that demonstrate their values with tangible actions. These consumers are more loyal to brands that integrate activism directly into the core business model.
Trend themes
Themes within the Driven Loyalty trend
Three behaviours holding the trend together01
Activism-Integrated Loyalty Programs
Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs.
02
Transparency and Authenticity
Consumers value brands that are transparent, authentic, and have a positive impact on the world.
03
Mission-Driven Loyalty
Consumers are more loyal to brands that integrate activism directly into the core business model and demonstrate their values with tangible actions.
Industry implications
What the Driven Loyalty trend means for industry
Where the trend changes the playbookFor
Cosmetics
Brands in the cosmetics industry can integrate activism and charitable actions into their loyalty programs, attracting consumers who value transparency and authentic brands.
For
Food and Beverage
Food and beverage companies can adopt mission-driven loyalty programs that align with their values and demonstrate their positive impact on society.
For
Fashion and Apparel
Fashion and apparel brands can implement loyalty programs that not only offer rewards but also support social and environmental initiatives, appealing to consumers who are influenced by mission-driven loyalty.
Workshop question
How can your brand integrate activism and charitable actions into your consumer loyalty program to drive customer loyalty and differentiate from competitors?
Trend signals
Trend signals for Driven Loyalty
Trend score 3.6 out of 10, from popularity 56%, activity 34%, freshness 17%.
Popularity56%
Activity34%
Freshness17%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Driven Loyalty trend
4 featured examples from Aug 15, 2023CategorySocial Good
Community-Supporting Business Models
Ben & Jerry's' 'Linked Prosperity' Model Drives Positivity
Ben & Jerry's' Linked Prosperity model and Flavor Fanatics program present disruptive innovation opportunities in the food and beverage industry.
CategorySocial Good
Women-Supporting Clothing Brands
'Sozy' Aims to Support Women and Victims of Violence
The fashion industry is embracing empowering clothing and social responsibility as key drivers for their brands.
CategorySocial Good
Community-Driven Clothing Companies
'Bombas' Makes a Donation for Each Item Purchased
The fashion industry has an opportunity to incorporate sustainable practices and create community-driven loyalty programs that benefit charitable causes.
CategorySocial Good
Indigenous-Supporting Cosmetics Brands
Cheekbone Beauty Drives its Loyalty Program with Good Deeds
Cheekbone Beauty's approach to loyalty and charity highlights a disruptive innovation opportunity within the cosmetics industry.
