# Positive Loyalty Brands' loyalty programs reward "positive" consumer behaviour. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 24, 2021 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/positive-loyalty ## Key Figures - Trend score: 5.1/10 - Evidence articles: 6 ## What is the Positive Loyalty trend? **Positive Loyalty:** Some brands are now initiating loyalty programs that run on the premise of making positive purchase decisions. This includes everything from getting points for selling secondhand clothing, to getting points and rewards for healthy purchases. ## The consumer insight behind the Positive Loyalty trend Consumers are becoming increasingly conscious of how their purchase decisions impact themselves, those around them, and the environment. Now, more people are choosing to be mindful in how they shop, and brands that offer incentives to do this will become increasingly popular. ## At a Glance - Evidence: 6 featured examples - Articles from: Aug 17, 2021 to Mar 25, 2023 - Published: Nov 24, 2021 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Personalization](https://www.trendhunter.com/megatrend/personalization) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Positive Loyalty trend ### Positive Purchase Incentives Brands are initiating loyalty programs that reward "positive" consumer behavior, such as making healthy or sustainable purchases, encouraging conscious shopping. ### Circular Economy Initiatives Businesses are implementing trade-in or resell programs to reduce waste through recycling and support a more circular economy, creating opportunities for disrupting traditional consumption and disposal practices. ### Wellness & Health Credit Cards Companies are introducing credit cards that offer rewards and benefits for leading healthy and sustainable lifestyles, tapping into a growing trend of wellness-conscious consumers and creating opportunities for partnerships with health and wellness brands. ## What the Positive Loyalty trend means for industry ### For Retail Positive purchase incentives and circular economy initiatives can be applied across various retail categories, encouraging customers to make mindful decisions with sustainable and ethical considerations. ### For Finance Wellness & Health credit cards expand the finance industry's offerings and opportunities to cater to a growing market segment and partnerships with relevant brands. ### For Sustainability Circular economy initiatives have significant implications for sustainability, reducing waste and encouraging reuse, creating opportunities for innovation in product design and responsible production methods. ## Workshop question How could your brand incentivize consumer to make eco-friendly or healthy purchase decisions? ## Trend signals for Positive Loyalty Trend score 5.1 out of 10, from popularity 79%, activity 59%, freshness 15%. - Popularity: 79% - Activity: 59% - Freshness: 15% ## Examples of the Positive Loyalty trend 6 featured examples from Aug 17, 2021 to Mar 25, 2023. - [Sustainable Rewards Shops](https://www.trendhunter.com/trends/nature-valley-retok-shop): The Nature Valley ReTok Shop Connects People to Back-to-School Supplies (Category: Eco) Implication: Retailers can use sustainable back-to-school shopping initiatives as an opportunity to tap into the growing demand for environmentally friendly products and increase brand loyalty… - [Gamified Recycling Programs](https://www.trendhunter.com/trends/zeloop): ZeLoop is a Blockchain-Based Gamified Recycling App for Food Packaging (Category: Eco) Implication: There is a disruptive opportunity for companies in the food and beverage industry to create more sustainable packaging and embrace gamified recycling programs to not only reduce e… - [Waste-Reducing Furniture Resell Programs](https://www.trendhunter.com/trends/ikea-2): Ikea Launched its Buy Back & Resell Program in the US (Category: Eco) Implication: Home goods retail industry can benefit from implementing Buy Back & Resell programs to reduce waste and improve customer engagement. - [Water Bottle Trade-In Programs](https://www.trendhunter.com/trends/water-bottle-tradein): Hydro Flask is Helping Consumers to Return Old & Unwanted Bottles (Category: Eco) Implication: The water bottle trade-in program by Hydro Flask provides a disruptive innovation opportunity for consumer goods companies to create similar programs that incentivize recycling an… - [Wellness Credit Cards](https://www.trendhunter.com/trends/wellness-credit-card): The Ness Credit Card Powered by Mastercard Rewards Healthy Living (Category: Lifestyle) Implication: The credit card industry can incorporate wellness rewards and benefits to attract customers who prioritize healthy lifestyles, disrupting the traditional rewards system. - [Wellness-Focused Retail Credit Cards](https://www.trendhunter.com/trends/mywalgreens-credit-card): The myWalgreens Credit Card Rewards Health-Focused Purchases (Category: Business) Implication: The health-focused credit card trend presents an opportunity for disruptive innovation in how banks and financial institutions incentivize and reward customer behavior. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)