Publication Type
Report
Version
publishedVersion
Publication Date
3-2025
Abstract
Loyalty programs are challenged to attract and retain consumers who increasingly value purpose-driven engagement and environmental impact alongside traditional rewards. With growing awareness of climate issues, many customers expect brands to integrate sustainability and eco-conscious actions into their loyalty offerings. 71% of consumers believe loyalty programs should support sustainable practices, and this expectation is particularly strong among younger demographics like Gen Z and Millennials. As companies respond by integrating eco-conscious actions — like recycling incentives, carbon offsets, and donations to green causes — these efforts foster emotional loyalty, drive repeat purchases, and ensure long-term retention. Loyalty programs that align with these values not only enhance customer satisfaction but also position brands for sustained business growth in a purpose-driven market.
Discipline
Strategic Management Policy
Research Areas
Strategy and Organisation
First Page
1
Last Page
24
Publisher
Handprint
Citation
SCHILLEBEECKX, Simon J.D. and MERRILL, Ryan.
The regenerative future of loyalty: A guide for green loyalty programs to engage eco-consumers. (2025). 1-24.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/7759
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Additional URL
https://handprint.tech/wp-content/uploads/2025/05/Regenerative_Future_Loyalty.pdf