Loyalty and rewards programs remain the strongest factor shaping how Americans choose and use credit cards, with consumers—especially older generations—placing increasing value on personalized, tailored rewards that make them feel recognized and appreciated by brands.
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GLOCORA Loyalty, the loyalty-portfolio arm of CORA Group, has released new findings from a nationwide survey conducted by The Harris Poll, revealing that loyalty and rewards programs continue to be one of the most powerful influences on how Americans choose credit cards and engage with brands.
Beth McCoy, CEO of CORA Loyalty, emphasized the stakes:
“This data shows that loyalty and rewards programs are more critical than ever, directly influencing consumer spending habits.”
The study surveyed 2,084 U.S. adults and provides an important snapshot of how economic uncertainty, changing consumer expectations, and rising demand for personalization are reshaping the loyalty landscape.
Key Findings
1. Rewards Still Dominate Credit Card Decision-Making
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50% of Americans say loyalty and rewards programs are the top factor influencing which credit card they use — outranking convenience, credit limit, fees, interest rates, and security protections.
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This remains high despite a slight dip from 2024, when the figure reached 55%.
2. Boomers Are the Most Motivated by Rewards
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Baby Boomers are the generation most influenced by loyalty and rewards programs.
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Gen X and Millennials follow closely.
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Gen Z is least influenced, with only 29% saying rewards programs help determine card choice.
3. Rewards Drive New Card Openings
When choosing a new credit card:
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49% of Americans say the ability to earn rewards influences their decision.
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This ranks just behind fees (52%).
4. Personalization Matters
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44% of consumers say rewards tailored to their shopping habits make them feel most valued.
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Tailored rewards are the top preference among Millennials, Gen X, and Baby Boomers.
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Gen Z differs: 43% say they feel most valued by surprise-and-delight rewards.
5. Loyalty Programs Create Emotional Value
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45% of Americans say participating in a loyalty or rewards program makes them feel appreciated by the brand.
Beth McCoy noted that in today’s volatile economic climate, personalized rewards play a vital role in customer engagement:
“In a time of economic uncertainty and shifting consumer confidence, personalized rewards not only attract customers but also keep them engaged and feeling valued.”
Why These Findings Matter
Personalization Is No Longer Optional
Consumers increasingly expect rewards that reflect their actual purchase behavior. Tailored offers are now a major driver of both loyalty and emotional connection.
Generational Differences Demand Segmentation
Boomers and Gen X are highly influenced by traditional rewards structures.
Gen Z, however, values experiences, spontaneity, and unexpected perks — signaling the need for differentiated program design.
Rewards Outweigh Traditional Card Features
While fees and interest rates matter, rewards continue to dominate consumer priorities. The loyalty program is now often the deciding factor in card and brand choice.
Loyalty Programs Are Brand Builders
Feeling “valued” is a major emotional trigger. Reward programs now function as a core part of brand identity, not merely a transactional incentive.
The message from CORA Loyalty’s 2025 survey is clear: rewards programs remain a critical driver of consumer behavior, especially as personalization becomes the new standard. Card issuers and brands that invest in relevant, tailored, emotionally resonant loyalty experiences will be best positioned to earn—and keep—consumer trust.
Survey Methodology
The Harris Poll conducted the survey online within the U.S. from October 7–9, 2025, among 2,084 adults aged 18+. Results are accurate to within ±2.5 percentage points at a 95% confidence level, with a wider interval for subgroups.
About CORA Group
CORA Group operates more than 30 independent software brands across industries including construction, food service, debt recovery, wine and spirits, legal services, loyalty, and long-term care. Serving over 50,000 customers worldwide, CORA Group functions under Jonas Software, a subsidiary of Constellation Software Inc., giving its portfolio access to substantial global resources and technical support.
Source: COPA Group
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