The Truth & BrandMapp Loyalty Whitepaper 2025/6 marks the tenth edition of South Africa’s most comprehensive study of loyalty behaviour — and with it, a decade-long view of how consumers engage with loyalty programmes in a mature and globally respected market.

Over ten years, this whitepaper has become the definitive barometer of loyalty in South Africa. There is no other study in the local market that unpacks the landscape with this depth, scale and longitudinal consistency.

Drawing on insights from over 30,000 economically active South African adults (gross monthly household income of R10,000 or more), combined with 6,000 mass market consumers earning below R10,000 per month, this research collectively represents the loyalty behaviours of more than 23 million South Africans.