The launch of the Truth and BrandMapp Loyalty Whitepaper took place at the Pepperclub Hotel on 26 March. This breakfast and networking event offered attendees exclusive, first-hand insights into the evolving loyalty landscape for 2025.
This annual whitepaper, produced by Truth in collaboration with BrandMapp, presents the most current insights into loyalty trends in South Africa. Now in its ninth year, Truth has continued its partnership with WhyFive Insights to analyse loyalty-specific consumer behaviour using data from the annual BrandMapp study. This remains the only research of its kind in South Africa’s mature loyalty market that provides the depth of understanding required by brands operating loyalty programmes.
Currently, more than 82% of South Africans participate in loyalty programmes—an increase of six percentage points compared to the previous year. The whitepaper also underscores the critical role loyalty programmes play in helping consumers manage the increasing costs of food and energy.
Notably, Clicks ClubCard has reclaimed its position as the most widely used loyalty programme in South Africa, a distinction it has held for five of the nine years since the inception of the whitepaper series in 2015. Cashback continues to be the most preferred loyalty benefit across all demographics, including age, income, and gender.
These findings represent only a snapshot of the comprehensive insights available in this year’s edition of the South African Loyalty Landscape.
