---
title: What Loyalty Looks Like, Through a Human Lens
description: Discover how loyalty programs drive brand growth with insights from VCCP and DMA's new report, highlighting emotional resonance for successful loyalty.
image: https://news.okayhuman.com/hubfs/blog%20images%20OH%20(3).svg
---

[Skip to content](https://news.okayhuman.com/insights/what-loyalty-looks-like-through-a-human-lens#main-content)

[![okay human logo_png-1](https://news.okayhuman.com/hs-fs/hubfs/okay%20human%20logo_png-1.png?width=300&height=300&name=okay%20human%20logo_png-1.png)](https://news.sympler.co/sympler-insights/all)

Open main navigation

Close main navigation

[Let's Chat](https://news.sympler.co/contact-us)

[All posts](https://news.okayhuman.com/insights/all)

 June 18, 2025

# What Loyalty Looks Like, Through a Human Lens

 By  [Okay Human](https://news.okayhuman.com/insights/author/okay-human)  ·   1 minute read

[*This report was featured on Marketing Week*](https://czkg804.na1.hs-sales-engage.com/Ctc/T8+23284/czKg804/Jl22-6qcW7lCdLW6lZ3pYW22gms65QPs0LW2HXsvQ55P4J9N8sHJlfT1drLW2PBRWt55RDHDW8GHdwc5C85WqW8Kb_BG21MCC8W3jrp3573ZK3DVYWtVD6LZygKN5PvhlYn-gWRW7dM2F26N4hKhVnT5zd5J7QWKW3SQ1yQ3DlvMVW7pCBbz4kC3wzW6nF34h2GgqxqW7QH2Fq1pLbm7W3HxfVK2bwbNDW75z8G55rzKcJVsH-428wWqfvW8FL6T1632wBtW6Fdf3X8HkjfHW6fk-mP3wvQWqN20ZywrRKYBhW4z8qRQ3ZKtxsW3v2J8H7GqVkyf3_JQyT04).

Loyalty isn’t a scheme. It’s a strategy.

We're proud to have contributed to [*The Long & Short of Loyalty*](https://pages.vccp.com/vccp-the-long-and-short-of-loyalty-report), a new report from VCCP in partnership with the DMA, exploring how loyalty can be a real driver of long-term brand and business growth, when it’s done right.

The report takes a hard look at how loyalty programs perform when they’re deeply integrated into the brand’s strategy (not just tacked on at the end). Backed by analysis of 1,700+ campaigns from the DMA’s Effectiveness Databank, it surfaces some powerful findings about what loyalty looks like when it actually works.

We were excited to bring a human lens to the project, helping to dig into how and why certain brands manage to earn both emotional resonance and commercial results.

Highlights include:

- A new model of loyalty that aligns proposition, experience, and behavioral science
- Stories of “Loyalty X Factor” brands that outperform the rest on retention, acquisition, revenue, and order value
- A deep dive into the emotional science of loyalty, thanks to our partners at Cowry
- Practical CX and MarTech principles for building loyalty systems that feel good *and* work

It’s the kind of work we love being part of - where strategy meets creativity, and data meets humanity.

[The full report can be found here.](https://pages.vccp.com/vccp-the-long-and-short-of-loyalty-report)

[Share this page on Facebook](http://www.linkedin.com/shareArticle?mini=true&url=https://news.okayhuman.com/insights/what-loyalty-looks-like-through-a-human-lens) [Share this page on Facebook](http://www.facebook.com/share.php?u=https://news.okayhuman.com/insights/what-loyalty-looks-like-through-a-human-lens) [Share this page on Facebook](https://twitter.com/intent/tweet?url=https://news.okayhuman.com/insights/what-loyalty-looks-like-through-a-human-lens) [Share this page on Facebook](mailto:?body=https://news.okayhuman.com/insights/what-loyalty-looks-like-through-a-human-lens)

## Related posts

[![sympler and foot locker present at iiex na](https://news.okayhuman.com/hubfs/Copy%20of%20IIEX%20North%20America%202025%20%20Social%20Speakers%20(300%20x%20175%20px).png)](https://news.okayhuman.com/insights/sympler-foot-locker-to-co-present-at-iiex-na-codifying-creativity-to-fuel-growth)

[Cultural meaning](https://news.okayhuman.com/insights/tag/cultural-meaning)

### [Sympler & Foot Locker to Co-present at IIEX NA: Codifying Creativity to Fuel Growth](https://news.okayhuman.com/insights/sympler-foot-locker-to-co-present-at-iiex-na-codifying-creativity-to-fuel-growth)

[![deprivation](https://news.okayhuman.com/hubfs/Untitled%20design%20(7).svg)](https://news.okayhuman.com/insights/walking-the-line-in-deprivation-a-case-for-bizarre-provocations-of-loss)

[Methodology](https://news.okayhuman.com/insights/tag/methodology)

### [Walking the line in “deprivation”: A case for bizarre provocations of loss](https://news.okayhuman.com/insights/walking-the-line-in-deprivation-a-case-for-bizarre-provocations-of-loss)

[![gen z in nature](https://news.okayhuman.com/hubfs/Untitled%20design%20(53).png)](https://news.okayhuman.com/insights/alone-but-not-lonely.-what-gen-z-can-teach-us)

[GenZ](https://news.okayhuman.com/insights/tag/genz)

### [Alone but not lonely. What Gen Z can teach us.](https://news.okayhuman.com/insights/alone-but-not-lonely.-what-gen-z-can-teach-us)

[![okay human logo_png-1](https://news.okayhuman.com/hs-fs/hubfs/okay%20human%20logo_png-1.png?width=300&height=300&name=okay%20human%20logo_png-1.png "okay human logo_png-1")](https://www.okayhuman.com)

[linkedin-in icon](https://www.linkedin.com/company/okayhuman/?viewAsMember=true)

Copyright © 2026, OkayHuman.com

```json
{
  "@context" : "https://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Okay Human",
    "url" : "https://news.okayhuman.com/insights/author/okay-human"
  },
  "dateModified" : "2025-06-18T13:58:15.091Z",
  "datePublished" : "2025-06-18T13:16:50.000Z",
  "headline" : "What Loyalty Looks Like, Through a Human Lens",
  "image" : [ "https://news.okayhuman.com/hubfs/blog%20images%20OH%20(3).svg" ],
  "mainEntityOfPage" : {
    "@id" : "https://news.okayhuman.com/insights/what-loyalty-looks-like-through-a-human-lens",
    "@type" : "WebPage"
  },
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://news.okayhuman.com/hubfs/okay%20human%20logo_png-1.png"
    },
    "name" : "Okay Human"
  }
}
```

```json
{
  "@context" : "http://schema.org",
  "@type" : "Article",
  "author" : {
    "@type" : "Person",
    "name" : [ "Okay Human" ],
    "url" : "https://news.okayhuman.com/insights/author/okay-human"
  },
  "datePublished" : "2025-06-18T13:16:50+0000",
  "description" : "Discover how loyalty programs drive brand growth with insights from VCCP and DMA's new report, highlighting emotional resonance for successful loyalty.",
  "headline" : "What Loyalty Looks Like, Through a Human Lens",
  "image" : "https://4835492.fs1.hubspotusercontent-na1.net/hubfs/4835492/blog%20images%20OH%20%283%29.svg",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "url" : "https://news.sympler.co/hubfs/okay%20human%20logo_png-1.png"
    },
    "name" : "Okay Human"
  },
  "url" : "https://news.okayhuman.com/insights/what-loyalty-looks-like-through-a-human-lens"
}
```