The ANA and HUMAN’s 2024 report, Loyalty Marketing: The Good, the Bad, and the Ugly, explores the value, challenges, and risks of modern loyalty programs. Brands rely on loyalty programs to deepen customer relationships, drive lifetime value, and collect first-party data, but they face issues of differentiation, communication balance, and fraud. One-third of marketers reported fraud, often from hackers or customer loopholes. HUMAN highlights the need for proactive defenses like behavioral monitoring, multi-factor authentication, and cross-team collaboration. The study stresses that loyalty success depends on vigilance, trust, and designing programs resilient to fraud and automation.

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