MINNEAPOLIS -- The Incentive Marketing Association (IMA) undertook an extensive year-long global research project to deliver data that is designed to provide actionable incentive and recognition strategy for customer engagement and brand loyalty. The Incentive & Recognition Insights 2025 report synthesizes insights from over 600 executives worldwide, offering comprehensive global benchmarks and trends.

“We hoped this study would provide a unified voice to represent the global industry,” says Fintan Connolly, Consultant at Engage Loyalty, Research Chair, and past President of IMA Global. “We ran a comprehensive survey to get hard numbers and benchmarks, and we collected open-ended feedback and regional insights so we could capture the stories and context behind the numbers.”

As part of the global report, nine exclusive reports were developed, providing domain and geographic-region-specific insights. This includes four geographic reports, covering North America, Latin America, Europe, and Middle East, Africa and Asia Pacific. Then there are five industry reports tailored towards the perspective of each industry’s specific offerings, challenges, and trends. These include Gift Cards, Merchandise, Solution Providers, Travel, and Recognition Professionals. This structure helps organizations localize their strategies while aligning with global standards.

According to Connolly, “Right now, the data available in our industry is fractured. One unique benefit of this new study - and what makes it truly ground-breaking - is that it brings together and summarizes all that information in one place. No one has done that before across global regions and industry stakeholders. This report offers a clear picture of where the market is headed to build effective strategies for the future.”

The report was made possible by IMA Research Partners Blackhawk Network (BHN), Hinda Incentives, and Touch Incentive and IMA Research Supporter Tillo. Their support enabled the IMA to scale the study globally, offering reliable statistics, real-world examples, and strategic insight for helping grow the incentive marketplace.