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Australian consumers are the most brand agnostic in the world, according to research from marketing automation platform Dotdigital.
Drawing on data from more than 3,000 global consumers, which included 1,000 from Australia, the research sought to reveal what drives loyalty in today’s market.
Dotdigital APAC GM Rohan Lock said today’s Australian shoppers value their privacy and their time.
“They’re more reluctant to opt into loyalty schemes or communication streams unless brands demonstrate true value and respect,” Lock said
- 69% Australians are more likely to be loyal to no brands at all, with 10% not willing to share any personal data.
- 58% of Australians favour email for brand contact, but are less receptive to high-frequency messaging.
- 8% prefer push notifications and 9% want brand updates via SMS.
“Brands in Australia must go beyond one-size-fits-all loyalty approaches,” Lock said.
“The winning formula here includes genuine trust, low-friction incentives, and communication that’s both timely and relevant.”
- 27% of young Australians say brands aren't doing enough to win their loyalty.
- 39% of young Australians stick around for sustainability and brand values.
“While trust and cautious data sharing define the Australian market, there’s real opportunity for brands that invest in personalised, transparent, and frictionless experiences,” Lock said.
Shoppers in Australia respond best to practical, transparent rewards.
Tiered and subscription-based loyalty programs attract little interest with just 9% and 5% of Australians preferring them respectively.
“When consumers feel respected and rewarded, loyalty naturally follows,” Lock said.
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