Brand Loyalty in 2025: Costs, Benefits & Smarter Choices for Australians

It’s 2025, and the Australian consumer landscape is buzzing with choices. From banks to supermarkets to digital service providers, brands are constantly vying for your loyalty. But as economic conditions shift and competition ramps up, is sticking with your favourite brand still the savvy move it once was? Let’s pull back the curtain on brand loyalty—how it’s changing, what it’s really costing you, and how to get the best value for your dollar in a rapidly evolving market.

The Changing Face of Brand Loyalty in Australia

Brand loyalty has long been a prized asset for businesses and consumers alike. Traditionally, sticking with one brand meant reliability and sometimes even special perks. But the tide is turning. According to a 2025 Roy Morgan survey, over 60% of Australians say they’re more willing to switch brands now compared to just two years ago, thanks to better deals, improved transparency, and increased digital choice.

• Banking shake-ups: The Big Four are losing ground as neobanks and fintechs offer higher savings rates and zero-fee accounts. Many Aussies who once swore by their legacy banks have jumped ship for better digital experiences and incentives.

• Supermarket wars: Coles, Woolworths, and Aldi are in a loyalty arms race, launching tailored rewards apps and exclusive partnerships. However, with cost-of-living pressures, shoppers are more willing to chase discounts than ever before—even if it means swapping their preferred store for a rival’s weekly special.

• Streaming and digital services: With major platforms like Netflix and Stan constantly shuffling content libraries and pricing, subscribers are increasingly hopping between services to catch the best shows for less.

The Real Cost—and Value—of Loyalty

So, what’s the actual impact of staying loyal in 2025? It’s a mixed bag. On one hand, loyalty programs have become more sophisticated. Qantas Frequent Flyer, Flybuys, and Everyday Rewards are now integrated with financial products, travel deals, and even energy providers, offering Australians the ability to double-dip on savings and perks. However, the fine print is crucial.

• Reward devaluation: Several loyalty programs have quietly reduced the value of points or made it harder to redeem for high-value rewards, as seen in recent 2025 program updates from major airlines and retailers.

• Locked-in pricing: In insurance, telcos, and utilities, long-term customers can end up paying a ‘loyalty tax’—higher rates than new sign-ups. The Australian Competition & Consumer Commission (ACCC) has flagged this as an ongoing issue and is pushing for policy changes to enforce fairer pricing for loyal customers.

• Switching incentives: New customer deals are everywhere—think cash bonuses for switching banks, supermarket gift cards for changing energy providers, or discounted streaming bundles. The financial upside for savvy switchers can be substantial.

Smart Strategies for 2025: Loyalty with a Twist

If you want the best of both worlds, it’s time to get strategic. Here’s how Australians are making brand loyalty work for them—without missing out on better deals elsewhere:

• Mix and match loyalty: Don’t be afraid to spread your business around. Use multiple rewards programs, and don’t hesitate to switch when a better deal arises.

• Leverage open banking: Thanks to Australia’s Consumer Data Right (CDR), comparing and switching financial products is easier than ever. Use fintech apps to automatically identify when you’re missing out on savings.

• Negotiate as a loyal customer: Many service providers in 2025 are empowering customer service teams to retain you with tailored offers. If you’re considering leaving, mention competitor deals—you may unlock a hidden discount or bonus.

• Watch for program updates: Loyalty program terms can change fast. Stay informed about points expiry, redemption rules, and special promotions to avoid losing value.

Real-world example: In early 2025, several major health insurers announced loyalty bonuses for members with 5+ years of tenure—only for savvy customers to discover that switching to a new provider could save them over $500 annually, far outweighing the bonus. The lesson? Always do the maths.

Conclusion: Loyalty, But on Your Terms

Brand loyalty in 2025 isn’t dead, but it’s definitely more complicated—and more empowering. With so many options and incentives at your fingertips, loyalty should be a conscious, value-driven decision rather than a habit. Keep your eyes open, crunch the numbers, and don’t be afraid to shake things up. Your wallet will thank you.