Canadian consumers are officially facing reward fatigue. While the average Canadian signs up for 13 different loyalty programs, they actively use fewer than five, and a staggering 90% of loyalty apps are uninstalled within the first month. Jean-Pierre Lacroix held the floor at the 2026 Loyalty & Rewards Forum to share insights from his research evaluating major Canadian rewards programs using the ThinkBlink framework.
The problem is that most brands focus strictly on functional perks like points and discounts, missing the emotional narratives that build real allegiance. Exceptional user design (like American Express Membership Rewards) and distinctive brand missions (like CAA’s dedication to member care) permanently imprint positive interactions into consumer memories. However, this emotional evolution cannot stop at the customer; it must expand inward.
While 48% of employees say robust recognition programs make them feel valued and loyal, only 40% of companies offer one, and most remain uninspired. Standouts like the CAA Club Group break this mold by using wellness dashboards, gamified badges, and social appreciation feeds to mirror their external brand promise internally. Ultimately, modern loyalty is not just about what customers and employees collect; it is about who they become in tandem with your brand.
The full presentation is available upon request at jplacroix@sld.com