The Incentive Marketing Association (IMA) has done what the industry has long whispered about but never quite managed to pull off: it has delivered a global snapshot of incentive and recognition trends that finally gives businesses some solid footing. The newly released Incentive & Recognition Insights 2025 report doesn’t just dabble in generalisations; it sets benchmarks that span continents, industries, and the occasional boardroom buzzword.

This is no desktop exercise cobbled together over coffee and conjecture. Instead, the study was a year in the making, polling more than 600 executives worldwide, and then digesting their insights into a framework businesses can use. From customer engagement to brand loyalty, the findings serve as both a compass and a cautionary tale for organisations hoping to keep customers close while keeping competitors at bay.

A Voice for a Global Industry

“We hoped this study would provide a unified voice to represent the global industry,” explained 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.”

Incentive Marketing Association – Data Sample

In corporate research, it’s rare to see spreadsheets and storytelling given equal billing, but Connolly and his team appear to have pulled it off. The result is a blend of quantifiable data and narrative nuance that executives can wave in a boardroom without losing credibility.

Nine Reports, Countless Lessons

One of the report’s clever design features is its segmentation. Rather than attempting to treat the globe as one amorphous whole, the IMA broke down its findings into nine distinct reports.

• Geographic insights: North America, Latin America, Europe, the wide-reaching Middle East, Africa and Asia Pacific.

• Industry-specific insights: Gift Cards, Merchandise, Solution Providers, Travel, and Recognition Professionals.

This approach acknowledges a fundamental truth: what excites a customer in São Paulo may not resonate with one in Sydney. And yet, while cultural quirks vary, the global benchmarks provide a common language. Businesses can localise their tactics while still aligning with the industry’s broader trajectory.

Solving the Fracture

For Connolly, the point of this exercise is not just to add another glossy PDF to the pile. “Right now, the data available in our industry is fractured,” he said bluntly. “One unique benefit of this new study and what makes it truly ground-breaking is that it brings together and summarises 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.”

That candour speaks to the frustrations of an industry often relying on patchy, localised snapshots. By corralling the numbers into one global playbook, the IMA has closed gaps and provided something of a crystal ball — albeit one grounded in actual data rather than hunches.

Backed by Industry Heavyweights

Of course, pulling off a global study of this scale doesn’t happen without some serious backing. The project was made possible thanks to IMA Research Partners Blackhawk Network (BHN), Hinda Incentives, Touch Incentive, and IMA Research Supporter Tillo. Their support ensured that the final product was credible and comprehensive, with reliable statistics and real-world examples that illustrate the theory.

The insights could prove invaluable for companies struggling to strike the right balance between rewarding loyalty and eroding margins. In an age where customers are more fickle than ever, actionable strategies are worth their weight in gift cards.

Access and Next Steps

The complete study is now available for download via the IMA website, and it is likely to become required reading for executives in marketing, HR, and customer engagement. Whether a business is looking to refine recognition programs, sharpen travel rewards, or understand where the market winds are blowing, this report provides the map.

The incentive marketplace is expanding rapidly, with that expansion comes opportunity and complexity. Thanks to IMA’s global lens, businesses now have benchmarks that are not just regional curiosities but genuine international standards.

And if nothing else, the report finally gives executives something more persuasive to brandish in strategy meetings than last quarter’s sales chart.

By Soo James

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