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5 Trends Shaping the Future of Rewards and Recognition in 2024

Posted on 19 December 2023
Read time 2 mins
Author Sophia 🌱

As we step further into the digital age, the world of rewards and recognition is undergoing dramatic shifts, and companies striving to remain competitive must evolve and adapt to ensure their programs resonate with today's increasingly savvy and diverse workforce. 

As we approach the end of 2023, we’re looking at what we believe to be the top five trends that will shape the future of the rewards and recognition industry in 2024. 

Let’s take a look. 👀

1. Sustainability will take center stage

With climate change on everyone's radar, a sustainability focus in rewards programs is becoming more than just a buzzword - it's becoming a requirement. 

Incorporating sustainability appeals to a socially conscious audience and aligns with corporate social responsibility objectives, prompting many businesses to switch to eco-friendly rewards like digital gift cards while scaling back physical offerings that promote single-use plastic. 

In 2024, we expect to see even more businesses switching to entirely digital rewards and an increased interest in charity gift cards, which allow consumers the chance to donate to causes they care about rather than accepting rewards for themselves.  

Donating cashback to charity notification

2. Data analytics will become even more of a game-changer

The sheer power of data analytics cannot be underestimated, especially when personalizing rewards and incentives. 

Companies are already using data to gain actionable insights into consumer behavior, fine-tuning their reward offers based on actual preferences rather than assumptions, and we expect this to become even more important as we head into 2024. 

A data-driven and targeted approach to rewards has the potential to not only boost engagement but also offer substantial increases in ROI, making it a key way for rewards and recognition providers to increase profitability within their programs. 

Tillos platform with data and discounts

3. AI and machine learning will up the ante

As technology evolves, Artificial Intelligence (AI) and Machine Learning are beginning to play an essential role in predictive reward offerings.

As we enter 2024, we expect AI to explode in the rewards industry, allowing providers to analyze the patterns and behaviors of their customers and to efficiently predict what rewards an individual is likely to prefer, ensuring the entire rewards and recognition process is seamless and engaging. 

Personalised gift cards

4. There will be a shift toward choice products and pre-paid offerings

Today's workforce craves individualization, making the freedom to select preferred rewards from a diverse catalog of options using something like a Tillo ChoiceLink an absolute game-changer for rewards and recognition providers. 

Furthermore, pre-paid Visa/Mastercard offerings like Tillo’s RewardPass are also gaining traction, allowing recipients to redeem their rewards at more than 32 million locations worldwide, irrespective of location.

There’s no way around it: flexibility and personalization are becoming paramount, and in 2024, we anticipate a significant shift towards choice-based products and pre-paid offerings.

“At Tillo, we recognize the shift towards bespoke customer experiences. That is why we are building granularity and flexibility into our products, so that our partners have the control and ability to innovate and respond to ever-changing market dynamics.” - Rob Heffernan, Tillo’s VP of Product


5. Crypto and the Blockchain will continue to grow in popularity

Crypto and Blockchain technology are reshaping the rewards and recognition landscape, and their influence is only set to grow in 2024. Whether you love it or hate it, Crypto's allure is undeniable, particularly among younger generations who prize it for its transparency, accessibility, and the potential for significant gains. 

In response to this growing interest, we expect to see rewards and recognition providers adding more crypto-gift cards to their programs as a means to cater to this new and exciting audience.


How will you elevate your reward and recognition program in 2024?

At Tillo, we understand the evolving needs of your business in this dynamic environment and have made it our mission to empower you to elevate your rewards and recognition program to new heights. 

With the richness of our brand catalog, the quality of our product and service, and the support of our dedicated team, we’re poised and ready to supercharge your growth this New Year, helping you to harness these upcoming trends and those that follow. 

Interested in learning how Tillo can support you in 2024? Get in touch with us today. 

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