IESP Issues eBook on Incentive Buyer Trends
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It projects greater emphasis on the science of program design and impact measurement.Click here to subscribe, and here for an RRN media kit.
The Incentive & Engagement Solution Providers (IESP), a strategic industry group within the Incentive Marketing Association (IMA), has released Inside the 2025 Incentive Buyer’s Mind: Trends, Risks and Realities, an e-book “underscoring the accelerating growth and evolution of loyalty, employee recognition, and channel incentive markets in a new eBook.” It is sponsored by RepLink/The DataDirect Group,. The eBook features fresh growth forecasts and a comprehensive landscape of solution providers shaping the future of engagement.
The ebook projects annual growth rates between 11–16%, with combined spending across these categories projected to surpass $80 billion by the early 2030s. Loyalty programs alone are forecasted to eclipse $24 billion, with recognition and channel incentives following similarly steep upward trajectories. The group says that its estimates are based on projections from recognition, sales incentive, and consumer loyalty specialists and estimates published in Forbes and Forrester articles.
The e-book is based on insights from 50 incentive and engagement leaders attending the annual Incentive Marketing Association summit. Through live polling, breakout groups, and real-time discussion, the session distilled sharp insights into trends, risks, and must-haves the IESP compiled into a book.
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Among the key insights and resources:- Measurability is non-negotiable; sustained engagement the true north
- Moving away from generic rewards and static systems to shape behavior at scale
- Welcome to the age of performance accountability
- Segmentation takes the lead
- Micro gifting for maximum impact
- B to C provides the framework for B to B
- Hypertargeting is table stakes
- And more
“Yesterday’s extras are today’s edge,” says Vince Chiofolo, IESP President. “Loyalty, recognition, and incentives have shifted from luxury to strategic imperatives. Today’s organizations aren’t just implementing programs, they’re crafting performance-driven ecosystems that adapt, engage, and grow with their employees, customers, and partners.”
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