South Africa, Nov. 6 -- In South Africa's mature loyalty market, a paradox is unfolding. The usage of loyalty programmes has surged to 82% of economically active consumers (those with household incomes above R10,000 per month), up from 76% in 2023, according to the latest Truth & BrandMapp Loyalty Whitepaper.

But this boom masks a more profound crisis: consumers are juggling an average of 10.3 active programmes, cherry-picking deals and eroding brand allegiance. As Amanda Cromhout, CEO of Truth, notes, participation has ballooned from 3.6 programmes per person a decade ago, driven by economic strain. But is this loyalty, or mere opportunism?

The data is stark. Thirty-five per cent of respondents report using programmes more than last ye...