Meet Thandi and Peter: The Everyday South African Consumers
Thandi, a 38-year-old working mother of two, prides herself on managing the household budget wisely. With the rising cost of living, she’s had to rethink how she spends. Her monthly clothes shopping at TFG? Cut. Family outings to restaurants? Reduced to birthdays and special occasions. Grocery shopping? Now planned around cash-back offers and loyalty discounts.
Peter, a 45-year-old sales consultant, feels the pressure too. His DSTV subscription? Cancelled. He’s now juggling multiple streaming services with family members to save money. Gym membership? Frozen, because running outdoors is free. He’s even considering a second job to keep up with school fees and rising petrol costs.
Both Thandi and Peter are making tough choices. But there’s something they’re relying on more than ever—loyalty programmes.
What the 2024/2025 Truth South African Loyalty Whitepaper Reveals
South Africans are facing financial strain, and it’s changing how they engage with brands. According to the latest Truth South African Loyalty Whitepaper, consumers are adjusting their spending habits in these key ways:
✅ Reducing spend on clothing
✅ Going out less—fewer movie nights and restaurant visits
✅ Using loyalty programmes more actively
✅ Staying at home more and changing grocery shopping habits
✅ Looking for second income opportunities
✅ Cancelling DSTV and trimming subscriptions
For brands running customer loyalty or employee rewards programmes, this is a crucial moment. Consumers aren’t just looking for points—they need real, tangible value.
The question is: Will loyalty and rewards programmes evolve to meet their needs?
Turning Pain Points into Opportunities
Instead of watching members and employees cut back on the things they enjoy, brands have a golden opportunity to help them stretch their disposable income. Here’s how:
1. Offer Discounts for Stay-at-Home Experiences
People are going out less—but that doesn’t mean they don’t want entertainment. Imagine rewarding members with:
🎬 A free annual Netflix or Showmax subscription after a year of engagement
🍱 Discounts on meal kits like uCook for a special dinner night at home
🛒 Exclusive Takealot vouchers for home essentials
By aligning with current consumer behaviour, brands show they are listening and adapting.
2. Create Birthday Perks That Matter
Thandi might not be dining out every weekend anymore, but her birthday? That’s still a big deal. Rewards programmes can make it special by offering:
🎉 Dineplan vouchers for a celebratory meal
🛍️ TFG gift cards or free 3-month subscription to DSTV for a birthday treat
🛒 Extra cash-back on grocery or fashion purchases during birthday months
These gestures don’t just drive engagement; they create emotional connections with the brand.
3. Empower Members to Earn a Second Income
With more South Africans looking for additional income streams, why not help them make money through your brand?
💡 Turn members into influencers or ambassadors. Offer them rewards or commission for referring friends.
💡 Create exclusive affiliate programmes. Let loyal customers earn by promoting your products.
💡 Offer upskilling rewards. Provide free or discounted courses to help members boost their income potential.
This not only fosters engagement but also builds trust and loyalty in a deeper, more meaningful way.
4. Reward Grocery Shopping Behaviours
With many shifting how and where they buy groceries, brands can step in to provide much-needed relief:
🛒 Cash-back on healthier food choices (e.g., discounts on fresh produce)
🏦 Financial wellness rewards for saving money or sticking to a budget
💳 Double loyalty points for grocery purchases made at preferred partners
This creates a win-win: consumers get financial relief, and brands drive engagement with high-frequency spending categories.
The Future of Loyalty: From Transactions to Relationships
Traditional loyalty programmes focus on transactions—earn points, get discounts, repeat. But 2025 demands a shift to personalised, meaningful engagement.
Will loyalty programmes move beyond points to deliver real financial relief?
Will brands redesign perks to align with what people truly value?
Will businesses recognise that deeper engagement = deeper trust?
Will we see more rewards that put money back into consumers’ pockets?
Lev Rewards: Leading the Change in Loyalty & Incentivisation
At Lev Rewards, we help brands rethink loyalty—transforming programmes from transactional systems into real-life solutions that meet consumers where they are.
👥 Customer Loyalty Programmes that align with changing consumer behaviours
💼 Employee Rewards & Recognition that offer real value in tough economic times
🔍 Bespoke Incentivisation Strategies that drive genuine engagement
👉 Want to build a loyalty or rewards programme that truly resonates? Let’s talk.