Singapore – Brands are emerging as key enablers of consumer happiness, as a new report by Collinson International reveals a growing reliance on loyalty rewards and benefits to access unique, life-enhancing experiences.
The shift is particularly evident in Asia Pacific, where 81% of respondents said they turn to brand rewards for unique and exclusive experiences. The trend is especially pronounced among younger demographics, with 89% of younger millennials and 86% of Gen Z indicating a preference for experiential activities.
Overall, 66% of APAC respondents reported satisfaction with the rewards and benefits they receive from brands. Millennials recorded the highest happiness levels at 72%, followed by Gen Zs (67%), Gen Xs (65%), and Boomers (56%). The findings point to a growing opportunity for brands to forge stronger emotional connections through access to experiences that might otherwise be out of reach—strengthening long-term brand affinity and loyalty in the process.
Happiness is emerging as a powerful form of brand currency. According to the report, when brands contribute to consumer happiness, it drives more intentional and positive engagement. Among APAC respondents, 46% said they consistently purchase from the same brand, 43% try new products from brands they already use, and 42% recommend those brands to others.
Patterns of loyalty, however, differ across age groups. Gen Xs (49%) and Boomers (47%) are more likely to show loyalty through repeat purchases. Meanwhile, younger consumers express loyalty beyond buying—40% of Millennials and 37% of Gen Zs interact with brands on social media, while 22% of Gen Zs say they would actively defend a brand from criticism, the highest among all groups.
“Consumers expectations for how they find satisfaction from brands have evolved. In today’s transformation economy, consumers are drawn to experiences that enrich their lives far beyond basic consumption—experiences that nurture connection, inspire personal growth, and help bridge the gap between the world they live in and their aspirations,” said Rohan Bhalla, vice president of business solutions for Asia Pacific at Collinson International.
“This transcends rational rewards or simple engagement, delivering true meaningful moments—whether it is travelling to see their favourite band perform live or attending a global sports tournament,” he added.
The report also found that rewards supporting connection and self-fulfilment are key contributors to consumer happiness. Top priorities among APAC respondents include extended perks for family and friends (20%), health and well-being benefits (18%), and personal elite status (15%).
Notably, rewards that foster connection are more valued than those aimed at individual autonomy. Sixty percent of respondents prioritised perks that enhance relationships over those that promote personal fulfilment. This preference increases with age, from 56% of Gen Z to 69% of Boomers.
According to Dr. William von Hippel, renowned psychologist and author of The Social Paradox, “Connection is the innate human need to bond with others, belong to groups, and form meaningful relationships. Autonomy refers to the need to make one’s own choices and pursue individual goals for self-fulfilment and development. At its core, consumer happiness is shaped by a balancing of these basic yet fundamentally opposing needs.”
Dr. von Hippel noted that these generational differences reflect the shifting priorities of different life stages—where younger consumers lean toward autonomy and self-development, while older groups place greater importance on connection and relationships. With rising concerns around loneliness and declining happiness, especially among younger generations, brands are in a position to positively influence lives through shared, meaningful experiences.
The report concludes that the transformation economy is opening new avenues for brands to deliver purpose-driven, emotionally resonant experiences that build loyalty. In this evolving landscape, addressing core human needs such as connection and personal growth can deepen engagement and foster long-term happiness.
“To truly achieve success in the transformation economy, brands must become catalysts of consumer happiness,” said Bhalla. “This means moving beyond traditional loyalty strategies to deliver unique experiences that not only resonate with the distinct needs of every segment and market but also bring greater value and enrich customer lives.”
