r e v e li e m a b I’   02 What’s next for loyalty? A sense of belonging is one of humanity’s most basic needs—the feeling of being happy or comfortable as part of a group. In recent years, people have found belonging through interest groups on digital channels, and some of those habits have found a more permanent place in their lives. New technologies are building on the shift in behavior, enabling a new wave of community-first, product-later models that boost customers’ connection with a brand. This will reshape loyalty programs to enable people to participate more in the brands they believe in. On the other side of the coin, it will enable brands to explore new product-areas and enjoy more lucrative customer relationships. + style of romanticist painting, aspect ratio 16:9, change 100 Copyright © 2022 Accenture. All rights reserved. 16