Incentive and Recognition Insight on a Global Scale
Incentive Marketing Association (IMA) releases global report results
MINNEAPOLIS, MN – April 24, 2025 – The Incentive Marketing Association (IMA) undertook an extensive year-long global research project to deliver data that is designed to empower members and non-members with actionable incentive and recognition insights. The report, known as the Incentive & Recognition Insights 2025, synthesizes insights from over 600 executives worldwide, offering comprehensive global benchmarks and trends for organizations looking to optimize their incentive and recognition strategies.
“We hoped this study would give the IMA a unified voice to represent the global industry, strengthening our brand identity and providing value to our members, new and existing," says Fintan Connolly, Consultant at Engage Loyalty, Research Chair, and past President of IMA Global. “Every member makes us stronger as an association and creates more business opportunities for everyone in our network.
Rik Luttmer led our research team, working closely with representatives from every IMA chapter and industry group. We gathered input from more than 600 industry professionals around the world over several months to ensure the data truly reflects our global industry. We ran a comprehensive survey to get hard numbers and benchmarks, and we collected open-ended feedback and regional insights so we could capture the stories and context behind the numbers."
The global report provides an overview of the incentive and recognition market, with regional, industry specific, and benchmark comparisons, allowing members of the IMA to share cross-market knowledge. As part of the global report, nine exclusive reports were developed, providing domain and geographic-region-specific insights. This includes four geographic reports, covering North America, Latin America, Europe, and Middle East, Africa and Asia Pacific, helping organizations localize their strategies while aligning with global standards. There are also five industry reports tailored towards the perspective of each industry's specific offerings, challenges and trends. These include Gift Cards, Merchandise, Solution Providers, Travel, and Recognition Professionals.
The Incentive & Recognition Insights 2025 report was made possible through the support of IMA Research Partners,
Blackhawk Network (BHN),
Hinda Incentives, and
Touch Incentive and IMA Research Supporter
Tillo. Their support enabled the IMA to scale the study globally, offering reliable statistics, real-world examples, and strategic insight for helping grow the incentive marketplace. The survey was conducted among incentive professionals, both members and non-members, exploring the past, present, and future sentiment of both the organizations running incentive and recognition programs and the broader industry ecosystem.
According to Jeffrey Brenner, CPIM, Executive Committee President at IMA and Director of SEIKO Watch of America, “Informed current members and new members make for a stronger organization and lay the groundwork for the data to be disseminated to entice individuals to make the incentive industry their career path. This puts focus on our mission statement, that we are the local, national, and global industry voice advocating and promoting the use of incentives and recognition to improve business performance.”
As to the data representing a global market, Connolly commented, "I was struck by how aligned many of the trends were across all the reports, whether by region or sector. For example, the push toward more personalized, digital incentive programs came up everywhere, which tells me these are truly global shifts. At the same time, we saw unique nuances in each region, different popular reward types or local challenges, showing that local context still matters even as our industry becomes more globally unified."
By compiling global, relevant and current data, the survey covers universal relevance and industry tailored information, providing a dual lens for both the present state of the market while projecting its future growth.
According to Connolly, "Right now, the data available in our industry is fractured. One unique benefit of this new study - and what makes it truly ground-breaking - is that it brings together and summarizes all that information in one place. No one has done that before across global regions and industry stakeholders.
For our members, this report offers a clear picture of where the market is headed, so they can plan ahead and build effective strategies for the future,” says Connolly. “It also arms them with credible data to educate the market, which I believe will help them grow their own businesses.”
The report offers practical and tactical solutions for every organization’s internal and external strategies. “When looking at non-members or those looking to develop a program within a corporation, the results are a roadmap for them to utilize as a structured path,” says Brenner. “Additionally, it expands their understanding of the critical importance of using an Incentive professional for accomplishing their goals. We feel at the IMA this far-reaching study has something for everyone no matter how much or little is consumed.”
Access to the study is available for IMA members and is available for download on the
IMA website.