Column: UX Across Cultures

Loyalty can manifest across cultures in diverse ways. In an Eastern culture such as Taiwan, communities come together to honor their beliefs and loyalty has deep roots in religious and cultural traditions. On the other hand, in Western societies such as Australia, loyalty often intertwines with Western values of individualism and self-expression—for example, in the way Swifties express their loyalty and deep connections to Taylor Swift’s music and style.

This diversity carries over to the commercial world, in which loyalty programs are forming and adapting for multiple markets. Loyalty programs have become ubiquitous today. According to the data, there are more than 3.3 billion loyalty-program memberships in the United States. Even though the concept of loyalty programs has been pervasive in modern society, it resonates differently across generations, geographies, and cultures. Read More