In this episode of Data Conversations, we’re joined by Adam Posner, founder and CEO of The Point of Loyalty, and the data-driven loyalty strategist behind some of Australia’s most recognisable brands. Over his 31-year career in direct marketing, Adam has helped shape customer strategies for brands like Accor Hotels, Bupa, Westpac, Mastercard, Bakers Delight and Blue Bungalow. He’s also the founder and brain behind For Love or Money — the definitive consumer research study on customer loyalty in Australia and New Zealand, running annually since 2013.  Adam unpacks the findings from the freshly released 2025 For Love or Money study, now in its 13th Australian edition. We explore how loyalty program preferences are shifting across Australia, why emotional connection still matters, and what businesses can do to create programs that are not just profitable but truly meaningful.