The results have been revealed…in our latest research with over 4000 organisations, employees and consumers, a massive 80% of organisations said they have changed some aspect of their reward and incentive initiatives over the past 12 months, prompted by changing employee needs (62%), changing working practices (22%) and changing organisational needs (16%). Here are the 10 BIG R&I trends for 2025:
1.Useful rewards still on the agenda
Last year, we saw the emergence of the trend for ‘useful’ employee rewards, tied to the cost of living crisis. Going into 2025 organisations are still keen to offer useful rewards for their staff. Town & City Gift Cards can be used on everything from filling the fridge to an opticians appointment, new clothes to new tyres.
2. Choice is king
When it comes to rewards and incentives, choice for employees was vital for 89% of firms. Unlike single retailer Gift Cards that can be spent with one brand, Town & City Gift Cards can be spent with an average of 120 local businesses – including the big brands they know and the local businesses they love. Now that’s choice!
3. Gift cards are favoured
Gift cards are still the favoured option for R&I efforts for over 77% of organisations because of their ease of use. Town & City Gift Cards are making it even easier to reward your team this Christmas with digital e-cards to send to multiple recipients in one go – straight away or on a future date. Handy!
4. Support for local is key
A huge 89% of organisations said supporting local businesses/their community was important to their firm. By locking in spend to your community, Town & City Gift Cards have built-in support for local.
5. Expected rewards dominate
There was a preference from 70% of organisations to use planned/expected rewards and just 30% utilising unexpected rewards. Don’t forget the power of an unexpected reward to boost motivation – they’re also an effective way to reward staff tax free using the Small Benefit Exemption scheme.
6. Desire for one size fits all rewards
Even though employers want to gift staff choice, they want a reward that works for everyone, no matter where they live, often leading them to Amazon vouchers. With Town & City Gift Cards, you can pick local Gift Cards from multiple towns and cities in one order – ticking the boxes for ease AND support for local.
7. CSR awareness is increasing
84% of companies surveyed said corporate social responsibility has become more important to their organisation over the past 12 months. If CSR is on your agenda, choosing a local gift card can help demonstrate your commitment to your community.
8. Festive rewards fit the bill
Christmas is the most popular time for organisations to reward their employees. And with Town & City Gift Cards, they can spend their festive treat on their turkey, their Christmas jumper, a meal with loved ones, or anything else they fancy.
9. Purpose and values driving decisions
In the research, 94% of organisations said their rewards and incentives align with their organisation’s purpose and values. Town & City Gift Cards can be used by organisations to proactively demonstrate what they stand for and what they believe in.
10. Staff motivation set to soar in importance
While 43% of organisations said their main objective right now is staff motivation, 60% said they expect this to be their main objective in 2025. With their blend of choice and support for local, Town & City Gift Cards are a sure fire way to boost your team’s enthusiasm.