You are offered a free ebook, but it’s not free, it includes confirmation of your email and now you are on their email list. You are buying a coffee, groceries, or clothing and you share your loyalty card to earn points and free products..

‘Have one on us on your birthday!’ – the price is your name, email, phone number, date of birth, and maybe even address.

The discounts and rewards change, and each time they do, it’s free advertising for the company. Double points days and bonus point items give you a sense that you are saving money. You are spending a little less, but you aren’t saving anything.

Loyalty isn’t always about shopping, sometimes it’s about information. E-mail lists, Reddit and Discord communities, and Facebook groups all offer the inside scoop. Membership means access to information and insights, and you can choose to pay or not. Maybe a book will be for sale at some point. You can join the Substack for free, and only pay if you want to. Watch on Twitch for free or pay a little monthly. Watch a livestream on TikTok for free, or pay with nominal donations of digital hearts and roses.

Discounts, free items, and only pay if you want to… but know this, your loyalty is being purchased. That’s not necessarily a bad thing, but there is a price you pay, even if it’s just for your attention.