In today’s dynamic market, brands across industries are racing to demonstrate customer centricity—but the most successful ones go a step further. They aim for a higher order of loyalty: Emotional Loyalty. This isn’t just about points or perks. It’s about inspiring a mindset shift—one rooted in mutual trust, shared values, and a sense of belonging. At Bond, we’ve found that emotional loyalty is the foundation for increased retention, stronger brand advocacy, and ultimately, greater customer lifetime value. 

So, what drives emotional loyalty? One powerful unlock: thinking like a membership organization. 

“When you treat your customers like members, you invest in them. It’s the only way they will invest in you.” - Allen Blue, Cofounder, LinkedIn 

What It Means to Be a Membership Organization

While companies often associate “membership” with a formal subscription or loyalty program, we believe membership is a state of engagement—an ongoing value exchange that evolves with the customer. Whether through product access (e.g., Costco), digital subscriptions (e.g., Adobe), curated experiences (e.g., Lululemon), or community connection (e.g., Nike SNKRS), membership signals something deeper than a transaction. It signals belonging. 

At Bond, our data shows this difference is more than semantic. According to the 2024 Bond Loyalty Report, U.S. consumers are: 

• 2.3X more likely to consider a membership a community vs. a subscription 

• 1.6X more likely to say memberships reward their commitment 

• 1.5X more likely to believe they receive access to perks and benefits through membership 

This shift in perception is a loyalty opportunity waiting to be activated.  

The Mindset of Membership-Driven Brands

Membership is all about the emotion you inspire—it is not what you say, sell, or offer. It’s how customers feel based on the perceived value they receive.  

Robbie Kelman Baxter said it best in her book, The Membership Economy: “What makes a membership organization is the attitude of the organization and the feelings of its members. Membership driven companies focus on providing constant value exchange, leading to better lifetime values and long-term sustainable profitability.”   

Great membership organizations share three core behaviors: 

1. They build for their super users 

   Membership brands are convergent thinkers. They prioritize their most valuable members—not by demographics, but by mindset and behavior. They ask: Who are our super users? What do they value? Then they craft products, benefits, and experiences around those needs. 
   
   "We’re not competitor obsessed. We’re customer obsessed. We start with what the customer needs and work backwards." —Jeff Bezos, Amazon 

2. They maintain a constant value exchange 

   Sustainable membership programs deliver ongoing, evolving value. For super users to stay loyal—and to justify the cost of participation—value must be dynamic, contextual, and personalized. This isn't about more benefits; it's about the right ones. 
   

3. They serve both functional and emotional needs 

   Membership goes beyond what a brand provides—it’s how that value is felt. At Bond, we have developed a proprietary Driver framework that delves into identifying these intangible forms of value, and how they generate brand affinity. Two components of that framework that are of particular interest for membership are  

   • Access: Successful memberships thrive on being able to make members feel special and grant access – sometimes early, sometimes exclusive – to lucrative member benefits.  

   • Know me: They also stand out in their ability to convey members that they are paying attention and acting accordingly; and personalization has a big role to play here – activated through offerings, customized benefits or communications.

Why This Matters Now

In an era where customers are more selective with their time, data, and dollars, emotional loyalty is a brand’s best moat. When membership is done right, it transforms the customer relationship from repeat buyer to invested advocate. 

 That’s why, at Bond, we’re helping leading brands evolve from transactional programs to membership mindsets. Our human-centered design approach, powered by intelligence from The Bond Loyalty Report, ensures that solutions resonate with what today’s members truly value—connection, relevance, and recognition.