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The Future of Incentives Is Gift Cards. Runa Gets You There First

Insights
2 min read
by Eleanor Hermon
April 25, 2025
The Future of Incentives Is Gift Cards. Runa Gets You There First

The Incentive Marketing Association (IMA) has recently delivered a global report, The Incentives & Recognition Insights 2025 Global Report. It focused on a comprehensive understanding of what truly drives success in incentive and recognition marketing. The resounding message is clear: positive sentiment towards incentive marketing is strong, with a remarkable 86% of executives globally rating their organization's recent sentiment as positive or very positive. Within this landscape, one incentive type stands out for its current importance and future potential: gift cards.

Here are some key lessons we picked up from this comprehensive report.

1. Make Gift Cards a Priority: 63% of Executives Agree They Hold Major Importance

The report underscores the pivotal role of gift cards in client initiatives, with a significant 63% of executives considering them to hold major importance. This dominance is further emphasized by the projection that a robust 61% of executives worldwide expect growth in gift card incentives. This anticipated expansion outpaces even travel incentives (52%) and experiential rewards (49%), firmly establishing gift cards as a cornerstone of future incentive strategies.

2. Prioritize Diversity of Choice: Flexible Gift Cards Lead Expected Growth at 55%

Interestingly, the report delves into the nuances of gift card preferences among IGCC-profile executives, revealing that Universal Gift Cards (55%) and Multi-Store Gift Cards (51%) are anticipated to experience the most significant growth, closely followed by the emerging area of Crypto Gift Cards (47%). This clearly highlights the evolving landscape within the gift card sector itself.

Beyond specific gift card types, the report also identifies other crucial incentive categories frequently included in programs, such as Electronics and Technology (51%), Entertainment and Leisure (48%), and Travel and Hospitality (47%), underscoring the types of rewards that resonate strongly with recipients.

3. Create Moments That Matter 

The IMA report provides dives into the mechanisms and moments of reward implementation:

  • Points-based rewards (74%) are the most frequently employed incentive mechanism, indicating a preference for flexible and accumulative reward systems where gift cards serve as a valuable redemption option.
  • Achievement rewards (67%) are the most common recognition moments, emphasizing the power of tangible rewards like gift cards in celebrating milestones and reinforcing successes.
4. Address Key Challenges: Fraud Prevention Remains Paramount 

The report sheds light on the challenges and opportunities within the incentive market. Within the gift card domain, fraud prevention (59%) stands out as the most frequently cited key challenge, followed by regulatory compliance (37%) and technology updates (36%).

Looking ahead, API-driven solutions (56%) are identified as a key trend shaping the future of the gift card industry, alongside the digital-first shift to e-gift cards (38%) and data-driven gifting (37%). These trends underscore the increasing demand for agile, secure, and digitally-native gift card solutions.

Runa: Your Strategic Partner in the Expanding World of Gift Card Incentives

At Runa, we're not just observing these trends - we're actively shaping the future of gift card incentives and are ideally positioned to be your strategic partner. The insights from the IMA global report strongly reinforce our strategic direction and the value we bring to our clients:

  • Embracing digital transformation: Runa offers an unmatched network of global, digital payouts all built for seamless delivery and access.
  • Prioritizing security: We understand the critical importance of fraud prevention and Runa Assure guarantees robust security measures to protect your programs and recipients.
  • Championing integration: The Runa API is designed for seamless integration with your existing platforms, ensuring a smooth and efficient workflow.
  • Harnessing the power of data: We provide the tools and insights to leverage data for personalized and effective incentive campaigns.
  • Facilitating choice and flexibility: We offer a wide range of gift card options and the Runa Payout Link empowers recipients to choose how to spend, catering to the growing demand highlighted in the report.

The IMA's global research provides a clear and compelling roadmap for the incentive marketing industry, and the prominent role of gift cards is undeniable. Runa is strategically positioned to empower businesses to capitalize on this significant growth, providing secure, flexible, and innovative gift card solutions that drive engagement and achieve tangible results.

What are your biggest opportunities and challenges when it comes to leveraging gift cards in your incentive programs? If you want to learn more about how Runa can power impactful incentives for your business, take a tour and speak to an expert today.

You can access the full global report, plus the regional reports here.