Global Rewards in 2026: What People Really Want Experiences, Merchandise, Gift Cards, Purpose and Sustainability
This redemption study from one of the industry’s largest reward fulfillment companies sheds light on worldwide trends on what’s hot in incentive, reward, recognition, and loyalty redemptions. How the Report Was Built: Methodology Based on Actual Redemptions
Key Trends Reshaping Rewards in 2026
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The 2026 rewards landscape is defined by depth of choice, emotional connection, and a growing emphasis on purpose. Programs that succeed in this climate balance experiences, tangible merchandise, thoughtful gift cards, and sustainability options, all tailored to real participant behavior.
As organizations refine their rewards strategies, the message from this report is clear: reward experiences should feel personal, valuable, and aligned with what people genuinely want — not just what’s easy to offer.
In 2026, experiences, merchandise, and branded gift cards made significant gains in worldwide redemptions, according to this CarltonOne insights report: What People Really Want. CarltonOne is a Toronto-based online reward redemption platform founded in 2007.
The latest 2026 Rewards Benchmark Report reveals “explosive global engagement with reward programs — anchored in choice, emotional value, and meaningful impact. With more than $1 billion in redemptions across 190-plus countries, real-world data shows trends that leaders in HR, loyalty, and incentive programs can’t afford to ignore.”
How the Report Was Built: Methodology Based on Actual Redemptions
Unlike many industry trend pieces based on surveys or opinion, the CarltonOne benchmark is grounded in actual redemption behavior, according to the report. It taps into what it says is the world’s largest rewards procurement and fulfillment ecosystem, capturing millions of transactions across merchandise, gift cards, travel, experiences, ESG (environmental, social, governance) options and more. Key points about the methodology:
- It consists of real redemption data, not surveys — reflecting true decisions when participants choose their own rewards.
- It covers 190-plus countries, offering a global lens on consumer and employee preference.
- It includes open loop and branded gift cards, merchandise, travel and experiences, charities and ESG-aligned rewards.
This scale and granularity allow the report to go beyond “popular trends” and illuminate what participants actually redeem — and value, the authors write.
Key Trends Reshaping Rewards in 2026
Experiences are on the rise — but value still lives in choice. Although traditional gift cards and prepaid cards remain strong, experiential rewards — including travel, events, and VIP moments— are growing faster than ever. These experiences deliver memorable emotional value that resonates in a world craving connection and moments worth sharing, the report states.
It adds, experiential rewards are no longer niche: they’re increasingly integrated into global reward mixes, with programs offering everything from entertainment and hospitality experiences to immersive events that deepen engagement.
Merchandise is surging — tangible rewards that stick. One of the biggest surprises of 2026 is the continued growth of merchandise rewards, especially premium branded items. After years where prepaid dominated, tangible goods are now closing the gap — with merchandise growing over 30% year-over-year and capturing nearly a third of global redemptions.
Why? The report suggests that merchandise creates a lasting emotional connection, often serving as a daily reminder of achievement. Premium electronics and aspirational goods are among the fastest-growing items, signaling a shift toward quality over convenience.
This trend aligns with broader industry data showing a preference for meaningful, memorable rewards that go beyond transactional value.
Gift cards still rule — but brand and context matter. Gift cards remain one of the most redeemed reward categories globally — valued for their flexibility and broad appeal. Within the category, there’s a clear shift toward brand-specific gift cards that feel like personalized perks rather than generic payouts, the study asserts. Highlights:
- Branded gift cards now dominate usage, outpacing open-loop prepaid cards.
- Dining, retail and apparel categories are among the most popular selections, reflecting everyday needs and desires.
Sustainability and purpose-driven rewards are advancing. Rewards are no longer just about what you get — they’re increasingly about what they mean. Across the globe, purpose-driven options such as charity donations, tree planting, and carbon offsets are gaining traction, particularly in Europe where eco-friendly choices are twice as likely to be chosen compared to global averages.
Programs like CarltonOne’s Evergrow demonstrate this shift: participants can translate points into real environmental impact, funding millions of trees and offsetting substantial CO₂ — creating recognition that resonates long after redemption. In a broader sense, this movement reflects a growing demand for rewards that reflect personal values, not just personal gain — reinforcing loyalty and emotional engagement simultaneously.
Global patterns: what the world is redeeming. Across regions, redemption patterns vary — but some themes are universal:
- North America still accounts for the largest volume of CarltoneOne redemptions, with prepaid and virtual gift cards leading.
- Europe and APAC are among the fastest-growing markets, with strong demand for experiences and sustainability-linked rewards.
- Latin America and emerging markets show hybrid preferences, with physical merchandise converging with rapid digital adoption.
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