The recently
released 2021 Incentive Research Foundation Trends Report explores how
incentive and recognition programs will need to be reimagined to motivate a
changing workforce, accelerate recovery, and meet the evolving goals of
post-pandemic companies.”
The top trends
for incentive, reward, and recognition programs in 2021 include:
Increase in Individual Rewards: In 2020, incentives
professionals had a unique opportunity to re-examine the value of individual
rewards. Merchandise, points, gift cards, and individual travel rewards proved
to be powerful motivators and this trend will continue into 2021.
Large Group Events Deferred – But Still a Priority: Organizations continue
to value incentive travel award programs, and many are committed to resuming
large group events, despite a series of delays in 2020 and into 2021.
Moving the Middle: Merchandise and gift
cards proved to be effective motivators to broader audiences during the
pandemic. Looking ahead, smaller reward amounts can be used to “move the
middle” 60% of producers and raise the overall performance of the organization.
Personalization & Choice Increase Impact of Reward: Program owners are
developing innovative ways to include personalization throughout their programs
in order to make a lasting impression on program participants. Increased reward
choice, curated selection, and rewards that align with the organization’s
culture have maximum impact.
Contracting & Contingency Planning Are More Important Than
Ever: The
need for planning for disruptions took top priority as a result of the COVID-19
pandemic. Whether designing a large-scale incentive travel program or a local
experiential reward, contracts need to be carefully reviewed and contingency
plans expanded to anticipate new and evolving disruptions.
Digital Delivery & Virtual Engagement: Many segments of workforce
accelerated the move to working virtually during the pandemic, and many people
will likely continue to work remotely in 2021 and beyond. Many lessons were
learned about the power of virtual engagement and digital delivery of rewards –
and their limitations. Incorporating these lessons into communications
strategies can help drive program adoption and success.
