What really makes a credit card feel “worth it” in 2025?

In a marketplace where every swipe tells a story, Knit set out to understand what consumers truly value in their credit card rewards — and how expectations around loyalty, value, and trust are evolving. Are consumers motivated by perks, simplicity, or peace of mind? And how do those preferences differ across generations and card tiers?

We surveyed 517 U.S. credit cardholders and collected 101 video responses to uncover the emotional and financial drivers behind card choice, loyalty, and switching behavior.

In this report, you’ll learn:

• Why cashback remains the universal language of rewards, outranking travel and luxury perks across every demographic.
• How annual fees are reshaping perceptions of value, with fee sensitivity rising even among premium users.
• The generational divides redefining credit: Gen Z sees cards as financial tools, Millennials chase lifestyle perks, and Boomers prize stability and trust.
• What’s driving loyalty and churn in a fee-conscious world — from better rewards to lifestyle fit and emotional connection.
• How leading brands like Chase, Amex, and Capital One are viewed through different generational lenses of trust, simplicity, and aspiration.

The future of rewards, Knit found, isn’t about flash — it’s about fit. As consumers demand cards that feel personal, effortless, and genuinely valuable, the new definition of “worth it” goes beyond perks to include clarity, empowerment, and emotional reassurance.

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