selecting practical, appealing items that align with consumer lifestyles and preferences.” The online survey captured insights from a nationally representative sample of more than 500 U.S. consumers between the ages of 18 and 26. The data collected from the survey indicates Gen Z’s promo preferences, emphasizing the importance of designing and marketing items that align with their core values. “This data reinforces what we’re seeing in the field, and it shows where the industry is going,” says Nicole Baker, a 2022 PPAI Rising Star and account executive at Glenwood, Minnesotabased American Solutions for Business, ranked the No. 9 distributor in the inaugural PPAI 100. Trend Seekers Apparel (e.g., shirts, polos, pants, dresses, activewear, outerwear, etc.) is the most popular promotional product (63%) among Gen Z, followed by fashion accessories (57%) and hygiene/grooming products (52.6%), highlighting a trend toward stylish, healthconscious and functional items (see Fig. 1). Apparel is also the No. 1 promotional product (68%) that consumers of all ages have acquired in their lifetime, according to PPAI’s 2023 Consumer Survey. Meanwhile, quality remains a key driver for brand loyalty, as 90% of Gen Z consumers are likely to recommend brands with high-quality promo products. “I’ve seen a huge shift away from budget items to a focus on quality and on-trend products,” Baker says. “We’re also doing a lot more campaigns with multiple pieces, kits and an online component, as well as less transactional purchases. This data is a really exciting look at how and what we need to be selling if we want to stay competitive.” Tailoring your distribution strategy to Gen Z’s preferences can enhance brand engagement and customer satisfaction. For example, while most Gen Zers (61%) prefer receiving promo products as purchase incentives, 52% favor online giveaways (see Fig. 2). More than a third (38%) appreciate receiving them at events or trade shows, and 33% like them as part of a subscription service. “They love online giveaways, but usually only when the prize is something covetable and brand-name,” says Samantha Fullerton, senior account executive at Los Angeles-based BAMKO, ranked the No. 4 distributor in the inaugural PPAI 100. “They’re trend seekers who want premium quality merchandise. They’re not afraid of spending more money on quality products, and they want what they want,” Fullerton says. “They’re extremely particular about the fabrics and finishings, and logos are expected to look high-end and be inspired by retail logo/ branding styles.” Gen Z’s Core Values With 89% of Gen Z consumers believing sustainability to be important, it’s vital that promo firms prioritize eco-friendly products to meet this growing demand (see Fig. 3). “To capture Gen Z’s attention, brands must pivot toward eco-conscious products,” Bhat says. “Their pronounced preference for sustainability is now a cornerstone in shaping product development and marketing strategies.” Roughly 82% of Gen Zers consider environmental impact to some degree when using promo products, which means that brands should focus on the environmental footprint of their goods, including packaging and lifespan, to align with these consumers’ values. “Gen Z consumers understand that they vote with their purchases and expect to be able to make informed buying decisions,” says Must Read | Consumer Study As part of a product purchase At events or trade shows Through online giveaways As part of a subscription service 60.8% 37.6% 51.6% 33.4% Fig. 2 | Gen Z's Preferred Channels for Receiving Promotional Products 70 • MARCH 2024 • PPAI
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