This fluctuation in consumer needs and digital marketing tools calls for the promo industry to adapt as well, says Alok Bhat, PPAI’s market economist, research and public affairs lead. “To remain competitive in this rapidly changing landscape, the promotional products industry must embrace digital transformation,” Bhat says. “This involves more than just a superficial layer of technology; it requires a fundamental integration of digital features that enhance user interaction and engagement.” PPAI Research’s recent survey, “Report for Evolving Promotional Products for the Digital Age: Aligning with Marketing and Advertising Trends,” uncovers the current usage, perception and future expectations for promo products among end buyers and consumers across the U.S. The research also seeks to bridge the gap between traditional appeal and modern digital efficacy. Consumer Insights And Market Trends The survey data indicates a notable shift toward digital integration within promo. Nearly half (45%) of respondents expressed a preference for promo products that connect to digital content or apps (see Figure 1). This preference highlights a broader move toward products that seamlessly integrate into the online lifestyle of today’s consumers. The growing interest is reflective of a larger trend where 70% of end buyers consider a distributor’s digital presence very significant in their decision-making process, and 76% prefer using online platforms to order promo products. Sustainability is also a growing concern among consumers. According to the survey, more than 90% of respondents consider sustainability to be an important factor in their choice of promo products, with 25% finding it extremely important and 34% viewing it as very important (see Figure 2). This substantial interest underscores a broader consumer shift toward environmentally responsible products. Must Read | Consumer Study Fig. 1 | Would you prefer promotional products with features that connect to digital content or apps? For example, a water bottle with a QR code linking to a hydration tracking app, or a notebook with AR features that reveal additional company information or interactive content. Depends on the content: The usefulness of the digital features would determine my preference. Yes: I find digital features appealing and useful. No: I prefer traditional promotional products without digital enhancements. 45.3% 27.6% 27.1% 66 • MARCH 2025 • PPAI
RkJQdWJsaXNoZXIy NzU4OQ==