There’s also a need to strike a balance between innovation and tradition, with certain product categories holding strong. Although there’s a notable shift toward digital and sustainable options, traditional promo products like wearables/apparel: e.g., uniforms, shirts and outerwear (58%) and drinkware (38%) continue to hold substantial value due to their effectiveness in enhancing brand visibility and loyalty. “The challenge now lies in integrating these traditional items with the digital and ecological standards that modern consumers demand,” Bhat says. Identifying Gaps And Opportunities From an end buyer’s perspective, a significant gap persists between consumer expectations for digital features and what is currently offered, despite industry efforts. • Almost 80% of end buyers showed interest in augmented reality or virtual reality previews for product customization, yet such features are rarely offered. • More than half (59%) of respondents said they’re very satisfied with the current level of digital integration from their distributors, while nearly one-third (32%) were somewhat satisfied. The survey also revealed that 67% of consumers are willing to provide feedback on promo products through a digital platform, highlighting a demand for interactive and digitally accessible promotional experiences. “Despite these preferences, there remains a gap in how well promotional products are meeting these digital expectations,” Bhat says. “Consumers expressed a high interest in customization capabilities facilitated by digital tools, yet only a small fraction of promotional products currently offer such features.” Moreover, the report highlights the ways promo products can play a versatile role in brand engagement, complementing digital and traditional media strategies. • Nearly one-third (31%) of respondents believe promo products strongly influence Consumer Study | Must Read Fig. 2 | How important to you is sustainability in promotional products? 24.7% 33.5% 24.3% 11.4% 6.1% Extremely important Very important Moderately important Slightly important Not important at all ktsdesign / Shutterstock.com PPAI • MARCH 2025 • 67
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