Gen Z’s preference for sustainable products makes it clear where our industry’s priorities should be placed. by Elizabeth Wimbush, CAS The Kids Are All Right IF YOU’VE EVER FELT that Gen Z was judging your company tote bag, you’re not wrong. According to PPAI’s 2025 Promo Preferences by Generation study, 73% of Gen Z respondents said apparel is their favorite type of promo product – but not just any apparel. They’re choosing brands that wear their values on their sleeves, quite literally. Food and beverage items ranked a close second, showing that Gen Z likes things that can be consumed, composted or at least recycled before the guilt sets in. Millennials, meanwhile, still love their fashion accessories (55%) and drinkware (40%), which suggests they’re fueling both caffeine habits and climate concern. Gen X, ever practical, put office items at the top of their list, which is adorable, given that half of them now work remotely in sweatpants. Sustainable Is Stylish What’s striking isn’t just the difference in favorite product categories, it’s the difference in expectations. For younger buyers, sustainability isn’t a feature; it’s an admission ticket. According to The State of Responsibility 2025 report, nearly two-thirds of suppliers earning under $3 million now market more than half their products as sustainable. 24 • DECEMBER 2025 • PPAI Voices | Responsibility Marina Khlopina / Shutterstock.com
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