PPAI’s consumer study, Product Power 2026, conducted among more than 5,000 U.S. respondents, reveals a fundamental shift: People now associate branded merchandise with personal relevance, design appeal and emotional connection. That’s why the most successful brands are those that create merchandise people are proud to be seen with. “Consumers don’t want more products, they want better ones,” says Alok Bhat, market economist, research and public affairs lead at PPAI. “They’re rewarding brands that offer thoughtful, functional and emotionally resonant products rather than mass giveaways.” The findings are clear: Branded items are now viewed as experiences rather than extras. Roughly 83% of consumers say receiving a promotional product makes them feel appreciated (see Figure 1), while 90% agree it improves their perception of the brand (see Figure 2). Nearly three-quarters (72%) associate branded merch with positive emotions such as pride, belonging or gratitude. This emotional uplift translates into recall and retention – the two strongest predictors of long-term brand engagement. “Emotional connection has become the new metric of success,” Bhat says. “In an age of digital noise, physical products now stand out precisely because they create something personal, a feeling.” Industry Staples Branded apparel is evolving beyond logo placement – it’s becoming a wearable expression of belonging. Nearly two-thirds (65%) of consumers say they’re very likely to keep a branded product for six months or longer, citing durability, design and material as key reasons (see Figure 3). “When consumers feel good wearing a branded shirt or hoodie, it’s more than marketing,” Bhat says. “It’s identity affirmation, because the product becomes part of their personal story.” Meanwhile, reusable drinkware continues its reign as one of the most loved categories. Nearly three-quarters (73%) of consumers use Figure 1 When you receive a promotional product, how does it make you feel? Figure 2 Promotional products make me feel more positive about a brand. Figure 3 What makes a product feel high quality? Design Durability Material Eco feature Packaging Functionality 65.2% 70.4% 58.2% 25% 32.1% 44% Neutral 14% Indifferent 3% Annoyed 0% Appreciated 83% Agree 42% Neutral 9% Strongly disagree 0% Disagree 1% Strongly agree 48% 62 • DECEMBER 2025 • PPAI Must Read | PPAI Consumer Study
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