Corporate gifting is more than giving tokens.
It is the representation of an organization’s values, identity, and vision for the future.
Businesses are recognizing that gifts are not gifts anymore; a gift is a touchpoint that can strengthen relationships between an organization and its employees, clients, and partners. Personalization and sustainability define our world now, and when gifts are given, we as brands are showcasing our commitment to sustainability and culture with our gift decisions. From thank-you gifts that create loyalty to sustainable products with eco-conscious packaging and everything in between, modern corporate gifts are so much more about meaning and impact than they are about spending money just to spend.
Five Trends Redefining Corporate Gifting Practices
Companies looking to create an authentic connection and illustrate brand values are adapting their gifting practices with cultural trends and sustainability targets. Here are five trends currently impacting the corporate gifting space.
- Speed and Convenience with Ready To Ship Gifts
One of the most interesting new trends is the establishment of gifting solutions that put an emphasis on speed in parallel to quality. The ready-to-ship gifts category gives organizations the capability to send gifts within time frames while being proactive in providing fresh and curated gifts. New gifting solutions, such as ready-to-ship gifts, are ultimately very beneficial in today’s workplace, especially during client onboarding, internal employee recognition, and seasonal celebrations when there is not a lot of time to plan an event.
- Personalization as a Core Expectation
Modern-day gift recipients are more aware of the value of gifts that feel intimate and personalized, as opposed to generic gifts in delivery or similarity. Organizations are utilizing technology and design practices to include some personalized dimensions—hand-signed greeting cards, engravings, custom paper, etc., all of which reflect the recipient’s identity. This extends beyond simply changing a name or logo and pivots to create an experience that feels personal and memorable. Personalized gifts weave the narrative that each relationship counts and that the recipients are more than just a business contact; they are a valuable partner in the larger journey.
- Emphasis on Sustainability and Eco-Friendly Choices
In a very short period of time, sustainability has quickly emerged as a dominant factor in corporate decision-making, including corporate gifting. Companies are now making purchases based on sustainability; examples of this are eco-friendly packaging, reusable items, and products that are sustainably sourced. Not only will these decisions reduce the environmental impact of gifting, but they also reflect the values of your environmentally conscious clients and employees. Sustainable corporate gifting demonstrates responsibility, forward-thinking, and authenticity. It portrays a company that recognizes the responsibility it has to create a greener future while also building its own brand reputation with an audience that is increasingly driven by sustainability and ethical brand values.
- Experiences Over Material Goods
Another big change in corporate gifting is the embrace of experiences over physical gifts. Physical gifts do still have value, but businesses are gifting more and more experiences (like wellness subscriptions, workshops, or special events). Experiences engage a recipient on a deeper level and create lasting memories that sometimes will resonate much stronger than a physical gift. With experience, businesses can create points in time when their recipients are having fun and have brand loyalty with a positive emotional connection. To companies, this means they provide an experience that someone will always relate a positive emotion and moment to their brand. This leads to a stronger, longer-lasting connection.
- Hybrid Gifting for Remote and Global Teams
As digital workplaces and global teams are now common practice, corporate gifting approaches have had to adjust to a more diverse, dispersed audience. Hybrid gifting refers to finding an assortment of gifts that are easy to ship across multiple locations while also remaining personal and considerate. Digital gifting also provides e-gift card options alongside physical tokens to build a gifting experience that is meaningful while bridging the gap between online and physical experiences. Additionally, hybrid gifting is a way to ensure that everyone has the opportunity to be included and celebrate meaningful milestones and achievements, no matter their geographical location, all while maintaining consistency in messaging and brand values.
End Point
Corporate gifting has become a reflection of the latest in business culture’s focus on personalization, speed, sustainability, and inclusivity. Whether it is the efficiency of the ready-to-ship gifts, the thoughtfulness of personalization, or the conscientiousness inherent in sustainable gifting, gifts today are about making deeper relationships that last. Corporate gifting is about learning how to adopt these trends to ensure that their gifting strategies not only provide delights for gift recipients but also authentically align with the principles and values of what matters most in today’s society.