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Not all promotional products land the same way with every audience. What excites a Gen Z recipient might fall flat with Gen X, and vice versa. To build a winning strategy, you need to look at more than just product categories—you need to understand the psychology behind the swag.
By combining recent data from PPAI and ASI, with industry insights from Commonsku, we can see a clear picture of how each generation engages with branded merchandise.
Gen Z: Personalization, Ethics, and "Merch"
Gen Z approaches branded merchandise with a clear bias toward items that fit their lifestyle, values, and digital habits. While PPAI data shows that apparel tops generational branded merch lists at 73%, followed by Food & Beverage at 58%, the way you present these items matters more than the item itself.
Terminology matters to this group. According to ASI's 2025 End-Buyer Research, 46% of Gen Z prefers the term "merch" over "promotional products," signaling a desire for retail-quality items rather than corporate giveaways.
The Value of Values
For Gen Z, a product is only as good as its impact. ASI research reveals that 84% of Gen Z end-buyers prioritize socially responsible promotional items, and they are significantly more likely to pay extra for sustainable products than older generations.
- Retention Drivers: ASI data shows that Quality (80%), Utility (70%), and Attractiveness (70%) are the top reasons Gen Z keeps an item.
- Made in USA? Not a priority. Less than 60% of Gen Z prioritizes domestic manufacturing, compared to over 80% of Baby Boomers.
The key is personalization. According to recent industry data, 85% of Gen Z values personalization in merch. This group doesn't just want a logo; they want uniqueness.
Furthermore, this generation is natively digital. To reach them, your merch should bridge the gap between physical and digital—think QR codes or social-media-ready unboxing moments. Commonsku insights highlight that this generation expects a frictionless, digital-first buying experience, mirroring their B2C shopping habits.
- Avoid: Traditional office supplies (Only 27% interest) and physical calendars.
- Embrace: Retail-quality "merch," eco-friendly materials, and socially responsible sourcing.
Millennials: Sustainability and Brand Awareness
Millennials occupy the middle ground, balancing a love for style with a need for workplace function.
PPAI data shows Apparel captures 62% of their interest, but unlike Gen Z, they haven't abandoned utility. Office supplies attract 41% and Drinkware appeals to 40%.
The Sustainability Standard
Similar to Gen Z, Millennials are driving the green revolution in promo. ASI reports that over 80% of Millennials prioritize environmentally friendly products. If you are targeting this demographic, sustainable materials aren't just a "nice to have"—they are an expectation.
They are also the generation that believes most strongly in the power of the medium. ASI found that 93% of Millennials believe promotional products are effective at enhancing brand awareness.
They are tech-savvy but appreciate tangible value without a complex digital tether. If you are targeting Millennials, aim for a blend of fashion and function—items that look good but serve a purpose, like sleek commuter backpacks, minimalist tech organizers, or premium tumblers.
Gen X and Boomers: Practicality and Proven Quality
Gen X brings a notably different perspective. They prioritize items with clear, everyday use. While apparel ranks at 61%, the real differentiator is their enthusiasm for the workspace. Data indicates that 52% prioritize office supplies—nearly double Gen Z's interest level.
The "Made in USA" Generation
While Gen Z looks for global sustainability, Baby Boomers (and many in Gen X) look for domestic production. ASI research indicates that over 80% of Baby Boomers prioritize "Made in USA" products, viewing them as a sign of quality and support for the local economy.
This demographic isn't chasing the latest viral trend. They want products that deliver value in their professional lives. Quality matters more than novelty here. When targeting Gen X and Boomers, bet on premium functional items—think high-end notebooks, weighted metal pens, and durable desk accessories.
The Verdict
Apparel works across the board, but that is where the similarities end.
- Gen Z: Wants retail-quality "merch," social responsibility, and personalization.
- Millennials: Want eco-friendly sustainability and brand-enhancing utility.
- Gen X & Boomers: Want high-quality utility, office tools, and "Made in USA" provenance.
The smartest approach? Segment your campaigns. Don't send a stress ball to a Zoomer, and don't send a TikTok challenge to a VP. Match the merch to the mindset.