Promo Insiders: Totes, Tumblers, Tiny Turtles & Other Swag Gen Z Loves
Olivia Borgula, a student at the University of Maryland and current intern with ASI Media, gives the inside scoop on what giveaways are popular on and off campus.
Gen Z is becoming increasingly savvy about branded merchandise, and they’re more than willing to give what they deem “throwaway swag” a miss. But that doesn’t mean they turn up their nose at free stuff. Instead, college students and others in the younger generation are looking for functional pieces that fit their lifestyles, as well as aesthetically pleasing promo that tells a brand story with creativity and perhaps a dash of cuteness. One surprising hit among zoomers? Live plants.
In this episode of Promo Insiders, ASI Media Intern Olivia Borgula chats with Theresa Hegel, executive editor of special projects & sustainability, about the best promo she’s seen at summer events she’s covered as well as what she and her cohort at the University of Maryland are looking for in the promo products they receive.
“I think being intentional about higher-quality things that people actually use is really important,” Borgula says. “People in my generation can spot when things [are low quality]. They don’t want things they’re just going to throw away.”
Key Takeaways
• Fresh Perspective: Olivia Borgula, a journalism and information science student, brings a fresh lens to the promotional products industry.
• Reflecting Cultural Themes: At both Juneteenth and Pride events in the Philadelphia area, branded merchandise reflected the themes of the celebrations – such as Pan-African colors and rainbow designs – demonstrating how brands tailor giveaways to resonate with event values.
• Functionality Drives Popularity: Items like fans, sunglasses and tote bags (particularly rainbow bags from IKEA) were standout hits due to their practicality and visibility, showing that useful items tend to have greater staying power and brand impact.
• College Students Love Practical Swag: On campus, functional items like phone wallets, coffee tumblers and even live plants are highly valued. These items meet daily needs and reflect a growing interest in sustainability and personalization. However, some merch is prized merely for aesthetic value, such as mini-plushes resembling school mascots.
• Sustainability Is a Must: Younger generations are increasingly critical of wasteful swag. Borgula emphasized that students prefer fewer higher-quality items that are useful and eco-conscious, aligning with broader sustainability trends in promo.
• Universal Language: Promo touches every industry and lifestyle. Whether it’s a plush turtle from a university event or a Trader Joe’s tote, every item tells a story and offers a branding opportunity when done thoughtfully.