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Strategy January 12, 2024

Exclusive Research: Next-Gen Perceptions of Promo

A joint survey from ASI shows that young buyers value quality merch.

By  C.J. Mittica

How do “next-gen” buyers ages 16-30 feel about promo products? We asked them in this exclusive joint survey conducted by ASI Research and Joyce Ng, principal of Springboard Market Research, a research firm that specializes in teens and young adults. In late summer and fall, over 350 Gen Z and young millennials across the country were surveyed about swag and their purchasing habits, among other insights. Ng then presented these findings at the ASI Power Summit, touching on this generation’s proclivity for quality, brands and experiences. Here, we present the findings along with select quotes from survey participants and insights from Ng on how promo pros can put these stats into action. The good news? Next-gen buyers and promo are a great match.

Next-Gen End-User: “I received a mug and I felt like [the advertiser] put time and effort into the swag that they provided me instead of it being cheap or gimmicky. I could see myself using this mug all the time.”

Ng: “Next-gen consumers are quality-conscious – they want things of lasting value.”

woman holding tote bag

Next-Gen End-User: “I love things that are environmentally sustainable, like a reusable bag made from recycled water bottles, and not just cheap plastic.”

What kind of swag or free promo item, worth up to about $15, would most people your age enjoy receiving?

Top responses (open-ended question):

Clothing items such as T-shirts, hats and hoodies

Useful everyday objects like tote bags, water bottles and phone chargers

Next-Gen End-User: “The phone wallet I got from my university was extremely useful.”

Is there any kind of swag that you or people your age get that ends up in the garbage?

Top responses (open-ended question):

Items viewed as useless and cluttering, such as cheap pens, stickers, keychains and low-quality water bottles

Low-quality varieties of certain items such as clothing, sunglasses and drawstring bags

Next-Gen End-User: “Cheap sunglasses that don’t do anything and are bad quality.”

Ng: “This generation is dealing with heavy college debt and high housing costs. They don’t have the extra space or money to waste on poor quality, poor functioning items.”

Ng: “This generation feels experiences provide more lasting pleasure than physical objects. Promo items need to either enhance experiences in the moment or invoke vivid memories of those experiences.”

Ng: “Up the appeal of products by tweaking tried-and-true items with creativity and surprise: an untraditional version of a brand logo, a logo in an unexpected spot. Little tweaks like this can imbue an item – and its owner – with that desired touch of individuality.”

Travel and adventure activities were the top responses for a hobby or activity that next-gen would like to try.

skydiver

Next-Gen End-User: “I would like to go skydiving one day because it’s a once in a lifetime experience.”