Promotional Products by Generation

A branded item that lands perfectly with a 28-year-old may sit in a drawer unused by a 58-year-old. Not because one group values promotional products more than the other, but because what each generation looks for in a branded item, why they keep it, what they call it, and how they respond to it, differs in ways that are measurable and actionable.

ASI Research surveyed promotional products end-buyers across four generations: Gen Z, Millennials, Gen X, and Baby Boomers. The findings reveal a clear picture of generational preferences that should inform how organizations approach branded merchandise by generation. This post synthesizes all the data into a practical guide for building smarter, more targeted swag strategies.

Ready to build a merch program calibrated to your specific audience? Browse our catalog or contact our team to get started.

The One Thing Every Generation Agrees On

Before examining the differences, it is worth noting the most remarkable finding across the entire generational dataset: every generation, across the board, views promotional products as an effective medium for improving brand awareness. Not most generations. All of them.

Gen Z leads on business conversion impact at 78 percent, meaning younger audiences are more likely to take action based on a promotional product they valued. But the effectiveness belief is essentially flat across all four generations, ranging from 90 to 94 percent. This is the foundation on which every other finding in this data rests: branded merchandise works for every generation. The strategic question is how to match the right item to the right audience.

Takeaway: Promotional products are effective across all four generations. Execution and relevance determine the outcome.

What Each Generation Calls Branded Merchandise

One of the more revealing findings in the generational data is that each age group has a meaningfully different preferred term for the same product category. Understanding how each audience describes branded merchandise helps organizations communicate in the right language when presenting programs, ordering options, or sending branded items.

Gen Z calls it "merch" by a clear plurality at 46 percent, the highest single-term preference of any generational group in the study. Boomers prefer "promo products" at 40 percent. Gen X and Millennials sit in between, with more evenly distributed preferences. The word "freebies" scores only 3 percent with Boomers, suggesting this generation treats branded items as a legitimate medium rather than a throwaway gesture.

Why Each Generation Keeps a Branded Item

Perhaps the most strategically useful data in the entire study is the generational breakdown of why people keep promotional products. The gap between utility and quality as primary drivers, and how it shifts across age groups, has direct implications for what to order and how to present it.

Gen Z is the most utility-driven generation by a wide margin, with 84 percent keeping items for utility and attractiveness ranking unusually high for a retention driver at 60 percent. This combination reveals a Gen Z expectation that a branded item should be both functional and visually compelling.

Millennials are the only generation where quality and utility tie exactly at 70 percent each, making them the most quality-conscious of any age group. For Millennial-targeted gifting, execution quality is non-negotiable in a way that it is not for other generations.

Gen X leads on utility (78 percent) and scores higher on attractiveness (40 percent) than Boomers, suggesting a dual preference for functional items that also look good. Boomers are the most quality-over-attractiveness generation, with 63 percent keeping items for quality and only 40 percent for attractiveness.

Takeaway: Utility wins across all generations, but the relative weight of quality and attractiveness shifts significantly by age group.

How Sustainability Preferences Shift by Generation

Sustainability credentials matter to all four generations, but the specific dimensions that lead, and the relative intensity, vary in ways that affect sourcing decisions.

Baby Boomers lead every sustainability category except social responsibility, where Gen Z holds the top position at 84 percent. Boomers place the highest premium on environmentally friendly materials (87 percent) and Made in USA sourcing (81 percent), both the highest figures of any generation. For Boomer-targeted gifting, domestic sourcing and environmental responsibility are the most powerful credential signals.

Gen Z inverts the Boomer pattern: social responsibility leads at 84 percent while Made in USA scores the lowest of any generation at 58 percent. Gen Z cares deeply about how products are made and who makes them, but country of origin is less important than ethical production standards.

Millennials are the most balanced generation on sustainability, with all three dimensions scoring between 65 and 81 percent. For Millennial audiences, a holistic sustainability story that covers environmental, social, and sourcing credentials will resonate more broadly than a single-dimension claim.

For sustainable merchandise options across all categories, see our post on sustainable promotional products.

Gen Z: The Merch-Native Generation

Gen Z's relationship with branded merchandise is shaped by digital culture, creator economy norms, and a generation that grew up treating "merch" as a legitimate consumer category rather than a corporate giveaway. Ninety percent view promotional products as effective for brand awareness, more than any other generation surveyed, and 84 percent say they would view an advertiser more positively after receiving brand-name promotional apparel.

What sets Gen Z apart beyond the headline numbers:

• They call it "merch" at 46 percent, the strongest single-term preference of any generation, reflecting their cultural framing of branded products as collectibles rather than giveaways
• Attractiveness ranks unusually high as a retention driver at 60 percent, second only to utility, meaning visual design is a genuine functional requirement for this audience
• Nearly half (48 percent) believe AI will significantly affect their daily lives in the next three years, the highest of any generation, making tech-forward items a natural fit
• Social responsibility scores highest of any generation at 84 percent, making ethical sourcing a baseline expectation
• Seventy-eight percent say they would be more likely to do business with an advertiser after receiving valued promo, the highest business conversion figure of any generation

Favorite items reflect the Gen Z aesthetic and utility mix: a comfortable hoodie, a Stanley cup, device-cleaning wipes, customized Nike shoes, a food and beverage kit, a color-changing cup, and a pop-it stress ball. The breadth of this list, from premium brand-name items to playful novelty pieces, reflects a generation comfortable with both ends of the branded product spectrum.

For Gen Z-targeted gifting, see our post on team identity packs and internal culture swag and our guide to onboarding swag kits for how to welcome younger employees with items that resonate.

Takeaway: Gen Z is the most merch-receptive generation but also the most design-conscious. Items must be visually compelling, ethically sourced, and brand-name where possible.

Millennials: The Quality-and-Utility Generation

Millennials are the only generation where quality and utility tie as equal primary drivers of retention, both at 70 percent. They also lead on brand-name apparel impact at 78 percent, the highest figure of any generation in the end-buyer research, meaning premium branded clothing from recognized brands produces a stronger positive response with Millennials than with any other age group.

Key Millennial data points:

• Ninety-three percent view promotional products as effective for brand awareness
• Quality and utility tie at 70 percent each as retention drivers, unique among all generations surveyed
• Seventy-eight percent would view an advertiser more positively after brand-name apparel, the highest of any generation
• Seventy-nine percent have purchased promo products from an e-commerce site, reflecting strong digital purchasing comfort
• Environmental credentials score 81 percent and social responsibility 79 percent, both strong
• Twenty-nine percent believe AI will significantly affect their lives, with a balanced positive/negative split (38/27)

Favorite items are practical and versatile: a zip-up fleece, visor and sunglasses, car floor mats, a custom jersey, a pizza cutter, a USB cord, and a screwdriver. The mix of lifestyle, automotive, and home utility items reflects a generation in full family-building mode with broad daily-use contexts for branded items.

For Millennial-targeted premium apparel strategy, see our post on premium branded headwear and our branding guide on wearable placement rules.

Takeaway: Millennials are the most quality-sensitive generation and the most positively influenced by brand-name apparel. Premium execution is essential.

Gen X: The Utility-First, Quietly Discerning Generation

Gen X is the generation most likely to have strong, established preferences and least likely to make a fuss about them. Ninety-two percent view promotional products as effective for brand awareness, eight in ten have purchased promo from an e-commerce site, and utility leads retention at 78 percent. What distinguishes Gen X is that attractiveness ranks higher for them (40 percent) than for Boomers, while quality lags behind utility more sharply than it does for Millennials.

Key Gen X data points:

• Utility leads at 78 percent, well ahead of quality at 55 percent
• Attractiveness scores higher than for Boomers at 40 percent, suggesting Gen X wants items that are practical and not embarrassing to display
• Made in USA and socially responsible both score 72 percent, reflecting balanced domestic and ethical sourcing values
• Twenty-nine percent believe AI will significantly affect their lives, equal to Millennials, with a mostly positive AI view (50 percent positive)
• Point of reference retention is the lowest of any generation at 20 percent, meaning Gen X keeps items for use, not as reminders

Favorite items are eclectic and lifestyle-oriented: a pet leash, a YETI cooler, binoculars, a keychain flashlight, golf balls, a cell phone stand, and a blanket. These are items that fit into active, outdoor, and home-based daily routines and reflect a generation that expects branded gifts to earn a place in real life, not just sit on a shelf.

Takeaway: Gen X wants practical items with enough visual quality to be worth keeping in plain sight. Utility is the filter; aesthetics are the tiebreaker.

Baby Boomers: The Highest Standards, the Strongest Sustainability Values

Baby Boomers have the highest belief in promotional product effectiveness at 94 percent and lead every sustainability category. They are also the most skeptical about AI (32 percent negative, the highest of any generation) and the least influenced by brand-name apparel prestige (two-thirds, lower than all other generations). What they do respond to, powerfully, is quality utility items that are made responsibly and built to last.

Key Boomer data points:

• Ninety-four percent view promotional products as an effective advertising medium, the highest of any generation
• Utility leads at 77 percent, with quality strong at 63 percent
• Environmentally friendly leads sustainability at 87 percent, the highest of any generation or industry in the entire ASI study
• Made in USA scores 81 percent, second highest of any segment surveyed across generations and industries
• AI negative sentiment is 32 percent, the highest of any generation, with only 45 percent positive
• Two-thirds would view an advertiser more positively after brand-name apparel, lower than other generations, meaning the premium brand halo effect is less powerful for this audience

Favorite items are practical, classic, and travel-ready: a baseball cap, a polo shirt, a computer charger, a tool kit, luggage, a car air freshener, and a windbreaker. These are items that serve genuine daily and travel functions without novelty or trend dependency. Boomers want things that work and are built to last.

Takeaway: For Boomer audiences, lead with utility, environmental credentials, and domestic sourcing. Avoid technology-heavy or trend-forward items.

What Each Generation Wants to Receive

The consumer research data also identifies the specific product categories each generation most wants to receive as branded merchandise. This is the most directly actionable table in the study for sourcing decisions.

Gen Z's preference for drinkware and tech accessories aligns directly with their utility-and-attractiveness retention profile. Millennials split between apparel and everyday-use items, consistent with their equal quality-utility weighting. Gen X and Boomers both lean toward apparel, particularly outerwear, which maps to the utility and quality priorities of both generations.

For a full breakdown of how to select and source items in each of these categories, see our posts on branded notebooks and journals, summer event swag and outdoor product selection, and small business promotional products by category.

Brand-Name Apparel Impact Across Generations

One of the most consistent findings across both the end-buyer research and the consumer research is that brand-name promotional apparel produces a positive perception effect for all four generations, with a clear gradient from younger to older audiences.

The gradient is consistent: younger generations respond more strongly to brand-name apparel. Gen Z and Millennials are the most influenced, Boomers the least. For organizations making investment decisions about premium apparel, this data provides a clear prioritization framework: the younger the primary audience, the stronger the return on brand-name apparel investment.

For guidance on sourcing premium branded apparel for different generational audiences, see our post on premium branded headwear and our overview of branding placement rules for wearables.

AI Sentiment: A Generational Divide

The generational data on AI sentiment reveals a clear pattern with direct implications for how to frame tech-forward branded items with different audiences.

Gen Z leads on AI impact belief at 48 percent while Boomers have the highest negative AI sentiment at 32 percent. For promotional product strategy, this suggests that items with visible technology integration, smart features, or innovation-forward branding will land better with Gen Z and Gen X audiences than with Boomers, who are more skeptical about technology's role in daily life.

Build Your Generational Merch Strategy

The ASI generational data makes one truth unmistakable: promotional products by generation is not a one-size-fits-all strategy. The same organization serving employees, clients, or event attendees across multiple generations needs to calibrate its branded merchandise decisions to the specific preferences of each audience segment.

A practical summary to close:

• For Gen Z: lead with visually compelling merch, brand-name items, and socially responsible sourcing. Drinkware, tech accessories, and bags are the most wanted categories.
• For Millennials: match quality and utility equally, invest in premium brand-name apparel, and cover the full sustainability spectrum. T-shirts, pens, and drinkware lead.
• For Gen X: utility first, domestic sourcing matters, and items should be attractive enough to be kept in plain sight. Caps, outerwear, and T-shirts lead.
• For Baby Boomers: utility and quality, strong environmental and domestic sourcing credentials, and classic functional items. Polo shirts, outerwear, and pens lead.

Award Maven helps organizations source branded merchandise calibrated to any audience, any generation, and any budget. Browse our branded swag catalog to explore options across every category, or contact our team to build a generationally targeted merchandise strategy for your organization.

Frequently Asked Questions

Do different generations have different preferences for promotional products?

Yes, significantly. ASI research across four generations shows meaningful differences in what drives item retention, which sustainability credentials matter most, how strongly brand-name apparel influences perception, and what product categories each generation most wants to receive. Gen Z prioritizes utility and attractiveness with strong social responsibility values. Millennials weight quality and utility equally. Gen X is utility-first with attractiveness as a secondary driver. Baby Boomers emphasize utility, quality, and environmental and domestic sourcing credentials.

What branded merchandise does Gen Z want most?

According to ASI consumer research, Gen Z most wants drinkware, bags, tech accessories, and stickers or lanyards. Gen Z is also the generation most likely to keep items for attractiveness alongside utility, making visual design a functional requirement. They prefer the term "merch" over all other options and have the highest positive response to branded merchandise as a business conversion driver at 78 percent.

What promotional products do Baby Boomers prefer?

ASI research shows Baby Boomers most want polo shirts, outerwear, and pens. They are the most utility-focused and quality-conscious generation after Millennials, lead all generations on environmental (87 percent) and Made in USA (81 percent) sourcing preferences, and have the least positive response to brand-name apparel of any age group. Practical, durable, domestically made items perform best with this audience.

Which generation responds most strongly to brand-name promotional apparel?

Gen Z and Millennials respond most strongly to brand-name promotional apparel, with 84 percent and 78 percent respectively saying they would view an advertiser more positively after receiving it. The effect decreases with age, reaching two-thirds (approximately 67 percent) for Baby Boomers. For organizations prioritizing brand-name apparel investment, younger audiences generate the strongest return.

Is sustainability important across all generations for promotional products?

Yes, across all four generations, sustainability credentials score meaningfully in purchasing decisions. However, the leading dimension varies by generation. Gen Z leads on social responsibility (84 percent). Baby Boomers lead on environmental friendliness (87 percent) and Made in USA (81 percent). Millennials are the most balanced across all three sustainability dimensions. Gen X places equal weight on Made in USA and social responsibility at 72 percent each.

Where can I order generationally targeted branded merchandise?

Award Maven sources branded merchandise tailored to any audience, generation, industry, or occasion. Browse our branded swag catalog to explore options across all categories, or contact our team for a personalized recommendation based on your generational audience mix and goals.