Gen Z (born between 1997 and 2012) aren’t just another generation to target; they are pushing brands to be better. Gen Z are not shy about flagging artificiality, and they can sense it more quickly than any other generation before them. For example, if a brand claims to be eco-friendly, promote diversity, and support social initiatives, then they better have the credentials to back this up.
Gen Z, Social Media & Brand Authenticity
Social media plays a significant role in Gen Z buying habits, with 77% of Gen Z using TikTok for product discovery and 72% using Instagram for customer care. What they don’t want is a brand that jumps on a TikTok trend for the sake of it. They want a brand to be socially engaging, with a whole ecosystem of authenticity. There’s no point in having your social media team perform the latest TikTok skit that you think ate and left no crumbs while customer service requests are going unanswered, or, even worse, completely ignored.
“There’s a misconception that engaging with online trends and memes is a silver bullet for brands when it comes to winning over Gen Z. It’s not!” — Casey Lewis, via Sprout Social
Gen Z’s use of social media makes it a powerful channel for showcasing branded merchandise. When promotional products are authentic and shareable, their organic reach can outperform paid campaigns. In fact, SocialInsider reports that organic social media generates 100% more leads than paid.
What Gen Z Really Think About Branded Merchandise
Gen Z see promotional products as more than freebies. Research shows that 90% are likely to recommend brands with high-quality merchandise. However, for this generation, quality alone isn’t enough; they also expect products to be useful, fit their lifestyle, and be backed up with proof of sustainability. Gen Z don’t just want promotional merchandise that simply says it’s eco-friendly – they want this backed up, with 89% of Gen Zers deeming it an essential factor. They want items that are both desirable and long-lasting with credible eco credentials. This movement represents a shift away from budget items that prioritise quantity over quality.
Case Study: Sony Music Rebrand
In support of their new logo launch, Sony Music rolled out a bespoke merchandise package tailored to a Gen Z crowd. The result? Sustainable and stylish items that made a meaningful first impression, exactly what Gen Z looks for in branded merchandise.
How Gen Z Prefer to Receive Promotional Products
A recent Gen Z consumer study by the PPAI indicates that Gen Z’s top preference for receiving branded merchandise is part of a product purchase, closely followed by online giveaways, at events, and as part of a subscription service.
| Preferred Channel | Gen Z Preference |
|---|---|
| As part of a product purchase | 60.8% |
| Through online giveaways | 51.6% |
| At events or trade shows | 37.6% |
| As part of a subscription service | 33.4% |
So, What Branded Merch Does Gen Z Really Want?
If you’re looking for a neat list of ‘Top 10 Gen Z promotional products’, this isn’t it. And for good reason. There isn’t a universal answer because every brand has its own identity, tone of voice, and audience. The products that land with Gen Z shouldn’t be chosen from a checklist; they should be selected because they fit the brand’s personality and prove its values.
That said, industry research does give us a clear picture of what Gen Z gravitates towards when it comes to promotional merchandise. According to the 2024 PPAI Consumer Study, apparel tops the list at 62.6%, followed by fashion accessories (57%) and hygiene and grooming products (52.6%). Drinkware, bags, and even food & beverage items also feature strongly, while more traditional corporate items like pens and desk accessories sit near the bottom. This shows that Gen Z aren’t drawn to the old-school event freebies that once filled goody bags. Instead, they value merchandise they can genuinely use in day-to-day life. A hoodie they’ll actually wear or a bottle they’ll take to the gym carries far more weight than a throwaway pen or keyring. Branded merchandise only works when it connects with their lifestyle and reflects what matters to them, whilst being true to the brand.
Some Examples of Promotional Products That Hit the Mark With Gen Z:
Branded Ocean Bottle
Not just another reusable bottle, each Ocean Bottle funds the collection of 1,000 ocean-bound plastic bottles. A tangible impact Gen Z can track and trust.
Organic Branded Hoodie
Made from 100% organic carded cotton and produced under ethical conditions. Gen Z values comfort and style, but only when it comes with clear eco-credentials.
Customisable Tony’s Chocolonely Chocolate
A sweet treat with a profound message; fully traceable cocoa and a mission to make 100% slave-free chocolate the norm. Gen Z appreciates indulgence when it aligns with their ethics.
Organic Cotton Crew Socks
GOTS-certified and made with cotton grown free from pesticides, GM seeds, or artificial fertilisers. Everyday items become meaningful when they carry a credible story.
Vegan Logo Branded Tote Bag
Made from 80% recycled cotton and 20% recycled polyester, this tote gives waste materials a second life as a practical, eco-conscious accessory. It’s certified by the Global Recycled Standard, Vegan, and the Fairwear Foundation- proof of its sustainable and ethical production.
Each of these products offers more than function; they carry proof of sustainability, ethical sourcing, and real-world impact, which is what Gen Z expects from branded merchandise.
Key Takeaways for Brands
How to get on Gen Z’s good side? Be real, be transparent, be traceable, don’t just jump on the latest trends, focus on building trust. Gen Z are deliberate about where their money goes, and they expect the same deliberate approach from brands. That expectation extends to branded merchandise. Gen Z are not just another demographic to target; they are setting new expectations for brands and holding them to account.
Contact us for traceable and long-lasting branded merchandise for your Gen Z audience, and will help you get it right.
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