Strategy January 12, 2024
Exclusive Research: Next-Gen Perceptions of Promo
A joint survey from ASI shows that young buyers value quality merch.
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.
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
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