Branded products are an advertising staple used by companies and organizations to get the word out about their organizations, increase brand loyalty, and strengthen their brand image. But did you know that different consumer segments feel differently towards the most common promotional products?

Research from ASI tells us that overall, promotional products are U.S. consumers’ favorite form of advertising–and this is true regardless of gender, region, or age group. However, some important differences arise between groups when we dive deeper into the kinds of promotional products they’re looking to receive.

For starters, environmental consciousness has been at the forefront of promo discussions for some time now. Businesses that provide promo, and those who use it, are putting the extra effort in to make sure they offer branded products that are high-quality, reusable, and made ethically with recycled or sustainable materials. While environmentally friendly products are widely seen as the way forward, there are specific cohorts who are especially likely to appreciate eco-conscious promo. These groups include:

• Women - While both men and women show interest in environmentally friendly products, women show a stronger preference for them. In a 2023 study by ASI, half of American women said that they would feel more favorable towards a company that gave them an environmentally friendly promotional product, compared to four in ten men who said the same.

• Gen Z - Recent research from PPAI shows us that Gen-Z consumers highly value environmentally friendly products. 89% say that sustainability is important in a promotional product, and 45% consider it very important.

Within the U.S., we also see some important differences in the products that are the most impactful between genders, age cohorts, and regions of the country.

Notably, men show a strong response to promotional apparel. The top three most influential promo products among men are outerwear, performance wear, and polo shirts. While outerwear and performance wear also make women’s top three, women also find health and safety-related products to be particularly impactful.

Outerwear continues to emerge as an especially effective promotional product category. In ASI’s 2023 ad impressions study, outerwear emerged in the top two most effective promotional products across all age groups, and it was rated the number one most effective promo category across all US regions.

Besides the dominance of promotional outerwear, some product categories seem to be more effective in certain areas of the country. For example, polo shirts are more influential in the southern US than anywhere else, while drinkware is the most impactful in the Southeast, the Midwest, and the Pacific.

Knowing which products are preferred by different demographic groups can give valuable hints as to what kinds of products you should consider to promote your business. However, every brand and audience is different; so although stats like these can be helpful guidelines, the most important thing is to know your brand, your target audience, and your goals; and choose a branded product that aligns with your unique business!