The pandemic shifted a lot of things for many of us. From the way we showed up at work, (or don’t show up), to the way we socialise with our friends.
It changed the way we fill up our grocery carts, (extra toilet paper anyone?) to how much it costs to fill up our fuel tanks (gasp!) In fact, it feels like there are not a lot of areas in our lives that haven’t been affected by the happenings of 2020.
Why should Corporate Gifting be any different?
It isn’t.
Covid Causes the Corporate Gifting Market to Explode
According to Forbes.com, a new study estimates the corporate gifting market will reach $242 billion in 2022, and will continue to grow at an accelerated 8.1% through to 2024.
That’s a lot of packing peanuts and cellophane.
Why would a global pandemic have such a significant effect on the corporate gifting sector you may ask?
Great question.
The answer lies in our need for connection, acknowledgement and appreciation. Human beings thrive on these things. In a time when human interaction was limited to unhealthy lows, people sought out alternative ways to forge deeper connections.
Corporate gifting filled that void and thus, the gifting industry boomed.
The After-effects and How It Affects the Gifting Sector
Now that the pandemic is largely behind us, many industries are still embracing the nomadic lifestyle it afforded and employees and entrepreneurs are operating from all sorts of interesting environments.
Coffee shops, beaches and airport lounges are the new corporate boardrooms only now, people don’t gather round the water cooler anymore. They work on their laptops, with their headphones in and diligently avoid direct eye contact with anyone other than their waiter.
While this ‘new normal’ brings forth many wonderful advantages, sadly, human connection is not one of them. So, when faced with this strange new reality, it stands to reason that we would lean on a ritual that has been observed for centuries, in order to combat the weakening social climate.
Origins of Gift Giving
Studies on human behaviour conducted by psychologists, anthropologists, economists and marketers have all found that gift giving is a surprisingly complex and important part of the human experience. It allows us to define relationships and strengthen bonds. (NY Times).
When to Gift?
To strengthen bonds in the workplace, it can be really powerful to corporate gift in order to:
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- Acknowledge client birthdays
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- Commemorate corporate occasions
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- Foster brand awareness at events and conferences
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- Celebrate employee anniversary’s or
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- Simply extend a token of gratitude,
…all through the art of gifting.
And it is an art.
If done correctly, gifting can be a poetic and beautiful way to convey your message while stirring up positive feelings in the recipients – as well as yourself.
Need a Timely Excuse to Gift?
If you are looking to deepen connections with clients or staff, and you just need an excuse to send a gift, there’s always a great one coming up – think National holidays, special days that ring true to your brand and align with your vision, values and purpose.
To be fair, everyday is as good a reason to celebrate someone as any.
Sources:
Forbes.com: https://bit.ly/3BeQ1Q4
NY Times: https://nyti.ms/3Bd8Zql
Psychology Today: https://bit.ly/3THPX2x
