From Basic to Bold: How the Promotional Merchandise Industry Has Evolved Over the Last 60 Years

Industry trade association, the British Promotional Merchandising Association (BPMA) is celebrating its diamond jubilee year this year, with 60 years in operation. Recently, we sat down with CEO of the BPMA, Phil Goodman, and chatted about how far the industry has come in 60 years. He outlined the main differences in the sector in over half a century and the biggest changes seen by the association.

Q1. How has the focus and purpose of promotional merchandising shifted over the last 60 years?

The intrinsic benefits of promotional merchandising remain the same as they did 60 years ago. The main focus and purpose has always been the power and effectiveness of a brand and message remaining with the recipient to continually prompt awareness, as opposed to engaging with an advert which is always only temporary. The biggest shift in the last 60 years has been the huge leap forward in sustainability and product design and innovation.

Q2. What kind of items were popular promotional products in the past, and how do these compare to the range available today?

Many previously popular items have disappeared through social change and legislation. Ashtrays, lighters and matches were once widely used. However, lasting favourites such as glassware, mugs and apparel have stood the test of time, with tech-based products being a more recent innovation. One of the current biggest consumer trends are items that are of benefit and can be reused, ultimately adding to the sustainability of the industry.

Q3. What role has technology played in transforming promotional merchandise? Does it drive more engagement?

Technology has transformed the industry on a number of levels. Tech is now used in a wide variety of branded products. Power banks, chargers, speakers and headphones are hugely popular. But tech is also being used to improve business performance with application programming interfaces (API) enabled websites, digital product sourcing and increasingly the adoption of AI, particularly generative AI to improve branded visuals and personalised options.

Q4. How has the growing emphasis on sustainability changed how the promotional merchandise industry has evolved?

The world is seeking continual improvement on sustainability, and the promotional merchandise sector is no exception. We have seen huge improvements in material innovation with sustainable solutions replacing traditional materials. UK manufacturing is seeing a renaissance in our industry as local options can offer a more sustainable solution to imported products, and consideration of product end of life is becoming ever more important.

The great news is that our research suggests that consumers appreciate promotional products that have a use to them, therefore these products are retained and enjoyed rather than disposed. Keeping something and cherishing it, is usually the most sustainable attribute to any product.

Q5. What are modern consumers expectations for promotional merchandise and how do brands meet these expectations?

We know that what matters most to modern consumers is that what they receive from a brand must be of use to them. If it is, then it is appreciated and cherished. They clearly also see the value in brands using the most sustainable material option for the item too.

Q6. How do you think the future of the promotional merchandising industry will change/evolve in coming years?

The promotional merchandise industry is in great shape. The BPMA is leading the sustainability agenda with our Step Forward Pledge, which aims to encourage and guide members in launching and improving sustainability in their own organisations.

Our members are doing great work in continuing improvements on compliance, sustainability and innovation.

My sense is that the future will see greater emphasis on transparency of information for the consumer, particularly in terms of specific material data, total supply chain clarity and more information on product disposal responsibility.

Rest assured that as an industry, we are committed to being not only a sustainable choice within the marketing mix but appreciated by consumers as a valuable and useful mechanism for a brand to convey a message. In the increasingly digital world we inhabit, sometimes receiving a useful ‘analogue’ item feels wonderful.

To find out more about the BPMA, please visit their website here.