Why Corporate Gifting is More Than Just a Gesture: Building Lasting Business Relationships While Supporting ESG Goals
By Louise Doyle, Founder & CEO of Needi
The corporate gifting market in the UK was valued at approximately £85 million in 2022, highlighting how thoughtful gifts can help drive long-term success. Corporate gifting has evolved into a tool that goes beyond being a kind gesture. Done strategically, it strengthens relationships, enhances brand reputation, and supports Environmental, Social, and Governance (ESG) objectives. By blending purpose with strategy, businesses can use gifting to create meaningful connections and demonstrate their commitment to sustainability and social impact.
Building lasting business relationships
At its heart, corporate gifting is about showing appreciation and nurturing relationships. Thoughtful gifts build trust and loyalty among employees, clients, and stakeholders, which are vital for long-term success.
– For Employees
Recognising employees with personalised gifts boosts morale and workplace productivity. In fact, 69% of employees report feeling more valued when they receive tailored rewards, highlighting how meaningful gestures can contribute to employee engagement.
– For Clients
Personalised gifts enhance client loyalty, with studies showing a 47% rise in client retention for businesses that include gifting in their strategies. Such gestures serve as a powerful reminder that your brand values its partnerships.
– For Stakeholders
Corporate gifts also enhance brand recognition. Research indicates that 66% of recipients can recall a brand name one year after receiving a promotional gift, demonstrating the long-term benefits of gifting for growing businesses.
Enhancing reputation with corporate gifts
Corporate gifting provides a unique opportunity to showcase a company’s values, such as quality, sustainability, and social responsibility. It’s a subtle yet impactful way to leave a lasting impression on recipients while advancing ESG priorities.
Practical or visually appealing gifts, such as eco-friendly stationery or reusable drinkware, serve as constant reminders of your brand. They not only impress their recipients but also reinforce a company’s commitment to sustainability.
Strategic gifting also acts as a form of advertising, providing lasting exposure without the expense of traditional campaigns. Useful and thoughtful items keep your brand top of mind, creating goodwill among stakeholders.
Ultimately, companies that invest in thoughtful gifting strategies often set themselves apart in competitive markets, reflecting their dedication to quality and attention to detail. By aligning gifting practices with ESG goals, companies can elevate their reputation as responsible and forward-thinking organisations.
Creating ESG-aligned gifting strategies
To maximise the benefits of corporate gifting while supporting ESG objectives, businesses should create thoughtful strategies by:
- Tailoring gifts to the recipient’s preferences or cultural context to create meaningful connections that strengthen relationships.
- Choosing eco-friendly, recyclable, or low-carbon products to demonstrate environmental responsibility.
- Sourcing gifts from local or diverse suppliers to support community initiatives and fair-trade practices.
- Ensuring that gifts align with your ESG standards and communicate this commitment clearly to recipients.
In an era where purpose-driven business practices are increasingly valued, corporate gifting offers a unique opportunity to align commercial success with ESG priorities, proving that even small gestures can make a significant impact.
About Louise Doyle, Founder & CEO of Needi
Louise Doyle is the visionary co-founder and CEO of Needi, a corporate gifting service that uses AI-powered gift-matching technology to connect businesses with the perfect sustainable gifts while supporting local independent businesses.
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