Every year, $13 billion is wasted on corporate gifts in the US alone, leading to significant environmental and financial consequences.
There’s the obvious wastage, drink bottles, t-shirts etc that often go directly into the bin – but have you ever considered the wastage of traditional ‘thoughtful’ gifts?
Consider this example: You launch a gifting campaign to retain 20 key customers, sending each a $100 bottle of wine with $10 shipping, totalling $2,200. Each customer is worth $30,000 per year to your company.
Here’s a likely outcome based on industry averages: 19 bottles reach the recipient (1 delivery address was out of date in your records), but 14 of them don’t regularly drink wine.
Despite this, 12 appreciate the gesture, and for 2 of them, the gift played a key role in tipping the scales toward renewing their contracts
However, for 2 recipients who don’t drink wine and were already on the fence, the misaligned gift was a missed opportunity to strengthen the relationship, and they ultimately chose not to renew—though other factors like pricing or support were likely involved.
Roughly 5 of these bottles would be never opened before ending up in landfill.
Financially, this misalignment results in your company missing out on at least $60,000 in revenue over the next 12 months.
Here are 3 ways you can turn these negative consequences around:
1. Let your recipient choose their own delivery address.
This seems super simple, and it is. If a gift recipient chooses their own address, then essentially 100% of the time your gift is going to make it to them. They will receive tracking updates and delivery notices.
2. Give the recipient a choice.
Choose some gifts that align with your company values and the message you are trying to portray, and then let the recipient choose what they want. This completely minimises any items going to landfill and maximises the impact of the gift on the recipient, keeping your company top of mind.
3. Offer sustainably sourced gifts that don’t harm the environment.
Maybe it’s a hammock made from 37 recycled water bottles, seltzers made from wonky produce from farms that supermarkets can’t sell or a land protection package.
The bad news is, over 1/3 of corporate gifts are unwanted, resulting in wasted resources, environmental harm, and missed opportunities to build stronger relationships with your clients.
The good news? It’s an easy fix. By giving recipients the power of choice, you can ensure your gifts are both appreciated and impactful. Allowing them to select from a curated range of meaningful, sustainably sourced options that align with your brand values doesn’t just eliminate waste—it enhances your brand’s reputation and keeps you top of mind.
Imagine this: Instead of sending gifts that miss the mark or end up in a landfill, you’re giving something your recipients truly value and want to share. It’s not just about gifting—it’s about creating positive, lasting impressions that resonate with your clients and reflect your company’s commitment to thoughtful, sustainable business practices.
So, what’s next? Let’s rethink the way we gift. Start choosing smarter, more meaningful options today, and turn your corporate gifting strategy into a powerful tool for driving retention, loyalty, and sustainable success.
