What Gen Z Really Wants from Your Branded Merch?

 


Gen Z has officially taken over the cultural conversation and they're reshaping everything from social media to corporate branding. Born between the late 1990s and early 2010s, Gen Z is the most digitally native, socially conscious, and brand-aware generation in history. So, if you’re still handing out logo-stamped stress balls or plastic pens, it’s time to rethink your swag strategy.

Branded merchandise trends in 2025 are being driven in large part by Gen Z’s values and expectations. This generation doesn’t just want free stuff they want meaning, quality, and purpose. Let’s explore what Gen Z actually wants from your branded merch and how you can deliver it.

1. Eco-Friendly Everything

Gen Z is deeply concerned about climate change, sustainability, and ethical production. In fact, studies show that over 70% of Gen Z consumers are more likely to support a brand that aligns with their values.

This means your branded merch needs to go green or go home.

What They Want:

  • Reusable and recyclable materials (think stainless steel water bottles, upcycled cotton totes)

  • Minimal or no plastic packaging

  • Items made with ethical labor and environmentally conscious sourcing

  • Carbon-neutral shipping options

Tip: Partner with sustainable suppliers and highlight your eco-conscious choices in your merch’s design and packaging. Let your brand story shine through.

2. Tech-Forward Merchandise

Gen Z lives online. They're early adopters of new tech and expect your merch to reflect their always-connected lifestyle.

What They Want:

  • Wireless chargers

  • NFC tags or QR codes that link to exclusive brand content

  • Bluetooth-enabled items

  • Smart accessories like key finders, fitness trackers, or even AR-enhanced experiences

Tip: Tech merch doesn’t have to be expensive, it just needs to be smart. Even a simple item like a phone holder can be elevated with a clever design or digital integration.

3. Functional, Not Flimsy

Forget the swag drawer. Gen Z is about intentionality and minimalism. If they don’t see immediate value in a branded item, it’s getting donated or tossed.

What They Want:

  • Everyday-use items (reusable cups, journals, or hoodies)

  • Durable, high-quality materials

  • Items they’d actually buy for themselves (premium candles, sustainable backpacks, or curated merch kits)

Tip: Shift your mindset from quantity to quality. Instead of handing out hundreds of cheap giveaways, invest in a few great pieces that people will actually use and love.

4. Inclusive & Purpose-Driven Branding

Gen Z supports brands that walk the talk. Your branded merchandise should reflect diversity, inclusion, and a commitment to doing good in the world.

What They Want:

  • Messaging that supports social causes

  • Collaborations with BIPOC- or women-owned businesses

  • Gender-neutral sizing and inclusive designs

  • Brands that use their merch as a platform for impact (e.g., a portion of sales donated to a cause)

Tip: Consider creating limited-edition collections that support a mission or nonprofit. Storytelling through swag is a powerful way to connect with Gen Z.

5. Aesthetic + Customization

Design matters. Gen Z grew up with curated Instagram feeds and personalized Spotify playlists. They crave aesthetics and they want options that reflect their individuality.

What They Want:

  • Trendy color palettes (pastels, earth tones, muted tones)

  • Bold typography and minimalist design

  • Customization options (stickers, embroidery, monogramming)

  • A cohesive, stylish unboxing experience

Tip: Collaborate with emerging artists or designers to co-create merch that feels more like a lifestyle product than a marketing tool.

6. Digital and Physical Integration

As digital natives, Gen Z expects an omnichannel experience. A branded water bottle that connects to an app? A hoodie that unlocks exclusive Spotify playlists? That’s what catches their attention.

What They Want:

  • Swag that bridges the digital and physical worlds

  • Loyalty rewards linked to physical merch

  • AR filters, games, or hidden messages embedded in products

Tip: Don’t just give out merchandise, create an experience around it. Use QR codes or augmented reality to drive deeper engagement with your brand.

Summary:

As we look ahead to branded merchandise trends 2025, one thing is clear: Gen Z is raising the bar. They want brands to be bold, thoughtful, and innovative. Your merchandise is no longer just a giveaway, it's a reflection of your values, your culture, and your relevance in a fast-moving world.

If you’re ready to move beyond cookie-cutter swag and tap into what truly resonates with Gen Z, start with intention. Make your merch functional. Make it beautiful. Most importantly, make it meaningful.

Want help building Gen Z-approved branded merch?
At Dryvve, we specialize in curating purposeful, sustainable, and design-forward promotional products that align with the future of marketing. Let’s rethink your swag game together.

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