Making up about 25 percent of the U.S. population and 21 percent of consumer discretionary purchases, the millennial generation is a primary target for many companies.

Brands can effectively market to this generation with promotional products. In fact, according to Splash, a creator of marketing software, 47 percent of millennials attend events strictly for the free stuff. But you will have to adopt different strategies than those used with other age groups.

One of the keys to using promotional products with millennials is to stay current on pop culture and retail trends. Anything that celebrities and athletes wear or use can be a popular giveaway item with young prospects.

Promotional items geared at millennials should also have one or more of the following attributes:

Personal. Millennials value uniqueness and individuality. At the same time, they want to part of a larger group. You can meet both needs with products that are similar but customized. For example, custom socks offered in your company’s unique design can offer the right amount of personalization.

Useful. In general, this generation is not interested in clutter and trinkets. You can connect with young consumers by handing out gifts targeted at their needs.

So what do they find useful? Technology items are usually a can’t-miss. But tech-oriented products may not fit into your marketing budget.

Anything that promotes health and wellness is also of interest, as about two-thirds of all millennials say healthy living is a top goal, according to a research study by Principal Financial Group. You can encourage physical activity with custom tube socks or custom ankle socks adorned with your company’s brand.

Environmental. This generation has been raised on environmental consciousness. Environmentally friendly promotional products or items that encourage green practices will typically be a hit with this generation. On the flip side, avoid products that millennials could interpret as harmful to the environment, such as plastic items that will be thrown away.

About the author

EVERSOX is a worldwide supplier of custom branded socks for businesses, retailers, and promotional products distributors — with over 10,000 designs manufactured & 100 major brands served since 2010.