Standing still is not an option, especially in the world of marketing. Innovate or die. And while the promotional products industry is a more traditional form of advertising, its impact is unique and uncommon. In this age of digital, promotional products create experiences that last far beyond the initial interaction. However, organizations can only take advantage of this if they know what to give when. For Choice Premiums to offer this guidance, we needed a shift in perspective. We needed to embrace the future to help our clients do the same. The future being Millennials and Gen Z.

This shift was not an easy one but one we knew was necessary. From employees to event attendees, Millennials and Gen Z are already at the center of our clients' marketing efforts. And with good reason. By 2020, the combined buying power of Millennials and Gen Z is set to reach approximately $1.84 trillion. Both groups also make up about 38% of the current workforce, which is set to increase to 58 percent in the next decade. Additionally, promotional products are the number one advertising tool for these groups, putting us in a prime position to help other organizations grow. So we set out to do just that.

To this end, we began by asking ourselves an important question with everything we did: how does this help our customers? If we could not properly answer this question, we did not pursue it. We explored this through research, surveys, and focus groups. We discussed it with others who had done the same and embraced strategies that felt different and foreign.

This work led to a huge step: creating a new, easy to navigate website. What we created took into account the concerns of our clients, the trends of the market, and how to take the idea of Millennials and Gen Z beyond marketing buzzwords to a tangible, reachable audience. Our goal was to create something that helped people rise above the digital chatter and place their brand directly in their audience's hands.

"While our emphasis is on Millennials and Gen Z, our goal is to ensure that everyone we serve is targeting for growth," Lynn Lavery said. "This website increases our accessibility, improves the customer experience, and helps us discover bigger and better ways to continue our journey to be remembered. We intend to help our clients do the same."