By Louise Doyle, Co-Founder of needi
In a world where workplace perks are changing from a nice-to-have to an essential for recruiting and retaining employees, it’s easy to forget the simple power of well-chosen gifts. Many employers worry about the affordability of offering impressive workplace perks, but when it comes to genuine employee wellbeing, thoughtful gifting can have just as big of an impact as branded mugs or discounted gym memberships.
When done right, corporate gifting can improve morale, increase retention, and even support broader company goals like sustainability and corporate social responsibility. But it can be done ineffectively, where people end up with more stuff they don’t want, which inevitably ends up in landfills. When employees and clients are connected with meaningful, sustainable gifts, it can have a huge impact on employee wellbeing and retention.
Why gifting matters more than ever
We’re working through a wellbeing crisis, employee stress and burnout are on the rise, and while hybrid and remote work have added flexibility for many, it’s also added distance. Recognition has never been more important, but also never been more challenging. Gone are the days of “good job” chats in the office kitchen or buying an appreciation lunch, and that’s where gifting comes in.
Personalised and well-thought-out gifts help employees feel like they’re seen and appreciated, and a gift that is intentionally tailored to them speaks exactly to who they are, not just what they do. It’s all about creating a culture of care, a growing realisation in HR teams that wellbeing is more than just perks – it’s all about what can contribute to a truly caring culture, where every employee is valued. Custom gifting can help build that culture. Especially during key moments: onboarding, work anniversaries, returning from parental leave, or success in another quarter.
Take onboarding, for example, a generic welcome pack may tick a box, but a personalised gift like a natural beauty set or a handmade, personalised planner for organisation. It helps new members of the team feel known and appreciated from day one, all with a gift that could cost less than £10.
Or, think about employee anniversaries. Instead of handing out the same branded pen to everyone at their one-year mark, imagine giving someone something that reflects their hobbies, values, or achievements. That’s the difference between ticking a box and building a bond.
The psychology behind great gifting
There’s real science here, too. Gifting taps into reciprocity, one of the strongest principles in human psychology. When we receive something meaningful, we feel more connected, more motivated, and more likely to give back – whether that’s in the form of loyalty, productivity, or simply goodwill. Also, the stats back up the success of corporate gifting, 69% of employees report feeling more valued when they receive tailored rewards.*
What’s key is meaning. The best gifts are personal, but not private. Thoughtful, but they don’t need to be overly extravagant. They show that you’ve paid attention, without being invasive. That sweet spot builds trust, and trust is at the core of any wellbeing strategy.
Gifting in the age of ESG
For most employees in today’s workforce, they want to feel proud of the company they work for, and know that they contribute to a company which is doing good. They want to see action behind the values. Gifting from independent, local, or sustainable businesses helps make that tangible.
More and more, we’re seeing companies move away from wasteful merch or gimmicky seasonal treats, and towards gifts that support their ESG commitments. Whether that’s plastic-free zero-waste packaging, gifts from female-founded small businesses, or products that give back to a cause, gifting has become a subtle but effective tool for purpose-led employers.
And it’s not just good optics. It boosts engagement, too. People love to know the stories behind what they receive. If their welcome gift came from a local artisan who reinvests in the community? That’s memorable, shareable, and most importantly, it has a lot of meaning.
Making it work in practice
If you’re interested in investing in corporate gifting, here are a few tips on where to start…
- Start with intent. Don’t just gift because it’s Christmas. Think about why you’re giving. Is it to recognise effort, build inclusion, or celebrate a milestone? Be clear on the purpose before you pick the present.
- Know your people. Use surveys, onboarding forms or just ask! Understanding your team’s preferences is important. What do they value? What are their interests? This makes all the difference in giving the right gift.
- Support small. Gifting is a brilliant way to back local, diverse or sustainable suppliers. It helps the community, boosts your ESG impact, and often leads to better quality, more unique gifts.
- Quality over quantity. A single, well-chosen gift beats a pile of forgettable merch. Or you can even gift an experience like an adventure course or an afternoon tea session. Think about lasting joy and making memories, not just the instant high.
- Make it seamless. Use tech to manage the process efficiently. Whether it’s automating triggers for milestone gifts or using AI to recommend gifts based on profiles, make it easy for your team to give well.
Gifts that go beyond the moment
At its best, gifting isn’t about the object, it’s about the message. It’s a tool for building a good culture, showing appreciation, and bringing values to life. And in a time where employee experience is everything, that message matters more than ever. Don’t underestimate the power of a perfectly chosen gift to say “we care”. That’s not just good for wellbeing. That’s good business.
About Louise Doyle, Founder & CEO of needi
Louise Doyle is the co-founder and CEO of needi, the corporate gifting platform helping some of the world’s leading companies deliver truly personal gifts, experiences and branded merchandise. Powered by AI and rooted in psychology, needi connects businesses with meaningful, sustainable products from local, independent brands.