For decades, when it came to branded merch or "swag" as some call it, it meant picking from the same catalog of products in maybe a slightly newer version or different color and adding a logo to it. For the recipients, it leads to an overwhelming amount of useless clutter. For the environment, it fills up landfills. And for the company, it provides no return on investment.

Finally, it seems companies are starting to wake up. Rather than taking the cookie cutter route, brands are investing more into the quality of merch they are creating, moving away from cheap swap because if we're being honest, everyone is tired of the water bottle, tote bag, or stress ball.

What's driving the change in my opinion? Generation Z.

As with all generations, culture, taste, and expectations change. For members of Gen-Z like me, which has become the dominant consumer group, we value experiences, connections, and a feeling of authenticity. We will spare no expense when it comes to buying products and supporting brands that invoke these feelings. And, with social media, we love to show off any notable moment of our lives.
These desires are forcing companies to rethink all aspects of their strategy across operations, marketing, socials, and merch. Of course, some companies will think they are being culturally relevant with their water bottles, but the real winners are the brands investing in creative merch campaigns. Let’s take a look at a few of the most notable brands of current and how they are using merch:
1. Liquid Death: their merch store is the gold standard for brands. They develop and release the most outrageous merchandise like a casket cooler, apparel with unconventional graphics, and even a life sized vending machine.
2. Taco Bell Taco Bell knows exactly their audience and how to connect with them through merch. Most recently, they released the "Taco Bellt"—a limited-edition belt buckle kit designed specifically to hold a hard-shell taco. The result? It went immediately viral.
3. Betty Crocker: They may be an 100-year-old baking brand but they for sure haven't lost their ability to stay relevant. Their recent SuperMoist collection tapped into the irony and nostalgia that Gen Z loves. With streetwear style, they took a legacy brand and created a hypebeast moment.
4. Poppi: Poppi has taken over social media with their limited-edition streetwear merch drops. In particular, the Poppi sweatsuits, an array of high-quality, bright, and comfy matching sets, have become a status symbol worn by thousands of micro-influencers.
5. Cava: Cava recently launched their own merch store that turns specific customer behaviors and menu favorites into badges of honor. When you wear products like the "Feta Hoodie" and "Extra Pickled Onions Tee," you signify that you are a Cava “regular” that knows the good stuff. You feel even more like part of the community.
All in, these companies are winning with merch because they understand that creativity and exclusivity drive awareness. They are willing to invest in creating products that are actually cool instead of standard logo-slap. For Gen Z, when a brand gives something cool, we want to post it voluntary. We want to wear it. We want to keep it.
For the rest of companies, the answer is clear: invest in creative merchandise that prioritizes design, functionality, and culture. By creating merch that is unique and culture driven, you can turn your audience into walking billboards.