An insider’s take on why experience gifting is the next logical evolution for more rewarding non-cash incentives.
Non-cash incentives have been a growing trend in corporate incentives since 1996, but the nature of those non-cash incentives has been a moving target. While branded gifts were once thought to be the way to go, those logo-plastered t-shirts and mugs now have become passe at best — at worst, they’re a waste of corporate dollars and a hit to sustainability when all-too-many oof those branded items end up in a landfill.
As society as a whole is shifting towards valuing experiences over stuff, so should corporate gifting, according to a study by the Incentive Federation, which found experience gifting to be gaining ground rapidly since the COVID pandemic. That study found that 35% of companies now are offering experience gifting options to their non-cash incentive programs.
Prevue recently caught up with Roberta Činikaitė, Head of Corporate Sales with Tinggly, an experiential gifting company that recently published a report on the latest trends in incentives, including the impact experiential gifting can have on employees. As she says, “It’s always easy to sell something you believe in passionately, and Tinggly’s slogan, ‘give stories, not stuff,’ has given me a lot of drive to do it.”
Prevue: Tell us a little about how Tinggly decided to focus on experience gifting.
Činikaitė: It all started with a wish to change the gifting world and shift it to consciously thinking of the gifts we’re giving our loved ones, putting such things as “memorable,” “unique” and “sustainable” at the forefront of our global mission. We’re proud to have worked with 100+ companies already, over 10,000 employees and partners receiving a Tinggly experiential gift.
Prevue: What are some of the broader trends you’re seeing in society in general that are driving change in the corporate gifting space?
Činikaitė: There is a noticeable trend in the corporate gifting market towards eco-friendly, thoughtful gifts that leave a lasting impression. Experience gifts are becoming more and more common as businesses put a greater emphasis on environmental impact reduction, employee well-being and personalization. Global teams and remote work are becoming commonplace, which is increasing demand for presents that foster a closer, more intimate connection and can be enjoyed from anywhere.
Prevue: What are experience gifts, and how do they motivate differently from “stuff” when it comes to motivating and rewarding employees?
Činikaitė: Experiential gifts provide recipients with unforgettable experiences (or in simpler words, activities) rather than traditional items. Whether it’s a thrilling adventure, a relaxing getaway or a unique cultural encounter, experiences create lasting memories that resonate far beyond the moment — I like to say that we offer a fragment in time, which is the best gift anyone could ever receive.
Unlike physical gifts, which can lose their appeal over time, experience gifts tap into personal passions and desires, making employees feel genuinely valued, especially when everyone has the ability to choose something that fits their taste. The personalized touch not only boosts morale but also strengthens the connection between the company and its employees, leading to greater motivation and engagement.
Prevue: How can a planner go about figuring out what types of experiences will best resonate with a specific group of individuals? Or does experiential gifting need to be individualized down to each person?
Činikaitė: One solution that we offer is that a gift box offers a selection of diverse experiences from around the world, allowing the recipient to choose an option that best suits their preferences. If they’re a fan of adventure gifts, they can choose a helicopter or a hot air balloon ride, and if they prefer cultural experiences, they are welcome to go on a local food tour, getting to know the country, the city and what makes it so special. Each box includes a personalized message and can be used for various experiences in over 100 countries.
Prevue: There also has been a trend in recent years toward providing charitable gifts in an individual’s name or on behalf of an organization in place of a physical gift — does experiential giving play into that trend?
Činikaitė: Oh yes, the trend is still current, and I think, perhaps, even bigger than before. For example, we’re currently working with 1% for the Planet and Eden Reforestation Project. We’re helping people participate in something truly great and important that not only reward and motivate employees, but also give back to our planet
Prevue: Any predictions on how this trend could continue to evolve?
Činikaitė: I expect the trend toward experiential and charitable gifting to evolve by becoming more personalized and closely tied to social impact. We’ll likely see an increase in tailored experiences that reflect individual values, alongside a stronger integration of sustainability initiatives.
I believe that as technology advances, digital and virtual experiences will gain popularity, especially for remote teams, and companies will also continue to embrace experiential gifts as part of their corporate social responsibility efforts, making these gifts not only memorable but also meaningful in driving positive change. Together with the growth of experience gifting, all the trends that involve social impact will grow as well, and the bettering of various communities and organizations will become a key moment.
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