How Gen Z is turning branded merchandise into identity marketers

Discover how Gen Z turns branded merchandise into identity. See how custom promotional products and branded solutions build loyalty and cultural impact.

September 15, 2025

"How Gen Z is turning branded merch into identity markers" cover

Gen Z is treating branded merchandise like a language of belonging. That ALDI tote spotted on the subway? It’s more than a grocery bag — it’s a signal of values, humor and community. A Dunkin’ collab hoodie? Not just loungewear, but a cultural wink. For a generation fluent in memes, irony and identity curation, merch has become shorthand for who they are — and a powerful form of earned media for the brands they love. 

What’s inside: 

How Branded Merchandise Became Identity Markers

Younger consumers are no longer satisfied with brands that only sell products. They want brands that reflect back their world — playful, authentic, socially aware. Custom promotional products are no longer throwaways; they’ve become identity markers. Worn, shared and posted, merch blurs the line between marketing and self-expression. And the data backs it up: Gen Z uses branded products weekly, often daily, with measurable lifts in both affinity and conversion. 

What Gen Z wants from branded merchandise

To resonate, merch must feel intentional and tied to culture. 

  • Apparel and accessories first. Tees, sweats, caps and totes with a lived-in, authentic feel.

  • Sustainability matters. No more landfill swag — responsibly sourced materials are non-negotiable.

  • Culture over clout. Clever references and relatability beat overpriced logos.

  • Omnichannel moments. A physical product that extends digital storytelling becomes portable earned media.

Becoming a “badge brand” with Branded Solutions

The most successful brands create merch that people want to wear. With smart collabs, limited drops and thoughtful rollouts, everyday items become identity markers that travel far beyond the point of sale. Brands that adopt intentional Branded Solutions can transform into “badge brands” that consumers proudly represent. 

Avoiding merch missteps

Behind every sweatshirt or tote that Gen Z proudly wears is a system: sourcing, approvals, fulfillment and delivery. Without the right process, great ideas stall or miss the cultural moment. That’s where expert Branded Solutions come in — scalable, sustainable and fast enough to keep pace with culture. 

Ready to see how it’s done? 

Download the full guide to explore real-world examples, a practical checklist and a step-by-step framework to launch branded merchandise that connects — and converts.