Episode highlights:

Q-VIO manufactures branded corporate products, business gifts, and workwear and has been a long-time partner of Brandkind. What are the current trends in B2B marketing products?

Sustainability is the top priority, along with practicality, quality, and transparency. The ability of a product to tell a story is also highly valued.

What kind of sustainability requirements do companies have for corporate gifts and branded products today?

If production is based in East Asia, certifications must be in perfect order. It is crucial to know exactly where and how the product is manufactured and to trace the origin of materials. 

A growing trend relates to geopolitical considerations—companies increasingly prefer products made in Europe. For example, one of our major clients has set a future requirement that their entire supply chain must be as European as possible. This is a development we fully support.

Are intangible gifts becoming more popular in the corporate world?

The popularity of intangible gifts is often linked to economic booms rather than tighter financial situations. Having worked in this industry for 28 years, I have seen both economic ups and downs. In challenging times, people tend to prefer tangible gifts—something they can physically hold.

Quality remains the most important factor. Our approach is to produce fewer but higher-quality items. It is also essential that both the factory and the product itself have a compelling story. Practicality is key—branding and corporate messaging should be incorporated in a subtle and stylish manner. Currently, wellness, home-related, and sports products are at the forefront. 

Q-VIO also produces branded products for corporate events. Are companies still as interested in trade shows, or has their role changed?

The clear trend right now is interactivity—trade show booths need to be more than just walls. Engaging and immersive experiences attract visitors more effectively than traditional displays.

The primary goal of trade shows is to generate contacts and leads. This is why it is essential to offer an engaging product that sparks interest and draws people to the booth. Today, there is a growing understanding that to receive something, trade show attendees must also give something in return—whether that’s sharing their contact information, engaging in a conversation, or participating in an activity. The days of handing out large quantities of promotional items without any exchange are fading.

What advice would you give to companies looking to invest in sustainable and effective marketing materials?

Greenwashing is widespread in this industry—a green leaf on a product does not make it sustainable, and a bamboo lid on a thermos doesn’t necessarily mean it’s eco-friendly. Sustainability is often associated with certifications, but navigating the certification landscape can be a challenge, especially for European production.

This is why having a reliable business partner is more valuable than relying solely on certifications—they can provide real insights into what’s behind a product. As a buyer, I understand the full impact of the supply chain. It’s essential to ask questions, challenge assumptions, and stay informed. When working with a trustworthy partner, accurate information comes without needing to ask.

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