Rethinking gifting: towards a new era of responsible gift-giving

Long a symbol of generosity and recognition, the "goodie " has gradually been transformed into a disposable object. Standardized products, manufactured at low cost on the other side of the world, and distributed en masse without any thought for their usefulness or impact. And yet, at a time when companies are being called upon to review their carbon footprint, there is another way forward: that ofmore conscious, more circular and more meaningful gifting.

The traditional corporate gift model has run out of steam

The corporate gifts market is worth several billion euros every year. From tote bags to pens, USB keys to mugs, these objects are ubiquitous. But behind these innocuous products lies an unsustainable model.

Most of them come from linear production, often in Asia, using new raw materials (plastic, virgin cotton, polyester) and involving long-distance transport. What's more, their lifespan is often very short.

Added to this is the image issue: offering an unsustainable or useless product today means taking the risk of sending a message that runs counter to societal expectations.

"The corporate gift is no longer perceived as a thoughtful gesture, but as a symbol of disconnection if its impact is not taken into account." - Simon Peyronnaud, co-founder of Losanje

Responsible gifting: a lever for image and impact

Faced with these facts, responsible alternatives are multiplying. Recycled materials, short circuits, solidarity-based craftsmanship, textile upcycling... companies are rethinking the meaning of the gesture.

Because giving a gift also means telling a story : the story of the brand, its values and its commitment.

An object born of a circular model carries a strong message: that of a brand that acts, that innovates, and that values what it has rather than producing something new.

These choices are all the more important as 79% of people remember the brand associated with a promotional item (source: BPMA).

Offering a personalized object is more than just a thoughtful gesture: it's an effective tool for creating a lasting bond while reinforcing a brand's visibility and memorability.

Upcycling, the new way of corporate gifts

Upcycling is a concrete response to the limitations of traditional gifting. It makes it possible to produce from what already exists: dormant fabrics, old uniforms, covers, tarpaulins, obsolete stocks... These materials find a second life in bags, cases, pouches and other accessories.

💡 At Losanje, we repurpose our customers' dormant stock to create objects with a history: a sports jersey becomes a duffel bag, a down jacket cover is transformed into a travel kit, an event tarpaulin is revived as a tote bag. For Lou Rugby, for example, old jerseys and equipment were transformed into duffel bags for big fans, while the SNCF offered its employees upcycled tote bags and pouches. La Poste, meanwhile, used its existing stock to create gifts for its employees, combining utility, durability and a sense of belonging.

The benefits:

• Reducing CO₂ emissions and resource consumption
• Making the most of existing facilities and reducing waste
• Brand differentiation: each project tells a unique story

The gift as a vehicle for commitment

Offering a responsible gift sends a clear message: we take our commitments seriously. It also means involving teams in a concrete CSR initiative, reinforcing a sense of belonging and embodying the company's raison d'être in everyday objects.

Circular gifting is now a matter of course: produce from existing materials, make the most of available resources and rethink the very way we design objects.

Each gift becomes tangible proof that another model is possible: more sober, more intelligent, more meaningful.

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Conclusion

The days of disposable goodies are coming to an end. The symbolic gesture of the gift must regain its value: bonding, sharing and durability. The future of gifting lies not in quantity, but in the quality of the message conveyed.

And that's precisely what upcycling is all about: offering less, but offering better.

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