In this blog, titled “Marketing to the Next Generation,” I (Charles Liu, General Manager at Cubic Promote) sit down with a very special guest — my 14-year-old son, Edward — to talk about how brands can connect with young Australians through modern marketing, including custom promotional merchandise.
It’s not every day you get direct access to what a real Gen Z consumer thinks. So in this post, I’m distilling the most insightful moments from our conversation — what Edward said, what it reveals, and how businesses can apply it today.
Gen Z’s Favourite Brands? Think Bold Logos and Big Presence 🎯
When I asked Edward to name the top five brands in his mind, he didn’t hesitate:
Nike, Adidas, McDonald’s, IKEA and Sony.
What struck me was not just the names, but why they stood out. According to Edward, it’s all about logo recognition and marketing toward younger people. These brands have built iconic visual identities that stick — even with competition like Puma, Under Armour, Hungry Jack’s and Freedom Furniture in the mix.
✅ Takeaway: If your logo is not visible everywhere, then it likely doesn’t speak to young audiences instantly. Custom branded items are the most cost-effective way to keep your brand visible to Gen Z on a daily basis without recurring costs. Items like promotional yo-yos have staying power.
The Power of Giveaways (Especially for Teens With No Money)
We talked about the role of free promotional merchandise, and Edward’s view was refreshingly honest:
“It’s a great idea, because some young people can’t afford what they sell.”
✅ Takeaway: Custom-branded merchandise becomes a brilliant way to nurture young adults to be more familiar with your brand. They will be your customers in the future, and you want your organisation to be the first in their minds when they grow up.
What Makes a Promo Product Cool? Design + Utility 💡
When asked about the coolest promo item he’d ever received, Edward immediately mentioned:
A light stick from a concert that synced to music using Bluetooth.
“It lit up and matched the stage — it made the whole experience more fun and memorable.”
That one item enhanced the event experience, which made the brand more memorable by association.
✅ Takeaway: Promo items should elevate the moment. Whether it’s at a concert, expo, or launch, if your giveaway enhances the experience, you’ve won long-term attention. (You can buy custom torches from our range too)
The Logo Still Matters — But Only If It’s Real
When talking about McDonald’s shirts or branded pens, Edward made a key distinction:
“To most young people, it’s about the logo. But it has to be officially licensed — not fake.”
✅ Takeaway: This generation can spot inauthentic branding from a mile away. A knock-off or low-effort giveaway won’t fly. If you’re investing in promo gear, go all in on quality and authenticity.
Social Media Still Rules — But So Does Trust
Edward shared that most Gen Z discover new branded products via social media influencers, but they’re also smart enough to know when they’re being marketed to. Passive product placements (a logo in the background of a reel) usually go unnoticed.
“Unless they’re promoting the item directly, we don’t look at it.”
Even when a brand is visible online, trust only forms once the product is used or reviewed positively by others. Constant visibility doesn’t guarantee credibility.
✅ Takeaway: Combine promotional items with online testimonials and authentic user feedback. Trust forms through real experiences, not just exposure to them.
Sustainability Isn’t a Bonus — It’s a Dealbreaker 🌱
As a carbon-neutral company, we were interested in hearing Edward’s stance on sustainability. His response was clear:
“I don’t want to be associated with something that harms animals or trees.”
Even more telling, he believes that most of his peers share the same sentiment.
✅ Takeaway: Sustainability isn’t a niche value for Gen Z — it’s core to brand perception. If your merch is made from recycled or eco-certified materials, flaunt that feature. (we are a Carbon Neutral sustainable business)
Final Thoughts From Edward: What Brands Are Doing Right
When asked whether brands could improve their approach to younger audiences, Edward said:
“No — I think they’re doing well, especially with making things cheaper and more buyable.”
He cited McDonald’s $2–3 meal deals as a great example of value-based marketing. Even though he acknowledges that brands like Nike are expensive, he believes that building popularity on social media is the way to win over his generation.
What This Means for Marketing in Australia
As an award-winning supplier of branded merchandise, Cubic Promote collaborates with businesses (and marketing agencies) seeking to make a lasting impact. Talking to Edward revealed what we’ve always believed:
- Promotional products can unlock brand trust.
- Custom items that enhance experiences stick.
- And Gen Z wants brands that are ethical, bold, and real.
If you’re planning your next campaign — whether it’s for schools, youth events, tech rollouts, or launch activations — we’re here to help you pick the right branded merchandise that Gen Z will want to use.
Ready to Buy Promotional Products Now? or needing to procure interesting merch like Custom-branded Pet products we can help. Call tel:1300858288 or buy through our website.
