Whether it’s a sustainable plaque, a tech-infused gadget, or a customized desk accessory, functional awards are reshaping the landscape of recognition and leaving a meaningful impression on those being honored. While traditional trophies and plaques maintain their timeless allure, awards that have a use—such as tumblers, USB devices, clocks, and phone cases—have redefined the concept of acknowledgment by seamlessly blending utility with elegance.

The Evolution of Recognition

Functional Awards Are Surging in Popularity as Younger Generations Redefine Acknowledgement.

By: Matt Dixon

(Originally printed in the March/April 2024 issue of Insights.)

Whether it’s a sustainable plaque, a tech-infused gadget, or a customized desk accessory, functional awards are reshaping the landscape of recognition and leaving a meaningful impression on those being honored. While traditional trophies and plaques maintain their timeless allure, awards that have a use—such as tumblers, USB devices, clocks, and phone cases—have redefined the concept of acknowledgment by seamlessly blending utility with elegance.

Among the most popular items that shops now personalize are stainless steel tumblers. The tumbler market size was estimated to be worth $2.9 billion in 2022 and is forecast to reach $5.5 billion annually by 2031, according to Precision Reports.

Demand for functional awards can be difficult to keep up with, so it’s important to always be on the lookout for the next great personalized gift. Gregory Kolenut, the national sales manager of Marco Awards Group, says going to trade shows and touching base with your sales reps are good ways to stay on top of the latest trends.

“Regularly attending the Las Vegas APA International Personalization Expo is important to the professional award retailers,” says Kolenut. “At the show, you see all of the new products and can network with other suppliers and fellow retailers. Also, spending time with your field sales reps helps improve your knowledge of the industry.”

It’s also important to contact your suppliers to see what they have available in the realm of functional awards to see how your shop’s production capacities line up with these products. Modern acknowledgment is more than just something to put on a wall or shelf. Today’s options signify a paradigm shift, celebrating accomplishments in a manner that effortlessly integrates with individuals’ routines.

Mike May, COO of JDS Industries, emphasizes the importance of offering a variety of choices.

"For customers looking for something different, it’s good to have a variety of nontraditional awards to show them, including drinkware, leatherette items, and apparel,” says May.

Customization beyond the norm

Beyond customary name and date engravings, customers are seeking personalized messages, quotes, and even company logos on functional items. This trend underscores the growing desire for one-of-a-kind awards that reflect the significance of the achievements being celebrated, while also providing something of use that can be part of a daily routine at a cost that allows organizations to frequently take part in recognition programs without breaking the budget.

Ornate crystal awards will always have their place, but now personalization shops can offer a variety of options, from grand trophies, to small glass trinkets, to more frequent and temporary personalized gifts like T-shirts, koozies, pens, and golf balls. These smaller options can help create a culture of appreciation for achievements great or small.

“We do see more demand for gift-type recognition like mugs, desk accessories, and gift boxes. There’s a market out there for just about any award,” says Bill Vitto, the director of sales and marketing for PDU CAT.

The amount of economical but functional items that personalization shops can sell is nearly unlimited, such as tote bags and phone accessories. Marco Award Group’s Michael Cornicello, the director of marketing/fulfillment, recommends suggesting the idea of both frequent small awards and larger annual awards.

“Personally, in the past, I tried to offer a balance of both by using a program that offered monthly awards but had a year-end program built into it as well,” he says. “This way you can still focus on the individual that earned their place of notoriety but also the entire team at the end of the year.”

Utility meets elegance

Functional awards encompass a diverse array of items that blend practicality with sophistication. They include everything from engraved pens and desk accessories to custom-designed watches and high-quality drinkware.

“There are many functional, personalizable products that have historically been seen as gifts that are now often used as awards … including portfolios, journals,” says May.

Photo courtesy of JDS Industries

These functional items can go beyond organizational branding to include personalized collars or dinner bowls for beloved pets, decorative bookends for avid readers, or customized video game controllers for gamers.

Sustainable recognition

Even in situations where function isn’t as valuable as form, many people today want a certain level of sustainability from their awards. In response to escalating environmental consciousness, engraving and personalization shops are experiencing a surge in the demand for sustainable and eco-friendly choices. Bamboo plaques, recycled glass trophies, and other environmentally responsible materials are gaining popularity.

Photo courtesy of JDS Industries

Tumblers are a popular option for everyone from moms of student athletes to coaches

“We’re always researching the use of new materials to use in the manufacturing process. We often look at other industries to get ideas on sustainable materials,” Kolenut says, noting that Marco Awards Group offers products in bamboo, including plaques and gift items.

Tech-infused awards

In the age of technology, functional awards are evolving to keep pace with the times. Engraving and personalization shops are incorporating tech-infused elements into awards, such as engraved USB drives, wireless chargers, or smart gadgets. These products not only showcase innovation but also serve as practical tools in our tech-driven world.

“Laserable leatherette charging mats and USB drives are both functional and widely used products that are great for promotional and gifting purposes,” May says.

Virtual recognition

The advent of remote work and virtual events has given rise to the concept of virtual recognition. Engraving and personalization shops are now offering digital certificates, personalized virtual backgrounds, and even engraved digital avatars as functional awards for remote teams and virtual events.

Photo courtesy of JDS Industries

“If you’re working from home, you still need to have that balance of home space/workspace, and having an award on display in your home office reminds you that you are still part of a bigger team and you’ve earned the recognition of your team and/or peers,” Cornicello says. “Don’t forget that the award can be a display or an item, such as a personalized clock, engraved plaque, or decorated tumbler.”

Reshaping the landscape of recognition

As individuals and organizations seek meaningful ways to celebrate achievements, the demand for personalized, practical, and aesthetically pleasing functional awards continues to rise.

A highly personalized and functional award or gift is a great way to avoid the idea that “everyone gets a trophy.” It shows a personal touch while also providing a practical gift as a way to express appreciation for a job well done or a goal achieved.

Traditional Awards Are Here to Stay

While functional personalized awards and gifts are growing in popularity,  there’s still an expectation to give and receive traditional awards that recognize achievements. The demand for traditional awards remains high. Certain classic awards, such as plaques and trophies, hold a special place for people, especially in settings such as athletics and academics.

“Traditional awards and trophies are always an important part of your offerings,” says Mike May, COO of JDS Industries.

Crystal Awards are traditional options that are growing in popularity

  
Photos courtesy of PDU CAT

While not every trophy gets to be the Stanley Cup on which teams’ and players’ names are inscribed forever, there’s still a special meaning for trophies and awards that recognize both achievement and pride for schools, clubs, and organizations, while also sending a message of true appreciation to individuals.

Gregory Kolenut, the national sales manager of Marco Awards Group, says resin and crystal awards are among their most in-demand items in recent years.

“Retailers can save a lot of time with resins, as they only need to be personalized, typically with a plate,” he says. “Crystal award sales continue to grow each year. While crystal has always been associated with corporate awards, we’re hearing that a lot of athletic and social groups are turning to crystal awards.”

Kolenut added that, like resin and cups, crystal awards are available in many sizes, styles, and price points. And they offer the end user a beautiful award with a high perceived value.

Popular traditional awards, such as trophies and plaques, endure as symbols of acknowledgment and accomplishment. They represent a lasting tribute to success, but there are ways you can vary them to truly make them unique.

“There is a growing demand for customizable and unique awards,” says Bill Vitto, the director of sales and marketing for PDU CAT. “Retailers are seeking out more custom awards that are designed specifically for their customer, which adds a personal touch for the recipient.”

New means of production can increase the level of personalization even further. Michael Cornicello, the director of marketing/fulfillment at Marco Awards Group, says offering color on awards–through sublimation and UV printing–is a great way to update their appearance and increase revenue.

“By offering these, you are not only able to add a whole new look to older awards, but you can create newer awards and oftentimes get them done faster than ever before,” says Cornicello.

Traditional awards play a crucial role in enhancing satisfaction and tradition. The distinction associated with these accolades can contribute to a positive team culture, foster a sense of belonging and commitment, and cultivate an environment that inspires.

Matt Dixon is a former editor of several key publications in the engraving and personalization industry, which he's been a part of since 2007.