How Enterprise Brands Are Evolving Their Marketing Spend in 2025
The marketing landscape is always evolving, and in 2025, enterprise brands are making strategic shifts in their budgets to stay ahead. With economic fluctuations, changing consumer behaviors, and an increased emphasis on sustainability, companies are refining how they allocate dollars for events, branded merchandise, and print marketing.
At Dryvve, we’re seeing firsthand how major brands are rethinking their approach to promotional products—leveraging them as powerful marketing tools rather than last-minute add-ons. Here’s what’s changing and what it means for your brand.
A Smarter Approach to Event Marketing
Live events, trade shows, and conferences remain a core part of corporate marketing strategies, but budgets are shifting toward a more targeted approach. Instead of investing heavily in massive trade show booths or splashy event activations, companies are focusing on quality over quantity—ensuring that every dollar spent drives engagement and ROI.
That means fewer giveaways that end up in the trash and more curated, high-quality branded merchandise that resonates with recipients. Items that align with a company’s sustainability goals, such as upcycled or eco-friendly swag, are in high demand. Tech-integrated gifts, such as Smart notebooks or wireless charging pads, are also gaining traction as brands seek ways to maintain their brand presence in a digital-first world.
Branded Merchandise: A Shift from Swag to Strategy
The days of slapping a logo on a cheap pen and calling it a marketing strategy are over. Enterprise brands are now viewing branded merchandise as a true extension of their marketing campaigns—and they’re spending accordingly.
Instead of one-off purchases, businesses are opting for fully integrated branded merchandise programs that align with their overall marketing goals. This means:
• Personalized and limited-edition items that create exclusivity and buzz.
• Retail-inspired products that employees and customers actually want to use.
• Sustainability-driven initiatives, such as carbon-neutral shipping and recycled materials (which Dryvve proudly supports).
Another big shift? The move toward on-demand production. Many companies are reducing inventory waste by embracing print-on-demand and made-to-order merchandise, ensuring they only produce what’s needed while still delivering a high-end experience.
Print Marketing Is Making a Comeback—With a Twist
While digital marketing still dominates, print marketing isn’t going anywhere—it’s just evolving. In 2025, brands are rethinking how they use print collateral, moving away from generic brochures and opting for high-end, interactive print experiences.
Tactile, premium materials, augmented reality (AR) integrations, and direct mail campaigns featuring branded merchandise are helping companies cut through the digital noise. QR codes that drive engagement, personalized packaging, and sustainable printing practices are all part of the mix.
What This Means for Your Brand
As enterprise companies adjust their marketing budgets, the key takeaway is clear: promotional products, print marketing, and event strategies aren’t being eliminated—they’re being optimized.
If you want to maximize impact in 2025, think beyond traditional swag and focus on branded merchandise as a marketing investment. Whether it’s creating a unique gifting experience, aligning with sustainability goals, or integrating tech-driven solutions, the future of marketing spend is all about strategy.
Need fresh ideas for your next campaign? Let’s start a project today!