When people say that gifts are no longer what they used to be, it is not exactly as bad as it sounds. In fact, in a way, it might be good.
Of course there was a time when gifts were rare, if not an unordinary, it is given on very unordinary times. Today however, gift-giving is almost a routine. Take for instance among offices today. A few decades ago, gift-giving in the corporate was limited to special occasions, often major holidays like Christmas or Thanksgiving. Even anniversaries did not usually involve gift-giving. Today however a regular employee can receive as many as a dozen gifts within the year. During birthdays, valentines, Halloween, even personal events like weddings, child birth, special promotion, or office foundation day, gifts have become regular features of these celebrations. Evolving Practice; Evolving Gifts And even the nature of promotional corporate gifts in Singapore have likewise changed. Whereas before a typical gift from office boss and managers were pens, paper pads, paperweights, clocks or stationery, today business corporate gifts can run from a watch, a clock, baby hampers, wines. Even jackets, caps and shirts are no longer just the simple apparels that had the corporate logo or organizational seal embroidered or printed on it. In Singapore today, such apparels are ‘personalized’ gifts often bearing the recipient’s name and in other rare times even a person’s photo. Mugs have also evolved into such personalized corporate gifts in Singapore. Also unbeknownst to many, in Singapore, corporate gifts today do not hold mere physical or financial value. In fact it is also no longer simply symbolic. In many cases, corporate gifts are promotional corporate gifts that serve dual purposes of acknowledging the value of a person while at the same time providing public relations functions. And why not, in a heavily competitive business environment today, the slightest advantage in customer relations can spell significant differences in sales and patronage. Never mind that a client is not exactly satisfied with a product, although that is rarely a case, but some average consumer sometimes value customer service and relationship. Gifts goes a long way in strengthening the latter. Gifts as Expressions of Social Commitment Gifts today have also evolved into something with of a sign of social activism. Or at least a means to communicate a company’s commitment to relevant social issues. Whereas before premium corporate gifts signifies a company’s status or stature or the value which they put to employees, partners or customers to whom they give these items—the cost of an item may actually imply how much a company values a person--, today corporate gifts are not simply about monetary value but about sensitivity to political and environmental issues. For instance using recyclable materials for bags or gift wraps, environment friendly materials for shirts and apparels, products that did not cost or harm animals, plants or trees during production, inorganic food and materials produced without using chemicals or environmentally harmful substances matter in the value in the over-all value of a corporate gift. Even fair labour practices can factor in determining the social relevance of a gift and therefore a company
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