Branded merchandise connects brands and people every day, with its collective impact extending well beyond the products consumers wear, use, receive or purchase.

A landmark study commissioned by Promotional Products Association International (PPAI), conducted by Oxford Economics and supported by the Australasian Promotional Products Association (APPA), provides the first comprehensive look at the global economic ecosystem behind branded merchandise.

The study measures the economic footprint of branded merchandise across market spending, GDP contribution, jobs supported and tax contributions, with APPA contributing to the research and supporting the representation of the Australian and New Zealand markets.

Key findings from the study include:

Global market
GDP contribution: USD $472.3 billion
Branded merchandise market spending: USD $338.3 billion
Employment: 11.9 million jobs supported worldwide

Australian market
GDP contribution: AUD $10 billion (1.4% of the global industry GDP contribution)
Branded merchandise spending: AUD $7.8 billion (1.5% of global spending)
Employment: 51,000 jobs supported (0.43% of total global jobs)

New Zealand market
GDP contribution: NZD $808 million (0.10% of global total)
Branded merchandise spending: NZD $619 million (0.11% of global total)
Employment: 4,800 jobs supported (0.04% of total global jobs)

Click here to learn more about the economic footprint of branded merchandise in Australia and New Zealand.

“PPAI commissioned this study to establish a credible, independent, and globally relevant understanding of branded merchandise, from the sourcing of raw materials through customisation and distribution to the many ways merchandise is ultimately gifted, sold, and experienced,” said Drew Holmgreen, PPAI President and CEO.

The analysis captured direct activity within the industry, indirect activity across the supply chain and induced activity generated through worker spending.