PPAI • JANUARY 2026 • 49 | Must Read For many startups, the root of the issue isn’t the idea but the marketing. In fact, 56% of failed startups cite marketing problems as the reason they couldn’t break through. The product didn’t resonate, the message didn’t land or the founder simply didn’t know how to connect with the target audience. That’s why, for startups, anything that builds recognition can mean the difference between fading out and taking off. Promotional products, whether given at pop-up events or community demos, can turn early fans into ambassadors and make a startup stick in people’s minds. The Demographics Of Today’s Startup Founders Startups aren’t always launched by guys in their 20s in garages. In reality, 59% of founders are over 40, and the average founder age is 42. More women are also stepping into the founder role. They account for 35% of all startups, up from just 17% a few years ago. Education varies widely, too. About 3 in 4 founders hold a bachelor’s degree, with far fewer pursuing advanced degrees and only 3% earning doctorates. While founders come from all kinds of backgrounds, they tend to have one thing in common: They know how to tell their story. Promotional products help them do that, giving their growing teams and early supporters something to rally around. Age Is The New Advantage When it comes to startups, experience pays off. One study shows that a 60-year-old is three times as likely to build a successful startup as a 30-yearold. Whether they’re meeting with an investor or a potential client, promotional items like luxe notebooks and drinkware can help them tell their story and make a big impression. Promo To Attract Startup Talent Hiring a team is one of the biggest expenses for a startup, typically accounting for around 20% of a company’s total budget. While talent is a major investment, getting the right people on board is critical to a startup’s success. Two founders can increase the odds of a startup’s success, with 30% more investment, and three times the customer growth rate. Founders can use branded merch like coffee mugs and tech tools to spark conversations with potential talent and get their growing team noticed. Contractors Are Key For Startups Many startups rely on contractors to get specialized skills without long-term commitments. Among founders who use contractors, 64% say they do so to expand quickly and 61% say their company is very reliant or reliant on contract talent. Promotional products can help founders build relationships with these essential contributors. Items like custom mugs and tech accessories show appreciation and keep a startup’s name part of their daily routine. Promo That Clicks With Gen Z Gen Z isn’t interested in traditional jobs, with 67% of young adults saying working for someone else is their “worst nightmare.” Their solution? Entrepreneurship. Almost two-thirds of Gen Z plan to start a business in the next three years, and nearly half believe their innovative idea has legs. Startups can attract this wave of rising founders with promotional products like cozy custom hoodies or interesting desktop accessories. These items help build connection and make an impression on the next generation of entrepreneurs.
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