Why Appreciation Only Makes an Impact When People Can Choose for Themselves

Showing appreciation is simple, but giving recognition that truly sticks is an art form. Many organisations still fall back on traditional gift cards, a bottle of wine, or a bouquet of flowers. While well-intentioned, the effect is often temporary.

The reality? In today’s job market, employees, volunteers, and partners expect a reward that aligns with their personal life, taste, and needs.

The Reality: Standard Rewards are Losing Their Power

In many companies, the process of staff appreciation still follows a fixed (and outdated) pattern:

1. Procurement: One or two standard gifts are bought in bulk.
2. Logistics: Packages are handed out or posted.
3. Result: Management hopes that everyone likes it.

The risk of this approach? You are operating in the dark. A gift ends up unused in a drawer, doesn’t suit the recipient at all, or you’re left with surplus stock that nobody wants.

The consequences of a ‘one-size-fits-all’ strategy:

• Missed opportunities: You fail to create a genuine connection with your staff.
• Waste: Products are left unused or thrown away.
• No insight: You don’t know the actual impact of your investment.

Autonomy: People Want Influence Over Their Own Reward

Research consistently shows that appreciation is experienced more powerfully when the recipient has autonomy. It’s not just about the physical gift, but the feeling that you are truly being listened to. By offering freedom of choice, you provide a personal token of recognition.

A Fitting Solution for Every Target Group

With one smart solution, you immediately reach different personalities:

• The gamer: Gets excited by gaming credits.
• The culture lover: Opts for a night at the theatre or cinema.
• The young parent: Needs a fashion voucher or extra grocery budget.
• The conscious employee: Chooses a sustainable eco-brand or supports a local initiative.

Trends in Appreciation: From Standard to Smart

The era of “one gift for everyone” is behind us. The current trend in HR and relationship management is clear: we are moving towards smart, digital solutions.

Freedom of Choice as the New Standard

It’s no longer about the parcel on the doorstep, but about access to a platform where someone can choose something that truly suits them. This transforms a simple ‘thank you’ into a valuable experience that contributes to employee engagement and retention.

Author: Jan-Alix Kruizinga
October 17, 2025