Corporate gifting, although often viewed through the lens of relationship building and brand promotion, also has physiological effects on both the giver and the recipient. These effects, while subtle, play a significant role in shaping how gifts are perceived and how they influence emotions, attitudes, and behaviors.
“After receiving a personalized corporate gift that truly resonated with our company values, our partnership transformed. It wasn’t just a gesture—it was a reminder that they understood us, and that strengthened our relationship in ways we never expected. A single thoughtful gift paved the way for long-term trust and collaboration.” — Sarah Jenkins, CEO
Research on corporate gifting:
- Deloitte study: 78% of businesses believe gifting enhances client relationships.
- ASI Global Business Study: 62% of recipients are more likely to do business with brands that have gifted them.
- 83% feel closer to companies who sent them corporate gifts
1. Release of Dopamine
Corporate gifting can trigger a dopamine release in both the giver and the recipient. Dopamine is often called the “feel-good” neurotransmitter, and it’s associated with pleasure and reward. When a person receives a gift, it activates the brain’s reward centers, which boosts feelings of happiness, appreciation, and satisfaction.
- For the Recipient: The act of receiving a thoughtful or unexpected gift can lead to an increase in dopamine, causing feelings of pleasure and satisfaction. This can contribute to an improved mood and enhanced emotional well-being.
- For the Giver: Giving a gift also triggers a dopamine release, as generosity and kindness are linked with feelings of happiness and personal reward. The physiological response reinforces positive behaviors and motivates people to continue giving.
2. Reduction of Stress and Cortisol Levels
Corporate gifting, particularly gifts related to wellness (such as plants, spa kits, or relaxation tools), can reduce stress by influencing the body’s production of cortisol, the stress hormone.
- Receiving Plants and Nature-Related Gifts: Research shows that exposure to nature, even through indoor plants, can lower stress levels, heart rates, and blood pressure. A corporate gift like a plant from Gardenuity can lead to relaxation and mindfulness, as the recipient cares for the plant and enjoys the natural benefits it brings to their environment.
- Impact on the Giver: The act of giving can reduce stress as well. When people engage in acts of generosity, they often experience a calming effect, with cortisol levels dropping. This response is linked to the positive emotional experience that comes from altruistic behavior.
3. Boost in Oxytocin Levels (The “Bonding Hormone”)
Oxytocin is often referred to as the “bonding hormone” because it plays a role in building trust and fostering social connections. Corporate gifting can stimulate the release of oxytocin, which strengthens relationships.
- Building Connections: When a person receives a thoughtful gift, oxytocin levels may rise, making them feel a sense of connection, trust, and bonding with the giver. This is particularly important in business, where corporate gifting can facilitate trust and stronger relationships between partners, clients, or employees.
- For Givers: Giving a gift also promotes the release of oxytocin in the giver, fostering feelings of empathy, connection, and social belonging. This can be especially impactful in strengthening relationships within teams or between leadership and staff.
4. Increased Serotonin (Mood Stabilizer)
Corporate gifting can enhance serotonin levels, a neurotransmitter that helps regulate mood, promote a sense of well-being, and reduce feelings of anxiety or depression.
- Receiving Thoughtful Gifts: A well-thought-out corporate gift can leave recipients feeling valued and appreciated. This leads to an increase in serotonin, which stabilizes mood and reduces stress or anxiety, contributing to overall happiness.
- Positive Feedback Loop: For the giver, knowing they have made a positive impact can similarly boost serotonin levels. The act of contributing to someone else’s happiness, especially through personalized or meaningful gifts, reinforces their own emotional well-being.
5. Improved Immune Function
Interestingly, the emotional effects of receiving a gift, such as feeling appreciated, can positively affect the immune system. Studies have shown that positive social interactions and emotional experiences (such as receiving a gift) can stimulate immune function.
- Improved Health and Well-being: Corporate gifts that promote health and wellness, like stress-relieving tools, spa kits, or even plants that improve air quality, can further enhance the recipient’s physical health by promoting relaxation and reducing stress-related inflammation.
6. Physiological Effects of Reciprocity
Corporate gifting can activate a natural reciprocity reflex—a psychological and physiological reaction where the recipient feels an urge to give something back. This can lead to stronger long-term business relationships, as both parties experience mutual trust and appreciation.
- Encourages Positive Interaction: The gift often acts as a social bond, leading to a cycle of positive exchanges, collaboration, and loyalty. This feeling of reciprocity is deeply ingrained in human behavior, creating a sense of obligation to return the favor.
Corporate gifting does more than just improve business relationships; it has profound physiological effects. From triggering the release of dopamine and oxytocin to reducing stress and fostering connection, both the giver and the recipient experience real, measurable benefits from the act of giving. When done thoughtfully, corporate gifting not only improves professional relationships but also contributes to the emotional and physical well-being of those involved.
If you’re looking to create a positive and lasting impact, consider gifting something that promotes well-being and growth, like Gardenuity’s living gifts, which can foster long-term happiness and health in the workplace and beyond.
Here is a link to our fall corporate gifting summary: