It's easy to get caught up in the whirlwind of hitting targets and achieving milestones, often overlooking the human engine driving these successes—your team. The numbers back this up: 69% of employees say they would work harder if they felt their efforts were appreciated.  (Apollo Technical)

As we’ll explore through a recent partnership with a major Consumer Packaged Goods (CPG) company, showing team appreciation isn’t just a "nice-to-have"—it's a strategic business decision with measurable results.

The Business Case for Employee Appreciation

Employee engagement is a critical driver of business success. Research from Gallup shows that highly engaged teams see a 22% increase in profitability.  (Gallup)

Yet, disengaged employees cost U.S. companies up to $550 billion annually in lost productivity. (Gallup) The simple act of recognizing and appreciating employees can make a monumental difference in retaining talent, increasing morale, and ultimately boosting the bottom line.

One of our CPG clients recognized this opportunity. They wanted to honor their sales team for a stellar fiscal year, but they faced a common challenge: how to express genuine gratitude in a scalable, personalized, and meaningful way. The solution they implemented, with the help of The Expressory, offers valuable lessons for any business.

Balancing Personalization and Scale

Employee appreciation is one of the most effective ways to foster engagement, but personalization is key. A survey by OC Tanner found that 40% of employees feel that any recognition they receive is more like an empty gesture. And when leaders don’t communicate the actual accomplishment or make the acknowledgement personal in some way, the employees are 42% less likely to be engaged.  (Octanner)

However, achieving personalization at scale—particularly for large teams—can feel daunting.

The CPG company faced several hurdles:

• A limited timeline (gifts had to be delivered by July 4th).

• The need to ensure the gift resonated with a diverse group of employees.

• A strict fiscal budget requiring efficient and thoughtful execution.

The stakes were high, but the potential payoff—motivated employees entering a new fiscal year with renewed commitment—was worth it.

Strategic Engagement Through Gifting

Our goal in designing the experience was to create emotional connections that inspired action. As usual, we leaned into our Six Strategic Storylines™, which draw from social psychology to make our recommendations for a package that would cultivate meaningful enough experiences that people were willing to share.

Here’s how we approached the challenge:

Understanding the Team's Needs

We analyzed the preferences of the sales leadership team and combined that with our understanding of the brand from on-going service.  We wanted to make sure that we could create a one-sized gift that felt personal enough and really resonated across diverse life stages. Given the timing of the project, we felt that summer and 4th of July-themed gifts would evoke positive emotions tied to the season's celebratory nature. Everyone can relate to summer celebrations and the 4th of July. 

Crafting the Experience

The curated gift package included high-quality, trendy items that catered to both utility and sentiment:

A branded Nike hooded sweatshirt for a personal yet professional touch. 

American flag-themed aviator sunglasses to pull in the 4th of July theme.

A Turkish towel, which was a trending lifestyle item. We wanted to tap into the feeling of being part of a trend and sharing the experience with their community. 

A portable tabletop bonfire and s’more kit to inspire shared summer memories. Families could create personal memories with their children and singles could enjoy a fun night with friends. 

A Yeti tumbler, adding a premium feel. Another highly trending item.

These items weren’t just random—they were also handpicked to align with our Six Strategic Storylines, specifically emphasizing Goal Acknowledgment, Seasonal Transition, and Shared Experiences.

Personalized Messaging

To tie it all together, each gift included a handwritten note from the division head. This small but impactful gesture demonstrated the company’s gratitude and reinforced the personal connection between leadership and employees. 

The Results: A High-Impact Success

The results of this initiative underscored the power of strategic appreciation:

66% engagement rate: Employees shared their excitement through emails, social media posts, and messages.

21% increase in brand visibility: Employees tagged the company in social media posts, amplifying its impact.

27% direct appreciation: Recipients expressed gratitude via personal thank-you notes or emails.

Operational Efficiency: Outsourcing logistics to The Expressory saved the company significant time, enabling employees to focus on core responsibilities.

Beyond metrics, the initiative created a ripple effect of positivity. Employees who feel appreciated are 63% more committed to remain with their employers. (Rewardian) 

Why Employee Appreciation Works

Appreciation taps into three core human needs: validation, understanding, and care. As social psychologist Harry T. Reis explains, people thrive when they feel seen and valued. Here’s how these principles work in practice:

Validation: Recognizing employees acknowledge their unique contributions.

Understanding: Thoughtful gestures show that leadership understands and respects their efforts.

Care: Genuine acts of gratitude foster emotional connections, inspiring loyalty and trust.

How to Build an Appreciation Strategy

Inspired by this case study? Here’s how you can cultivate a culture of gratitude:

Know Your Team: Use surveys or informal conversations to understand employees’ interests and values.

Personalize the Experience: Tailor your recognition to individual needs/interests, whether through notes, gifts, or experiences.

Mark Key Milestones: Use opportunities like fiscal year-end, holidays, or project completions to celebrate achievements.

Partner with Experts: Don’t let logistics overwhelm you. Partnering with an engagement agency like The Expressory ensures seamless execution.

Appreciation is more than a feel-good gesture—it’s a strategic lever for driving engagement, boosting retention, and achieving measurable ROI. As demonstrated in our work with the CPG company, a thoughtful appreciation initiative can leave lasting impressions while aligning your team with business goals.

At The Expressory, we specialize in helping businesses turn gratitude into strategy. If you’re ready to strengthen your team relationships and elevate your workplace culture, contact us to explore how we can help. Join one of our or upcoming Q&As or schedule a conversation.