AlbiMarketing Urges HR Leaders to Rethink Gifting Culture with Trust-Based Recognition Model

HELSINKI - June 13, 2025 - PRLog -- AlbiMarketing, a leader in employee engagement strategy, has released a new research-backed perspective urging HR and People leaders across Europe to re-examine the rise of always-on employee gifting. Based on data from leading Nordic institutions, the company advocates for a shift from transactional rewards to trust-based, meaningful recognition.

The announcement builds on AlbiMarketing's long-standing commitment to helping organizations build sustainable culture practices. With gifting budgets increasing across hybrid workplaces, the company warns that frequent perks — from gift cards to branded swag — may do more harm than good. When generosity becomes routine, it risks creating entitlement, masking deeper cultural issues, and weakening the impact of appreciation.

The insight comes from The Gifting Paradox, a thought leadership piece developed in partnership with experts in organizational psychology and Scandinavian leadership models. The article contrasts costly recognition (material rewards) with valuable recognition (autonomy, visibility, inclusion) and shows how the latter creates stronger, longer-lasting engagement.

"Recognition isn't about budget. It's about attention," says Natalia Illarionova, CEO of AlbiMarketing. "We've seen organizations spend thousands on perks, while missing the human signal of trust. Our goal is to help teams build cultures where people feel seen — not just compensated."

The article cites multiple studies, including findings from Aarhus University and the Finnish Institute of Occupational Health, highlighting that autonomy and psychological safety outperform material incentives by a factor of three in driving long-term motivation.

As part of its initiative, AlbiMarketing offers a framework for companies looking to rebalance their recognition strategies. Among the key recommendations:

Replace scheduled gifting with contextual, peer-to-peer appreciation

Offer "recognition moments" tied to contribution, not calendar events

Elevate autonomy as a core signal of trust, not just performance reward

Track visibility of effort across functions, not just formal outcomes

The company also highlights how digital platforms like AlbiCoins support this approach — enabling teams to surface everyday contributions, foster recognition rituals, and reduce dependence on incentives.

With organizations under pressure to retain talent in a post-inflation economy, AlbiMarketing believes this shift is not just cultural — but strategic. "Recognition that builds trust becomes an engine for retention, collaboration, and innovation," Illarionova adds.

HR and People leaders interested in rethinking their recognition strategies are encouraged to explore the full perspective and request a consultation via https://albimarketing.com.