In earlier years, we did 50% of our business in promotional marketing in the last two months of the year.  Why?  Recognition and appreciation. 

Many clients ordered personalized Christmas cards, purchased gifts for both staff and clients and often tabulated performance for year-end recognition, bonuses and more. 

Two things noticeably changed that behaviour.

1) The 2008/09 Recession. When budgets got tight, companies made sweeping cuts—and many considered appreciation “non-essential.” Recognition programs, team bonuses, cards, and holiday gifting were often the first to go. According to a 2012 SHRM study, 58% of organizations reduced or eliminated recognition programs due to budget constraints. Ironically, businesses that maintained their recognition efforts saw 63% higher employee engagement—but those numbers didn’t show up in the immediate P&L, so they were ignored.

2) The rise of the internet.Convenience replaced connection. Rather than signing cards or mailing thoughtful notes or gifts, many opted to “press send” on a mass holiday email or digital card. Efficient, yes—but the personal touch was lost. And people felt it. A Gallup study showed that only one in three employees had received any meaningful recognition in the past week. Even more telling, over half said the recognition they did receive felt generic or hollow.

The result? Predictable—but not taken seriously.

Studies from the OC Tanner Institute show that employees who feel undervalued or under-recognized are:

• 2x more likely to be actively looking for another job
• 3x less likely to recommend their workplace to others
• 4x less likely to feel a sense of purpose or belonging

The Harvard Business Review reported that feeling unappreciated is the #1 reason people leave jobs—more than compensation, title, or workload. And on a neurological level, when we do feel appreciated, our brain releases dopamine, a feel-good chemical that reinforces the behaviour. Without it? We check out emotionally.

Aha! ~ You can’t automate authenticity. And you can’t bulk-send gratitude.

There is no replacement for a genuine moment of recognition or an organic thank-you.

One of my favourite distinctions on this comes from Daniel Pink, who explains the difference between “If/Then” recognition—reward-based, goal-tied gestures—and “Now/That” recognition, which comes unexpectedly and without condition. It’s the kind that surprises, delights, and stays with people for a long time.

Each year, I send a couple hundred chocolate Christmas cards—not just to customers, but to mentors, providers, couriers, my bank manager, bookkeeper, and association execs… those who truly contributed to my success. It’s one of my ways of saying “Now that you’ve been part of my year, thank you.”

Last year, unfortunately, many packages were broken into and envelopes arrived empty. So, this year, I’ll be sending them for Thanksgiving instead. It’s more timely anyway—a true season of thanks. And fingers crossed, those hungry for gift cards (and disappointed to find chocolate) will leave them alone.

Because in a world that’s increasingly loud, rushed, and automated, an organic thank-you—not tied to a transaction, contest, or performance—isn’t just refreshing. It’s rare.  And believing that we never accomplish anything on our own invites us to see others’ contributions more clearly—and to express praise openly, generously, and without hesitation. 

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”   — Maya Angelou

Okay, so this was a long one but I felt compelled to inspire with not only stories but studies. We’ll elaborate in Human U this Wednesday.  Join us!