The milestones worth remembering (and the ones to skip)

Over-gifting is a real thing. Send too much, too often, and the whole exercise starts to feel like noise — another automated email from HR.

The occasions that consistently land, in our data and in the feedback we hear back from teams, are the ones tied to genuine life events: birthdays, work anniversaries, a new baby, a wedding, a house move.

The ones to think twice about? Random Fridays. Made-up international days. Anything that requires an explanatory paragraph before the recipient understands why they are being given a cake.

The rule of thumb we use internally: if you would mention it to a friend at the pub, it is probably worth marking.