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The Promotional Products Industry
This multi-billion dollar industry is comprised of suppliers and distributors who provide a wide range of products that can be branded with a company’s logo for promotional purposes. Common items include merchandise like t-shirts, key chains, stickers, pens, and mugs or sponsored kits and uniforms. Promotional products are used for a variety of reasons such as corporate giveaways, college acceptance welcome kits, or trade show goody bags.
The promotional products industry dates far back, but in light of increasing sustainability concerns, they are looking to evolve. It can be difficult, however, to make changes in an industry whose goal is to push out as much as possible. Recently, promotional products are struggling with the idea of responsible sourcing and changing the tide to prioritize quality over quantity. Luckily, there are passionate people advocating for changes.
Liz Wimbush is the first Director of Sustainability and Responsibility at Promotional Products Association International (PPAI). As a climate leader in the industry, she pushed for the company to consider where their products were coming from, what they're made of, who made them, and how to dispose of them properly. It was challenging to build a roadmap where none had previously existed and establish change in a large company working with tens of thousands of businesses. However, in response, PPAI established responsible sourcing as one of their five pillars and brought in an outside consulting service to better educate them on the process. Wimbush says “Everybody can have an impact in your personal life, in what you bring to work, in the conversations you have, and what you learn about and share. A big element of what I hope for our industry and how I think we move forward is sharing these wins and sharing the good news, the positive stories. The big picture can be pretty scary and stressful. So not falling prey to that “it's so big, why bother?”, and really encouraging people from an individual perspective to embrace their impact potential.”
Sustainability Tips for Promotional Products
Change can happen on many different levels for such a large industry. Here are a few tips on where to get your promotional products business started:
Consider gaining sustainability certifications such as B Corp, Fair Trade, FSC (Forest Stewardship Council), or Cradle to Cradle. Certifications can build credibility and show your company’s commitment to sustainability.
When producing products, consider using materials that are recyclable and biodegradable. When your product’s lifespan comes to end, you want to make sure it can be disposed of properly instead of piling up in landfills. Avoid producing plastics and other chemicals such as dyes where possible as they can pollute the environment during production and continue to pollute when disposed of. When creating clothing and bags consider organic fabrics such as cotton or hemp for both quality and also to avoid the release of more microplastics into the environment.
Use minimal and right-sized packaging that reduces waste and shipping emissions. Implement reusable or returnable packaging solutions where possible. Eliminate single-use plastic such as no bubble wrap or plastic sleeves when unnecessary. If your products require packaging, look for recyclable alternatives.
Prioritize suppliers who publish impact reports or offer full supply chain transparency. Seek partnerships with small or local businesses to decrease transportation emissions. Make sure to inquire about their energy use, sourcing, and employment practices. For example, consider manufacturers who run on renewable energy or have energy-saving certifications. Or companies who employ fair wages, safe working conditions, and ethical labor practices across all tiers of your supply chain.
Use local suppliers as it will cut down on transportation emissions to lower your carbon footprint. It can also increase turnaround time, cut costs, and make for easier quality control.
When designing your products, consider their end of life and disposal. Plan for how and where the item will be disposed of. Use mono-material designs that simplify recycling. Avoid coatings, glues, or finishes that make items unrecyclable. Offer take-back programs for your promotional items by designing products that are easy to disassemble and recycle. Include QR codes or instructions on how to recycle or repurpose the item.
Choose promotional items people actually want, will use often, and keep for years to come. Creating throwaway swag serves zero purpose to the customer receiving it and to the brand on the product. The items should be durable and of higher quality. Instead of picking items that can be cheaply made or easily distributed, understand your target market and what they might be interested in using. The promotional products shouldn’t just have a logo slapped onto it, it should provide a function to the recipient. This way, we keep excess from landfills.