Sustainable promotional products – why and how?

Sustainability is more than just a trend—it’s an essential part of a brand’s identity.

Folk are increasingly drawn to businesses that align with their ethical values, particularly when it comes to environmental responsibility. According to the Promotional Products Business Association (PPAI), 87% of consumers prefer environmentally conscious brands. This pinpoints the importance of integrating sustainability into every inch of your business, including promotional product marketing.

Let’s talk about how brands can meet sustainability goals by choosing eco-friendly promotional products.

The growing demand for sustainability in marketing

The modern buyer is more selective than ever. A study by Sustainable Brands found that 77% of people are more likely to purchase from a company that’s committed to sustainability. With this shift in mind, brands must reimagine their marketing strategies, which includes their promotional products. Offering sustainable promotional products boosts brand loyalty and sets a business apart from competitors.

When chosen thoughtfully, promotional products can reinforce a brand’s sustainability mission. And swapping traditional plastic items for reusable or biodegradable alternatives can reduce environmental impact. It’s about that attention to detail.

Not only that, sustainable promotional items from bamboo, recycled materials, organic cotton, or other innovations, resonate with eco-conscious people and enhance your brand’s green credentials.

One of the most impactful ways to align your promotional marketing efforts with sustainability is by selecting products made from eco-friendly materials. There’s a rising amount of research on the environmental effects of commonly used promotional items, shaming the detrimental impact of non-renewable resources like plastic. Consider the oft-cited stat from the Ellen MacArthur Foundation that there could be more plastic than fish in the sea by 2050!. Fortunately, many better alternative materials are available.

Examples of eco-friendly materials include:

• Bamboo: Known for its rapid growth and minimal need for pesticides, bamboo is a top option for promotional products like pens, cutlery, and business banners.
• Cork: Cork is wonderful stuff. The tree it derives from, the cork oak, is regenerative and doesn’t have to be cut down to harvest the cork. Not only that, it sequesters more carbon once the cork has been stripped.

• Recycled plastic: Recycled plastic helps reduce waste and supports a circular economy. Reusable bags and drinkware made from recycled plastic can be popular choices for promotional giveaways.
• Organic cotton: Ideal for branded t-shirts or tote bags, organic cotton is grown without harmful chemicals, making it a healthier choice for the environment and the people choosing it.
• Innovative alternatives: A miscellany of brands is making alternative materials from pioneering materials, like mycelium. You may be able to craft promo materials from one of these emerging ingenuities.

When selecting your promotional items, look for certifications such as Fair Trade, Global Organic Textile Standard (GOTS), or Forest Stewardship Council (FSC) to ensure that your products meet approved ethical and environmental standards.

Case studies: brands leading the way

It’s still an improving area but some brands have successfully integrated sustainability into their promotional product marketing. Here are two of the pioneers:

Patagonia:

Known for its commitment to the environment, Patagonia has long prioritized sustainability in all aspects of its business. The company uses recycled materials for many promotional products, such as hoodies. It has also implemented take-back programs to encourage customers to recycle old items. Patagonia’s unstoppable pursuit of sustainability resonates with its eco-conscious customer base, reinforcing brand loyalty.

Dopper:

This trailblazing dutch company has distributed reusable water bottles made from recycled materials at trade shows and events. Dopper reinforces its brand values by offering promotional products that align with its zero-waste mission.

These examples demonstrate that integrating sustainable practices into your promotional marketing is achievable and can lead to greater customer engagement and brand loyalty.

Minimizing waste through sustainable marketing

Waste reduction is a key consideration in sustainable promotional product marketing. One effective way to minimize waste is by selecting durable, high-quality items that folk can reuse. PPAI provides guidelines for calculating the carbon footprint of promotional products, offering valuable insights into how businesses can reduce their environmental impact.

For example, consider providing reusable stainless steel or aluminum bottles instead of distributing disposable plastic water bottles at events. Similarly, replacing single-use plastic bags with sturdy, reusable totes can dramatically reduce waste and create long-lasting promotional products that people use repeatedly.

Sustainability also involves thoughtful planning regarding the quantity of products ordered. Over-ordering can lead to excess stock, resulting in pollutive waste. By accurately estimating your promotional needs, you can avoid surplus and ensure your marketing efforts remain eco-friendly.

Actionable tips for sustainable promo

Now that we’ve explored the importance of eco-friendly materials and waste reduction, here are some actionable tips for brands looking to connect their sustainability goals with promotional product marketing:

1. Choose high-impact, low-waste items: Select items that your customers will use repeatedly, such as reusable shopping bags, water bottles, or bamboo utensils. These items reduce waste and keep your brand at the forefront of buyers’ minds.
2. Source from certified suppliers: As the UN Global Compact notes, sourcing from certified sustainable suppliers ensures that your promotional products meet rigorous ethical and environmental standards. To guarantee responsible sourcing, look for certifications like FSC, GOTS, or Fair Trade.
3. Consider lifecycle impact: When selecting promotional products, consider their entire lifecycle—from production to disposal. Opt for items that can be recycled or composted at the end of their useful life.
4. Use promotional products to promote sustainability: Align your marketing message with your sustainability efforts by creating educational campaigns around your eco-friendly promotional products. For example, include information on the environmental benefits of the materials used in your products or tips on how customers can recycle or repurpose them.

By taking proactive steps, you can create a ripple effect that resonates with customers and demonstrates that your brand cares about the planet. Sustainability isn’t just good for the world; it’s a powerful tool for business growth and brand differentiation. That means now is the time to lead purposefully and make your promotional marketing a small step towards positive change. It may be just a small step but those can go a long way, in the end.

This post is a sponsored post created in partnership with VistaPrint. Find out more about their ambitious sustainability initiatives here. And if you’re a brand that’s serious about sustainability and interested in advertising – check out our advertising page.