One-third of distributors noted buyer requests for “eco-friendly” products in 2025, according to PPAI Research.

But what does “eco-friendly” really mean?

In the promotional products industry, sustainability is often talked about but frequently misunderstood. Does it simply mean products made with recycled materials? The answer is no, and learning to move beyond buzzwords can be key to building deeper relationships with today’s buyers, as many are no longer satisfied with unsubstantiated claims of “eco-friendly” products.

They want documentation and evidence of positive environmental and social outcomes tied directly to the products they purchase and the partners they choose.

Industry Momentum: Sustainability Is No Longer Optional

Sustainability is no longer a niche topic – it’s shaping strategy across organizations of all sizes. From Fortune 500s to mission-driven nonprofits, companies are embedding sustainability into operations and vendor selection, with corporate buyers now looking beyond recycled content to require certifications, traceability and proof of social and environmental responsibility.

This shift presents a great opportunity for promotional products professionals to demonstrate an understanding of what matters to these corporate buyers and evolve how we talk about, design and sell sustainability.

RELATED: Frank Carpenito: Leading From The Outside In

It’s no longer enough to just offer tote bags made with recycled materials as a “sustainable” solution. Buyers want to validate the impact of their purchases.

A truly credible sustainability story in promotional products must go beyond materials. It requires:

  • A broader scope: One that reflects the broader environmental and social impact of a product and the company behind it, including things like carbon footprint data, supply chain transparency, social responsibility programs, waste reduction, third-party certifications and more.
  • Alignment with company goals: Buyers often have their own corporate environmental and social requirements, requiring data and proof of the claims being made.
  • Transparency and trust: Overgeneralized claims (e.g., “green” or “eco”) can expose companies to accusations of greenwashing. These claims need to be backed up with verifiable data to build trust and mitigate risk.


Sales & Marketing: Educating To Differentiate

For sales teams, the challenge is to move beyond buzzwords. It’s translating buyers’ needs into credible value propositions that clients can trust. Here’s how promotional products professionals can start to shift the conversation and add more value to their customers’ sustainability journeys.

  • Connect products to client goals: Many buyers have corporate sustainability targets, whether carbon reduction commitments or reducing packaging and waste. Align product recommendations with those desired outcomes.
  • Shift conversations from features to outcomes: Instead of leading with “this product is made with recycled content,” bring data like carbon footprint numbers, third-party certifications and give-back programs.
  • Use storytelling with substance: Show how sustainability actions delivered real impact (e.g., how carbon offsets funded community projects, or how PVC elimination reduces toxic exposure risks).


Getting Started With Selling Sustainability

Don’t be paralyzed by the complexity of this topic. Here is how you can get started and shine in front of your clients in three easy steps:

1. Educate Yourself

Start with the basics. Use PPAI’s sustainability resources and review annual ESG and/or CSR reports of your key customers, favorite brands and trusted suppliers. Seek answers about unfamiliar terms on AI platforms or through search engines. Just getting familiar with the language is a win.

Don’t worry about knowing everything. Focus on three core areas to start: low-impact materials and responsible sourcing, carbon footprint and emissions, and social impact and brand give-back programs.

2. Leverage Supplier Tools

Many suppliers identify products on their websites that meet sustainability criteria, like using verified recycled content, traceable materials and/or product-level carbon footprint data. These tools are designed to make it easier for you to recommend more responsible product options.

3. Ask Better Client Questions

Here are a few to get you started:

  • “How does this product reflect on your brand if it’s only used once?”
  • “How would a Gen Z or Millennial recipient respond to this product?”
  • “Do you want to elevate your brand through the ‘story’ behind this product?”


Pro tip: Frame lower-impact gifting solutions not just as a moral choice, but as a smart and strategic one. Thoughtful, responsible gifting enhances brand perception, strengthens trust and helps your clients live their values.

Unlocking Competitive Advantage

Selling sustainability credibly isn’t just good citizenship – it’s a business differentiator. In a crowded market where reliability, product knowledge and service are table stakes, the ability to offer verified, impact-oriented solutions can set sellers apart.

Distributors can position themselves as trusted advisors, helping clients navigate sustainability complexities and offering promotional products that contribute meaningfully to fulfilling client goals.

The promotional products industry is evolving. Sustainability is no longer an add-on; it’s a requirement for building trust, relevance and long-term success. By moving beyond buzzwords, sales professionals can help their clients make credible, impact-driven choices, and in doing so, differentiate themselves in a competitive landscape.

Bryant is vice president of marketing, product and design at Gemline. Kissell is vice president of sales at Gemline.