Once upon a time, sustainability in the promotional products industry looked a lot like … well, a tote bag. Maybe a pen with recycled content. Maybe even a reusable straw if things got really wild.
And hey, those things still matter! (We’ll always have a soft spot for a good tote.) But as PPAI 100 leading companies show, the story is moving to the next chapter – one where sustainability isn’t just something you carry around; it’s something you build into your business from the ground up.
Today, sustainability isn’t just about optics. It’s a fully fledged business strategy. The industry’s growing up and moving from good intentions to real, measurable impact. It’s like we finally figured out that Earth Day is more than just a cute marketing holiday – it’s a whole lifestyle.
From Good Intentions To Informed Decisions
We’re entering what I like to call the “young adult” phase of our sustainability journey – still bright-eyed and bushy tailed, but now asking better questions and actually reading the fine print. Companies that used to set broad sustainability goals are now rolling up their sleeves and digging into the details, asking the who, what, where and how behind every product. (Yes, even that adorable bamboo pen.)
Lifecycle assessments, greenhouse gas accounting, third-party audits and certifications – it’s not just for show anymore. It’s for substance. The receipts are being gathered, spreadsheets are being color-coded, and supply chains are getting their quarterly or annual checkups.
Sustainability isn’t just a marketing team’s passion project these days – it’s a company-wide, whole crew, “everybody in the van” kind of adventure. These efforts are being fueled by rising expectations across the board, from consumers, corporate buyers and regulators alike.
Consumers Still Care, And Corporate Buyers Have Noticed
Consumer interest in sustainability hasn’t faded. It has become more deliberate. According to McKinsey & Co. and NielsenIQ, products with environmental, social and governance claims grew 28% over a recent five-year period, compared with 20% growth for those without such claims. Those ESG-related products accounted for more than half of total market growth.
McKinsey also reports that 60-70% of U.S. consumers say they are willing to pay more for products with sustainable packaging, and more than half would choose a more sustainable option if pricing is comparable. A separate global survey reinforces that point, with 82% of consumers (and 90% of Gen Z) saying they would pay more for sustainably packaged goods. That’s not just a blip on the radar – it’s a full-on marching band parade, batons and all.
Elizabeth Wimbush
Director of Sustainability & Responsibility, PPAI
Corporate buyers are taking note. For brand marketers, promotional products with credible sustainability stories help align with broader ESG initiatives and avoid accusations of greenwashing. Buyers aren’t just browsing – they’re evaluating claims, packaging and sourcing data. As a result, suppliers and distributors alike are being pushed to back up their narratives with traceable information. No surprise, then, that large buyers are increasingly requesting detailed disclosures about sourcing, recyclability and labor conditions.
The old “Just trust us, it’s green” routine? It’s been retired, along with flip phones and 2007 social media bios. (RIP my old Nokia brick.)
Regulation Is Catching Up
Meanwhile, regulators have laced up their kicks and are jogging right behind us.
States including California, New York and Washington are expanding legislation around climate disclosures, chemical safety, product labeling and labor transparency faster than you can say, “Wait, what’s in this fabric blend?”
- The Fashioning Accountability and Building Real Transparency (FABRIC) Act and the Climate Corporate Data Accountability Act are early signs of broader regulatory shifts.
Globally, Europe’s Corporate Sustainability Due Diligence Directive and its forthcoming Digital Product Passport initiative are expected to have far-reaching implications for supply chains, including many North American firms. If your products are globetrotting, your compliance will have to keep up, too.
The bottom line? Companies that have been or start prepping now – building strong data systems, mapping supply chains, double knotting their sustainability shoelaces – will have a serious head start. Those who wait risk scrambling to meet compliance – or worse, facing penalties, failed audits or lost business.
A Closer Look At Country Of Origin
A growing area of focus is country-of-origin data. With trade tariffs in flux and geopolitical uncertainty on the rise, buyers are looking for more than just a product spec. They want to know where it was made and under what conditions. Give me the full origin story, preferably with no plot twists, please.
In response, suppliers are upgrading their systems to streamline and standardize COO disclosures. Distributors, in turn, are requesting this information earlier in the sales cycle, often during onboarding. Better to ask now than get ghosted later.
This level of traceability doesn’t just support sustainability goals; it also helps ensure operational resilience. It’s part of a broader trend: Sustainability is no longer a siloed function but a shared responsibility across sourcing, sales, compliance and logistics.
The Road Ahead: Build, Don’t Boast
Looking ahead, the industry’s path is clear: Sustainability isn’t a show-and-tell project. We need to keep building systems, partnerships and processes that make sustainability credible and practical – the kind of stuff that doesn’t always fit on a bumper sticker but absolutely shows up in the results. This includes investing in data infrastructure, pursuing certification partnerships, strengthening supplier relationships and expanding buyer education.
The future isn’t about perfection. It’s about progress. It’s about choosing transparency over glossy packaging, focusing on tangible impact over trendy buzzwords. Most of all, it’s about working together rather than waiting for individual heroics – collaboration beats going it alone.
The good news? We’re not starting from zero. The industry has already made significant strides. And in recent years, collaboration has accelerated in ways that weren’t possible a decade ago, from cross-border partnerships to supplier-distributor transparency initiatives that would make Sherlock Holmes proud.
Yes, the road ahead will have a few bumps, maybe even a pothole or two. But if we build right, the value we generate will extend far beyond carbon reductions or regulatory checkboxes. It will reshape the definition of good business in the promotional products industry.
And that’s a legacy worth investing in. (And yes, you can still bring your favorite tote along for the ride.)
Wimbush is the director of sustainability and responsibility at PPAI.
