Independent Study: Branded Merchandise Is One of the Most Carbon-Efficient Advertising Channels

PPAI MEDIA RELEASE

IRVING, TX – February 4, 2026 – New research conducted by an independent climate advisory firm and jointly commissioned by Promotional Products Association International (PPAI) and Advertising Specialty Institute^®(ASI),  working with European industry partners, reveals that branded merchandise is one of the most carbon-efficient advertising channels when measured against memorized impressions, a key indicator of brand recollection. As organizations face increasing pressure to meet ESG commitments without sacrificing performance, the study offers a practical framework for evaluating advertising channels using consistent, comparable metrics.

Unlike many digital and broadcast channels, promotional products deliver extended brand exposure through repeated use over time, rather than fleeting views. Because branded merchandise is used repeatedly, it generates ongoing brand exposure, and thus more intended impact relative to the amount of CO2 created.

The landmark study, “Promotional Product CO2 Project,” compared the full life-cycle carbon impact of branded merchandise against digital, television, radio, print, and out-of-home advertising across U.S. and European markets.

The study should remind eco-conscious marketers that bringing branded merchandise to the forefront of a marketing plan in a thoughtful and intentional way may yield both effective and carbon-efficient results.

“Branded merchandise is often underestimated in sustainability conversations because it’s tangible,” said Elizabeth Wimbush, CAS, director of sustainability and responsibility at PPAI. “This research challenges assumptions by showing that when products are designed to be useful, durable, and kept over time, they can deliver exceptional brand impact with comparatively low carbon emissions. It gives brands credible data to make smarter, more responsible marketing decisions.”

Key Findings:

• Promotional products generate up to eight times less carbon impact per memorized impression than digital advertising, including social media and online display ads, which rely on ongoing energy-intensive technologies such as AI.

• Across combined U.S. and European markets, branded merchandise ranks second only to out-of-home advertising in carbon efficiency per memorized impression. In the U.S., out-of-home advertising and branded merchandise offer the same carbon efficiency per memorized impression.
• On a per-campaign basis, promotional products produce significantly lower emissions than digital, television, radio, and print advertising.

“One of the most important takeaways from this study is that it brings visibility to carbon costs that are often overlooked,” said Drew Holmgreen, president and CEO of PPAI. “This research gives brands a clearer, more complete picture of how different marketing channels compare.”

Study Methodology

The study was conducted using a carbon tracking tool and verified by independent climate advisory firm 51toCarbonZero. Primary data was collected from two significantly sized promotional products distributors, one in the U.S. and one in Europe. Data was applied to a carbon tracking tool, with a methodology certified by Bureau Veritas to be in accordance with ISO 14067 principles and dedicated to the promotional industry, in addition to published comparative media research.

The findings provide the promotional products industry with its most comprehensive, data-backed sustainability benchmark to date, offering brands and marketers a clearer way to evaluate advertising effectiveness alongside environmental responsibility. Researchers noted the results are intended to provide comparative, directional insights, not product-level carbon claims, and serve as a foundation for expanded future research.

“This research gives the promo industry something it has long needed – credible data that puts sustainability claims into real context,” said Timothy M. Andrews, president and chief executive officer of ASI. “By using actual sales data from large U.S. and European distributors and established carbon tracking tools, the study shows how promo products compare to other ways brands advertise, based on measurable impact rather than assumptions. That level of transparency benefits brands, marketers and the entire industry.”

The study is intended to serve as a foundation for continued industry research and collaboration.

To learn more about the findings or PPAI’s ongoing sustainability initiatives, visit PPAI.org.

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About PPAI Promotional Products Association International (PPAI) is the world’s largest and longest-running not-for-profit promotional products association with a 121-year history of serving a community that has grown to some 15,000 corporate members. PPAI advocates for the branded merchandise industry, which is made up of over 500,000 professionals in the U.S. alone. For more information, visit PPAI.org.