It would be hard to overstate the usefulness of the data that came out of the WAP study on sustainability in the branded merchandise industry. The yearlong study, commissioned by PPAI and its Board of Directors and carried out by sustainability consultancy firm WAP, produced scores of information from different perspectives that, taken as a whole, create a foundational resource for the future of sustainability in the industry.

  • As we wrap up our six-part series diving into aspects of the WAP findings, it makes sense to look forward with an area of the study that requires action: challenges.

Among both suppliers and distributors, the biggest hurdle is for resources directed at sustainability. This is a common obstacle to any business practice that is not inherently profit-driven.

Another stated challenge is the difficulty around obtaining industry standard certifications in sustainability. This issue is cited particularly among leadership of branded merch firms. With good intentions and often having genuinely put in good work to make strides in sustainability, companies would like to reflect their values with certifications but find them expensive or time-consuming to complete the proper steps.

  • Later this summer, PPAI will be publishing a case study on SBTi validations and how one PPAI member found success enlisting help from a business service provider.


Another issue that came up over and over again in WAP’s findings was “audit fatigue,” which leaders claim is creating unnecessary repetition as customers or distributors are requesting data from suppliers, who are yearning for some sort of coordinated system.

Don’t Miss A Thing: SUBSCRIBE To PPAI Newslink

“Fragmentation leads to inefficiency and skepticism, especially when customers don’t act on the data once submitted,” the WAP study reads. “Interviewees called for harmonization of audit and certification expectations across the industry.”

  • Harmonization is easier said than done, but PPAI is experimenting with its Sustainability Action Group and Product Responsibility Action Group to create standardized ESG questionnaires that prevent redundancy.
  • Advancements in AI – even since the conclusion of this study – could potentially aid in a more standardized prompt that can be tweaked slightly on a case-by-case basis by distributors as they complete sustainability audits with suppliers. PPAI-member business service providers, such as Elm AI, can theoretically provide guidance.

The data makes clear that all the pillars of sustainability are areas that many branded merch firms feel they need support in to varying degrees.

You’ll see that environmental impact measurement or reduction are areas that both supplies and distributors are looking for support with. Meanwhile, there is an increased demand for support among distributors in product sustainability and sourcing.

No Challenge Is Too Tall To Overcome

The above graph concerning firms wanting support in areas of sustainability is one that PPAI takes seriously. While only recently made public, PPAI has had these results since the end of 2025, and the Association has been planting seeds through actions and initiatives that will hopefully provide that support in myriad ways.

One key tool that PPAI is always using to give members an advantage in areas they seek support is education. PPAI Advance already has CAS-level education courses in sustainability topics with more in the planning stages as of this publishing.

According to Jessica Gibbons-Rauch, MAS, PPAI’s director of professional development, these courses are designed to empower industry professionals to have foundational knowledge so that they aren’t feeling around in the dark when it comes to making progress with their own companies.

There needs to be foundational knowledge on the why and the how and all the details that get fuzzy when someone who is not an expert and is trying to understand or explain this type of stuff.”

Jessica Gibbons-Rauch, MAS

Director, Professional Development, PPAI

“The biggest thing we find is that regulations change so fast, and while media can talk about it in the moment, there needs to be foundational knowledge on the why and the how and all the details that get fuzzy when someone who is not an expert and is trying to understand or explain this type of stuff,” Gibbons-Rauch says.

It’s also worth pointing out that when it comes to environmental impact and reduction, PPAI is already supporting members in that cause by actively reducing the carbon footprint of their own events.


“While sustainability has long been an important consideration, it is becoming an even greater priority across event portfolios,” says Ashley Van Der Stuyf, PPAI’s senior manager of events and expositions. “Some of our key initiatives include reducing single-use items whenever possible, providing water refill stations in place of bottled water and incorporating live potted plants as centerpieces, which are later donated to hotel staff. We have also seen significant progress from our hotel partners, and sustainability practices are now an important part of our RFP evaluation process.

While there is still much work to be done on the journey toward truly sustainable events, we remain committed to continuous improvement and look forward to collaborating with Liz [Wimbush] to further advance these efforts.”

Ashley Van Der Stuyf

Senior Manager, Events & Expositions, PPAI

“More recently, we have begun highlighting public transportation options during registration, encouraging attendees to travel by bus, train and other environmentally conscious methods. While there is still much work to be done on the journey toward truly sustainable events, we remain committed to continuous improvement and look forward to collaborating with Liz [Wimbush] to further advance these efforts.”

Other resources include:


These resources and results are a product of the planning of director of sustainability and responsibility, Elizabeth Wimbush, CAS, as well as holistic contributions from cross department work in media, marketing, professional development and events. Sustainability is a “Priority Lane” that is woven into the pillars and foundation of PPAI’s strategic plan.

All of this work is ongoing, and ultimately, will always continue to be so. The WAP study was the largest foundational roadmap PPAI has ever participated in. Similar to the joint-carbon study PPAI did earlier this year with ASI, it was the first of its kind. These projects help inform more work, and PPAI is excited to meet the challenges that the WAP study has uncovered.

More WAP breakdowns:

Read Part 1: WAP Sustainability Study: Who, What, Why 

Read Part 2: Double Materiality Assessment: The New Lens To View Sustainability Through 

Read Part 3: WAP Study Results: What Really Drives Sustainability In Branded Merch? 

Read Part 4: New Data Reveals Which Sustainability Pillars Branded Merch Firms Value Most

Read Part 5: The Maturity Stages Of Sustainability: Introducing A New Way For Members To Benchmark Their Journeys

—

Read The Full Reports Here:

WAP Double Materiality Assessment ResultsDownload

And Here:

PPAI-Member-Needs-Assessment-Results-1-2Download