Growing Up Greener 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 brighteyed 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 ESGrelated products accounted for more than half of total market growth. Promotional products is maturing as a more responsible industry. There’s still room for progress, but the future-proofing is well underway. By Elizabeth Wimbush Tally18 / Shutterstock.com 30 • JUNE 2025 • PPAI Voices | Responsibility
RkJQdWJsaXNoZXIy NzU4OQ==