Refurbishment As Revenue Other industries have proved the potential for payoff. In the medical device sector, one company invested $500,000 in a refurbishment program and pulled in $3.5 million a year in returns. That’s a 600% ROI – not bad for what’s essentially giving old products a spa day. In promo, apparel, bags and tech accessories are all prime candidates for refresh programs. Imagine offering a corporate client the option to “rebrand” their existing promo gear and swapping out old logos for a new campaign at a fraction of the cost of a full reorder. You get repeat business without waiting for them to budget for a brand-new purchase, and they get sustainability bragging rights without having to explain to their CFO why they just paid for 500 more jackets when last year’s are still perfectly wearable. In the fashion world, brands using resale platforms like ThredUp and eBay’s Pre-Loved Partner Program are making millions annually, not just in direct sales, but in customer acquisition and PR buzz. The promo equivalent could be just as effective. A tote bag supplier could collect gently used branded bags from distributors, reprint them and resell them as limited runs. A drinkware company could give clients a credit for returning old tumblers, then refurbish and resell them in clearance channels. Distributors could host “swag swap” events for local businesses, trading in old branded goods for discounts on new orders while diverting products from the landfill. These aren’t just waste reduction strategies, they’re ways to keep your brand in front of customers between orders. And frankly, they’re a heck of a lot more creative than sending yet another email blast with the subject line “Need Merch?” Localized Loops To Beat Tariffs Circularity also builds tariff resistance by reducing dependence on imported virgin materials. When you reuse or refurbish products already in your domestic supply chain, you’re no longer as exposed to geopolitical price swings or trade restrictions. A tote manufacturer could source reclaimed fabric from a local textile recycler instead of ordering new rolls from overseas. A decorator could focus on refurbishing blank products already in their warehouse or bought secondhand from clients. Shorter, localized loops mean fewer shipping delays, lower freight costs and far less stress when a surprise tariff announcement drops right before a big client order. Technology Makes It Easier What once required costly infrastructure can now be done efficiently with accessible tech. Directto-film and UV printing allow for fast, high-quality reprints on existing products. Simple barcode scanning apps help track returns and manage refurbished stock. Even small, AIpowered inventory tools can flag slowmoving SKUs early enough to pivot them into a “second life” program before they become obsolete. Basically, the technology exists to make circularity possible without needing a warehouse full of robots – although if you want a warehouse full of robots, that’s between you, your Jetsonsthemed dreams and your budget. Telling The Story The real leap for promo companies is seeing circularity not as a side project but as core strategy. The benefits aren’t just environmental, they’re financial. You reduce the need for costly new imports, generate revenue from assets you already own and keep your brand relevant with clients who increasingly value sustainability in their marketing spend. And just as important, it’s a story worth telling. Clients are looking for partners who can help them stretch budgets, reduce waste and still deliver impact. Sharing measurable results – like units saved from the landfill, dollars saved on materials or emissions avoided – positions you as more than just a supplier or distributor. You become the marketing equivalent of a Swiss Army knife: practical, versatile and always there when needed. *** Circularity offers the promo industry a way to stay nimble when the market isn’t playing nice. It transforms slowmoving stock into revenue, turns tariff pressure into motivation for local sourcing and makes sustainability a sales tool. In a market where margins are thin and competition is fierce, it’s a way to keep more value in your own loop and out of someone else’s landfill. The companies that start experimenting now – whether with refurbishment pilots, take-back programs or creative inventory refreshes – will be the ones who weather the economic storms and come out stronger. Because in promo, just like in sustainability, the smartest moves are the ones that keep your resources working for you as long as possible. Why not make a little more money while saving the planet? Wimbush is the director of sustainability and responsibility at PPAI. The real leap for promo companies is seeing circularity not as a side project but as core strategy. The benefits aren’t just environmental, they’re financial. PPAI • OCTOBER 2025 • 23 Responsibility | Voices
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