whole lot of energy, effort, time and training to get everyone moving [that way].” People like Zafarana and Cheng have been in the trenches for years, helping turn the cruise ship ever so slightly in ways that have surely seemed imperceivable in the moment. But they’ve seen the progress made. PPAI Media spoke with them and others like them to get a sense of promo’s sustainability journey – all the areas that experts are focusing on and where the next steps will be taken. “I don’t think we’re moving too slow,” says Elizabeth Wimbush, CAS, who was hired as PPAI’s first director of sustainability and responsibility in 2023. “We need to start pulling together to make sure all oars are rowing in the same direction, but the ship’s direction has been turned.” Where Is Demand Coming From? The Next Generation “Ten or 15 years ago, sustainability in the commercial products industry was more of a niche conversation, often driven by a few passionate individuals or progressive clients,” says Ben Grossman, co-president of Massachusettsbased distributor Grossman Marketing Group and founder of its sustainable division, SwagCycle. “Today, we’re seeing it’s more front and center. For example, we’re seeing more RFPs with sustainability requirements.” Who’s driving that change from niche to requirement? According to Grossman, who joined the fourth-generation company in 2006, you can look to recent generations, starting with millennials and their growing influence in corporate decision-making and Gen Z with its massive influence on consumer trends. “Younger professionals, many of whom are now in decision-making roles, sustainability may matter more to them,” Grossman says. “And they are sometimes asking at the outset of a project to ensure the products that they purchase reflect their values around sustainability.” From Zafarana’s perspective, it simply takes a generation or two for education to affect norms and behaviors. He remembers being emotionally moved as a child visiting the Great Lakes in Michigan and being shown the effects of pollution. Later though, in 2006, he didn’t feel his enthusiasm for sustainability was matched by the rest of the industry when he launched Pica Marketing Group as Easy Green Shop – an eco-focused promo firm. “We wanted to have the ability to make a difference, but the people weren’t ready for it,” he says. Now, time has caught up to those emotions that stirred in Zafarana at the Great Lakes. “The generation that was being taught about the environment in school are now in the position of being buyers,” Zafarana says. Cheng echoes those sentiments. When she grew up, recycling was a distant concept. For her own children, growing up in Canada, it’s a whole different story. “They don’t know a world without recycling,” Cheng says. “When they go to different places, they’re looking for a composting bin. It’s a true reflection of how we’re evolving as human beings, and it’s for the positive.” According to Brianna Mazze, vice president of compliance and sustainability at SRG – PPAI 100’s No. 17 supplier – even beyond the ethical ramifications baked into their subconscious, millennials and Gen Z just can’t relate to the frivolousness of things that don’t work, don’t last or aren’t needed. “We don’t have space in our tiny condos [for more stuff],” Mazze, a millennial, says. “We don’t have any drawers for promo trinkets. “The younger generations have such a big influence because that’s our newest customer. They want things that are functional and that they’re actually going to use.” In an industry with tens of thousands of firms, accurately tracking the success of eco-friendly products versus less sustainable alternatives is nearly impossible. But considering that ecofriendly options continue to rise, even when such options can come at higher price points, one Ben Grossman Brianna Mazze “The younger generations have such a big influence. ... They want things that are functional and that they’re actually going to use.” – Brianna Mazze, VP of Compliance & Sustainability, SRG 48 • OCTOBER 2025 • PPAI Must Read | Promo's Sustainability Journey
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