can draw the conclusion that demand is rising as well. Kara Keister, owner of Ohio-based distributor Social Good Promotions, talked to PPAI Media about the ways clients have gravitated toward more responsible products. Keister’s clients are presented with “defendable” supply chain products, which, in some cases, might include slight cost increases but often involve various forms of environmentally or socially responsible measures. According to the firm’s 2024 Impact Report, 86% of the company’s spend went toward its list of defendable suppliers. “I am blown away with the speed to which our industry has adopted corporate social responsibility as a value,” Keister says. “I remember in 2018 when PromoCares just started to shed light on the few suppliers who were telling their story. Fast-forward seven years and that is part of supplier marketing, it’s part of every conversation, and it’s genuine.” The percentage of Social Good’s 2024 spend that went toward ‘defendable’ suppliers, as selected by clients: Source: Social Good Promotions 2024 Impact Report 86% Greenwashing: ‘Can We Stop?’ Sometimes, progress hits before everybody has their minds wrapped around the “why” behind a movement. With sustainability, that looks like greenwashing, which amounts to lying about or, more often, overstating the ecological impacts of a product. It might seem only natural that it would happen here and there, but to those who have been putting in the work, greenwashing is ugly business. Brianna Mazze, Vice President of Compliance and Sustainability, SRG: “I see so much greenwashing from suppliers. It’s prevalent in promo. There are a lot of targets and goals that just aren’t physically possible.” Kathy Cheng, President, Redwood Classics Apparel: “Can we stop with greenwashing? It drives me nuts. Misinformation creates misinformation.” Louise Finlay, Vice President, Strategic Sourcing, Global Branded Merchandise, HH Global: “Some eco-friendly claims may stem from miscommunication or a lack of understanding. It’s essential that we all take responsibility for verifying these claims – asking for evidence rather than accepting them at face value – to help prevent greenwashing.” Ben Grossman, Co-President, Grossman Marketing Group: “I feel pretty strongly about it that when a company makes an eco-claim about a product that they can footnote it, sort of like in school.” Third-Party Certifications: ‘According To Whom Is This Item Sustainable?’ Third-party audits, certifications and sustainability partnerships push the industry forward exponentially through best practices and education. They keep companies honest, and raise the floor of what responsible stewardship looks like. • EcoVadis is a globally recognized assessment platform that rates businesses’ sustainability based on four key categories: environmental impact, labor and human rights standards, ethics and procurement practices. • B Corporation certification can be awarded to companies that meet the highest standards of verified social and environmental performance, public transparency and legal accountability to balance profit and purpose. • bluesign is a Swiss business services provider specializing in sustainable textile production. • PPAI has partnered with Green Business Benchmark to offer sustainability management, program management, benchmarking and certifications. Ben Grossman, Grossman Marketing Group: “We’re seeing more buyers and distributors move beyond asking, ‘Is this item sustainable?’ to ‘According to whom is this item sustainable?’” Louise Finlay, HH Global: “Achieving certifications like EcoVadis or B Corp is no small feat – it requires a significant amount of behind-the-scenes effort. When I’m evaluating a supplier, these credentials really stand out because they reflect a shared commitment to values that matter to us and our customer.” Paul Zafarana, Pica Marketing Group: “These certifications are now selling points for our own stuff. We tell customers that we have so many certified B Corp and EcoVadis supplier partners. Clients are starting to ask about it.” Denise Taschereau, CEO, Fairware & PPAI Board Chair: “We’ve relied on our B Corp certification as a compass through every decision – whether sourcing responsibly, advocating for environmental protection or promoting inclusion.” Kara Keister PPAI • OCTOBER 2025 • 49 Promo's Sustainability Journey | Must Read
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