Key Takeaways
• A third-party study commissioned by ASI, PPAI and European promo partners found promotional products deliver strong brand recall with comparatively low carbon emissions, including a carbon impact per memorized impression that is eight times smaller than digital advertising.
• Conducted by climate platform 51toCarbonZero, the research compared promo against five other advertising channels.
• Industry leaders said the findings provide data-backed context for sustainability conversations, while noting the need for more participation, deeper carbon tracking and broader focus.
• The study used life-cycle assessment principles and sales data from large U.S. and European distributors.
When it comes to the carbon impact of various marketing mediums, there’s an inclination to assume that digital and other intangible forms of advertising would have a smaller footprint than channels where physical products are created and distributed.
But a new third-party, data-led study commissioned by ASI, PPAI and European promo partners pokes holes in such assumptions. In fact, promotional products are among the most carbon-efficient options, compared to five other advertising channels.
Promo’s carbon impact per memorized impression (or brand recall tied to a particular advertising channel) is actually eight times smaller than digital advertising, the independent study concludes.
For longtime advocates of the market’s push toward greater sustainability, such as Danny Rosin, president of certified B Corp distributor Brand Fuel (asi/145025), the findings represent a firm, welcomed counter against assumptions about the industry.
“This research gives the promo industry something it has long needed – credible data that puts sustainability claims into real context.”
Tim Andrews, ASI
“I held my breath for the outcome of this study,” says Rosin, also the board chair of PPAI. “It positions branded merch as a smart choice for brands looking to balance performance and sustainability. The PPAI and ASI research collaboration sends an important signal about industry leadership and transparency. This is a step in the longer journey toward improving accuracy and impact as well as responsible growth.”
These aren’t zealous leaps from Rosin or others briefed on early results. It’s right there in the data.
Branded merch, the study says, “can deliver meaningful brand impact with comparatively low carbon emissions.” Perhaps even more significant are the implications for the industry’s future: “As the advertising market moves toward net zero, promotional products have a clear opportunity to lead, offering tangible, enduring and low-carbon brand connections that align commercial impact with environmental responsibility.”
Read this full feature on ASI Central.
