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Ryan Schraffenberger, the president of Promotions Guy, a promotional products distributor that prides itself on its sustainability efforts, wants the industry to do better.
After being in the print industry for roughly 15 years, 10 of those owning and operating his own business, he saw a need for education on sustainability. So he did what any ambitious person does and wrote a book about it. To learn more about him and the inspiration behind his newly published book “Retail Responsibly,” we sat down for a Q&A.
APPARELIST: CAN YOU TELL ME ABOUT YOUR BACKGROUND, EDUCATION, CAREER, AND TIME IN THE INDUSTRY?
Ryan Schraffenberger: I have been in the print industry for about 15 years. I started Promotions Guy almost 10 years ago in the Florida Keys with a Riley Hopkins press in a very tight office space that was subleased from a friend. I graduated from Notre Dame Prep in Pontiac, Michigan, and Saginaw Valley State University, where I studied communications/marketing. I have two kids — seven and three — and we have lived in an RV while touring the country for the last four years. My wife and I also purchased an RV park, The Campground Michigan, in 2022 in Manton, Michigan. I am also a worship leader at a local church in Michigan. I am involved in multiple charitable organizations around the world, as well as founding Campground Musician with a mission to help with entrepreneurship in developing countries. The goal is to teach a man to fish instead of just feeding them.
APPARELIST: WHAT WAS THE CATALYST FOR WRITING “RETAIL RESPONSIBLY”?
RS: Waste. I believe most consumers have the perception that the print and promo industry is wasteful, and I couldn’t agree with them more. I figured I’d do things differently and focus on sustainability. Seeing the need for further education to our customers, I figured I should write a book instead of just complain about it.
APPARELIST: HOW DO YOU HOPE THIS BOOK IMPACTS THE INDUSTRY?
RS: I hope that this book will make others think twice about what we print and how we print. Everyone can make an impact, no matter how big or how small.
APPARELIST: CAN YOU GIVE A SHORT PREFACE OF WHAT PEOPLE CAN EXPECT FROM THE BOOK AND ITS CONTENTS?
RS: The book is split into five easy-to-read sections: Earth Day Every Day — this is an area full of staggering statistics that will make any consumer uncomfortable; Quality Over Quantity — this is a pitch for businesses to start choosing less but better products; What Is It Made Of? — this is where I go into detail about how common products are made; Planned Obsolescence — a bit of a surface dive into the concept of planned obsolescence; and Running a Green Business — how to bring green principles to your business and who exhibits those in today’s market.
APPARELIST: TO GIVE PEOPLE A PREVIEW, WHAT’S AN EXCERPT FROM THE BOOK YOU WANT TO SHARE?
RS: We are a planet full of over-consumers. At this given time we immediately require the equivalent of 1.7 Earths to provide the resources we use and to absorb our waste. Each one of us has the ability to make a difference through reducing our material consumption, but those that own or operate businesses have a huge impact potential.
APPARELIST: WHAT’S ONE MAJOR LESSON OR “AH-HA” MOMENT YOU HAD WHILE WRITING?
RS: I had no idea how intense the cotton industry really is. It is a global force and incredibly interesting to take a deep dive into. I won’t be surprised to see a Netflix documentary on it soon.
APPARELIST: HOW LONG DID IT TAKE TO WRITE, AND WHAT WAS THE PROCESS LIKE?
RS: The book took about two years in total to collect thoughts, write, edit, and print. I will admit, I wouldn’t wish the process on my worst enemy, but I’m a glutton for punishment and I’ll probably do it again.
APPARELIST: WHERE CAN PEOPLE PURCHASE THE BOOK OR FIND OUT MORE INFORMATION?
RS: The book is free from Promotions Guy. Just visit retailresponsibly.com or promotionsguy.com, and we can ship you a copy or email a PDF. You can always send me an email at [email protected] if you prefer as well.
APPARELIST: WHERE DO YOU GO FROM HERE NOW THAT YOU’VE FINISHED THE BOOK? WHAT’S NEXT?
RS: I will continue to travel with my family and visit customers while enjoying the wonderful sites this country offers. I will also be speaking about “Retail Responsibly” at various conferences around the country.
