Over the last few years, sustainability has shifted from a niche consumer interest to a mainstream value that significantly impacts buying behaviors. Expanding beyond just sustainably-grown foods and responsible apparel production, sustainability is becoming more important across all product categories. In fact, the U.S. sustainability market is projected to reach $150 billion in sales this year.
It’s clear that young people’s commitment to environmental issues is a driving force behind this trend, and they’re willing to pay more for sustainable items. According to findings from digital research company First Insight, 73% of shoppers 22 years old and under would pay more for sustainable items, with the majority of those shoppers willing to pay up to 10% more. While Gen Z consumers show the highest preference for eco-friendly items, the study showed that sustainability is becoming more important in cross-generational buying decisions overall. Today’s consumers expect the companies and brands they do business with to offer sustainable options and products.
Sustainability in Promo
But does sustainability really have a place in the promotional products industry? Absolutely! End-buyers are looking for quality products that also align with their clients’ values. Being ready to present a variety of options for eco-conscious customers sets you up as the go-to expert on the sustainability trend. Koozie Group has 500+ environmentally-friendly promotional products starting as low as $0.21, and we’ve made finding those promos simple with our KG Factor designation.
We introduced the KG Factor as part of our product strategy to make it quick and easy for you to identify promos that lessen environmental impact through longevity. KG Factor products have a high likelihood of being kept or gifted as determined by an impartial survey of consumers. The survey was conducted by a third-party research firm who used a point scale to score each promotional product. Items that got a target score or higher were deemed worthy of the KG Factor designation.
- 85% of survey respondents would keep a KG Factor item or give it to a friend
- 4 out of 5 people would keep or give KG Factor products because they are useful, functional, durable and attractive
The key to successful, sustainable-centric promotional campaigns is a combination of brand-building potential and the “cool” factor. Everything from retail branding to usefulness and unique features can help a promotional product lessen environmental impact by being kept longer. These characteristics also help get more brand impressions for your clients, as the item continues to be used for the duration of its lifespan.
Why it’s More Important Now than Ever
The interest in sustainability has been part of the conversation for years, but there has always been a lag between eco-friendly sentiments and actual behaviors. However, in 2020 73% of consumers said they wanted to reduce the impact they have on the environment by a large amount—and that is up nearly 10% from 2019. Factors like social influence, individual values, emotional buy-in and tangible outcomes are contributing to actual shifts in behavior that are eliminating the gap between attitudes and action. Now is the time to make sure you are offering sustainable promotional products!
Koozie Group’s Environmental Stewardship
At Koozie Group, we are committed to lessening our environmental impact. We are focused on five areas where we strive to improve sustainability and eco-consciousness: facilities, transportation, packaging, recycling and our products. By analyzing our transportation and shipping, using recycled materials in packaging, making recycling easy for our team and providing products that people undeniably want to keep, we are constantly working toward our environmental stewardship goals.
You can read more about Koozie Group’s social impact and sustainability commitment called Keep it. Give it. at kooziegroup.com. And check out this video from our Product Management Team to learn more about the KG Factor and the Keep it. Give it. program:
Shop all our KG Factor and eco-friendly products at kooziegroup.com. Just look for the KG Factor icon on the individual product pages to find items people will undeniably want to keep or give!
