Promo articles and giveaways: more conscious gift giving
Eco-friendly promotional items and giveaways are all the rage. However, to avoid greenwashing, we need responsible manufacturers, product traceability, and short shipping distances.
Sustainability and environmental protection are among the most pressing issues of our time. This is also reflected in the demand for eco-friendly giveaways, advertising, and promotional items. All of the suppliers and specialists surveyed emphasize that more and more companies are acting in an environmentally friendly and responsible manner and are expressing this through their choice of promotional items. They note that the balance between the environment and the economy is more relevant today—not only from the perspective of companies, but also from that of the recipients.
«When a company prints its logo on sustainable promotional items, it fosters a positive business relationship,» says Markus Schnelli, owner of Wipex Werbemittel. In addition, the company is doing something good and strengthening its green image.
Sustainable—what does that mean?
But what exactly are sustainable promotional products and giveaways? From the perspective of Swiss knife manufacturer Victorinox, sustainability is increasingly equated with regionality—that is, with locally produced products, short transport distances, quality, and distinctiveness. «Demand for such promotional items has risen steadily in recent years, but especially since the start of the COVID-19 pandemic,» says a company spokesperson. This is because people want to show special appreciation to employees in highly stressful situations—such as healthcare workers—by giving them particularly attractive, regional, durable, and high-quality products. Edith Meier, a member of Promidea’s executive board, also notes that when it comes to sustainable giveaways, products made from local materials and produced as locally as possible are in particularly high demand.
Beware of Greenwashing
Michael Mätzener, owner and managing director of Diewerbeartikel, emphasizes that even locally and ecologically produced promotional items are sustainable only if they have high practical value. He also warns against supposedly sustainable labels that are actually just engaging in greenwashing. This is where the expertise of a promotional products agency that knows what it’s doing is needed.
«Even locally produced and eco-friendly promotional items must offer high practical value.»
Alex Roethlisberger, CEO of Polydono, also confirms that greenwashing is becoming an increasingly common issue: «We believe that sustainability begins with transparency,» says Roethlisberger. Traceability and sustainability are closely linked—the motto is «reduce—reuse—recycle.» That’s why Polydono primarily recommends products made from recycled or recyclable materials. Transparency is especially important here—it’s not so much about inventing new products as it is about continuously optimizing the existing product line.
The selection process begins with the manufacturer
Selecting a sustainable promotional item begins with choosing responsible manufacturers who produce their products in accordance with strict safety regulations, health, and environmental standards—and who can document this. The Swiss office supplies manufacturer Biella advises that when choosing a sustainable promotional gift, it is essential to look for certifications such as FSC or Blue Angel. And Yves Kämpf, Sales Director at the Zurich-based promotional products manufacturer BB Trading, explains that the company has been committed to sustainable products for many years; since early 2022, BB Trading has also been producing all orders in a climate-neutral manner. In collaboration with myclimate and an internally developed tool, the company calculates the CO2 emissions of its entire product range and offsets them. Furthermore, the company is working with Intep (Integrale Planung GmbH) to develop a scorecard that rates products using scientific methodology. Key criteria include the CO2 emissions from the material, transportation, and packaging, as well as reusability, recyclability, and any applicable sustainability labels. «By applying a balanced weighting to the criteria, we compare different items with one another. This allows us to determine how sustainable a product really is,» explains Kämpf.
Recycled Materials Are Trending
According to Kämpf, products from Swiss manufacturing facilities and promotional items made from recycled materials were popular last year. New opportunities are constantly emerging in this area. As a licensee of the Seaqual Initiative, BB Trading could, for example, produce a cloth or a bag made from recycled plastic waste collected from beaches and oceans.
«There are always new possibilities when it comes to promotional materials made from recycled materials.»
The trend toward giveaways and promotional gifts made from recycled materials is also confirmed by other suppliers—as is a demand for high-quality, durable products. These include customizable notebooks and planners (Biella), wooden cutting boards made from local, FSC-certified wood (Promidea), Fair Trade bags, organic food bags, and lip balms in certified, eco-friendly cases (Wipex), or pocket knives with wooden handles (Victorinox). When asked what the green trend products for 2022 are, Michael Mätzener of Diewerbeartikel responds: «There isn’t just one sustainable product. It’s about finding the right item to convey the right message. Sustainability must also be in the DNA of the advertising company.»
INTERVIEW
«This, too, is about a company's external image.»
Giveaways can play an important role in sustainable business practices. The Bern-based creative workshop Sürprisen specializes in giving sustainable products as gifts. m&k spoke with co-founder and CEO Christine Angeli.
Which items are people asking about?
The basic question is: How do I want my company to be perceived, and what message do I want to convey with my giveaway? The main problem with traditional promotional items is the cost: A product that costs twenty rappen, produced in quantities of a thousand, is rarely sustainable. Since Sürprisen is a combination of product supplier and agency, this is where things get particularly exciting for us: Upon request, we develop custom giveaways that meet sustainability criteria, both in terms of materials and production.
What should you consider when choosing a product?
In addition to keeping supply chains as short as possible and ensuring fair working conditions in the workshops, we believe it’s particularly important to first and foremost ask about the message and the desired impact. The story behind a product is always just as central to us: In our anonymous world, it’s important to put the people and ideas behind the product front and center. And finally, innovative products are in demand: ballpoint pens and the like are definitely out.
