Sustainable products and practices are becoming more of an expectation in the promo world.

ASI Research shows an increase in sustainability credential inquiries from clients and prospects for both suppliers and distributors. From 2024 to 2025, the percentage of suppliers receiving these types of inquiries rose from 71% to 76%, while distributors saw a jump from 27% to 36%. Additionally, over half of suppliers and more than a quarter of distributors reported that clients were seeking eco-conscious options last year. That demand grew with company size, with the largest firms reporting the highest levels of environmentally driven requests.

On the end-buyer side, sentiment around eco-responsibility varies. Across generations, regions and genders, a significant majority say it’s important that the promo they receive is environmentally friendly. Across age groups, millennials had the most respondents saying they value environmentally friendly promo products, a shift from 2024, when Gen Z clinched the top spot. Another change was among genders – in 2025, more men said environmentally friendly promo is important to receive than women. But overall, the percentage of end-buyers who value these kinds of sustainable promo products rose across demographics, signaling the continued importance of sustainable promo.

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