Sustainability isn’t a side conversation in promo anymore – it’s everywhere, and it’s here to stay.

That was the clear message from the first-ever Sustainable Merch Summit, where industry leaders gathered to explore how eco-conscious practices are reshaping the promotional products space – and, more importantly, why these conversations matter.

Hosted by Theresa Hegel, ASI Media’s executive director of special projects & sustainability; Jay Busselle of Branded Merch Network; Cassie Green, content director of PRINTING United Alliance’s Apparelist brand; and Aaron Montgomery and Terry Combs, the hosts of the 2 Regular Guys podcast, the summit showed just how far sustainability has come in the industry, even just over the past few years.

More than a dozen industry voices weighed in on a series of panels discussing how sustainability sells, as well as the importance of supply chain transparency and certifications.

“For a long time, sustainability was just a buzzword that everyone thought was cute to talk about, and that people didn’t really take seriously,” said Green. “But now we are definitely seeing that rhetoric changing.”

One of the biggest shifts? Industry companies and end-buyers now expect proof behind claims like “sustainable materials” or “carbon neutral.” It’s no longer enough to just include those “buzzwords” – certifications and disclosures matter, for making sales and keeping clients.

“People want the story of sustainability, but they want it backed up with something real,” Hegel added. “This is real, this is important and it’s not going away.”

Sustainability Sells

It’s a long-held belief, said Busselle, that sustainable promo products cost more – and that customers are all-in on sustainability until they see its price tag.

But panelists in the summit’s first session on selling sustainability noted that the opposite can also be true. Many clients will only work with vendors who offer eco-friendly products, or have their sustainability certifications in order. At Whitestone Branding (asi/359741), CEO Joseph Sommer said that after releasing its first impact report in May, the company saw an immediate effect on inquiries, sales and – more importantly – customer relationships.

“A client who stopped working with us because we were not EcoVadis-certified came back with a quote for 1.3 million units for six or seven different products,” Sommer said. “It’s not necessarily just a sale, but it’s winning relationships from many of our large enterprise clients.”

Robert Fiveash, president and co-owner at Brand Fuel (asi/145025), reported similar impacts since the distributor earned its B Corp certification in 2022. SEO traffic from prospective clients searching for “B Corp promo” or similar terms on Google has brought Brand Fuel several new leads.

“It’s probably $500,000 to $1.5 million in new business over the last couple years from clients that sought us out because of our focus on sustainability,” Fiveash said.

For Sommer, supply chain responsibility – not just product makeup – doesn’t get prioritized enough in sustainability discussions.

“It’s winning relationships from many of our large enterprise clients.”Joseph Sommer, CEO of Whitestone Branding (asi/359741)

That includes everything from safe manufacturing practices to material sourcing. There are so many factors to consider under the umbrella of “sustainability,” said Milissa Gibson, director of sales at Lane Seven Apparel (asi/66246) – and figuring out clients’ priorities can be key for making sales regardless of budget.

“What does sustainable mean to your client?” Gibson asked. “Is it recycled content? Is it the fabric? Is it how its manufactured? The dye process? Fabric content is just the beginning and usually the smallest impact when it comes to sustainability.”

Julie Schneiderman, founder and CEO of EcoStiks – a supplier that manufactures sticker patches often used for upcycling old merch with new branding – said it’s also important to think about selling concepts and creativity, rather than just product. Think long-term, focus on maximum creative impact and “brand only what you need,” she said.

Certification Counts

Beyond sustainable product requests, promo companies are seeing more demand for certifications to validate sustainability claims: everything from B Corp or EcoVadis designations to traceability metrics. The growing need for these certifications was the topic of the summit’s second panel, moderated by Green.

“Sustainability certificates are going from a nice to have to a must have,” said Laura Smith, apparel supplier Storm Creek’s (asi/89879) director of product and sustainability. “When a customer is putting their logo on a shirt, a bag or a piece, they’re aligning everything with what that product stands for.”

Third-party certifications are a way to ensure product values are in line with a company’s values, said Tim Sherry, a sustainability technician manager that helps businesses navigate certifications like OEKO-TEX.

It’s not just something you can pay for and get a stamp of approval, he said. And it can be a complicated process – but the most important step is getting things moving.

“People want the story of sustainability, but they want it backed up with something real. This is real, this is important and it’s not going away.” Theresa Hegel, executive editor of special projects & sustainability at ASI

“You need to know where you’re starting,” Sherry said. “You need to start measuring – that can be anything from power usage to wastewater usage to packaging materials, but you can’t show improvement if you don’t have that baseline to grow from.”

Once you start tracking those metrics, you’ll likely also start thinking more closely about your company’s processes, said Marshall Atkinson, a promo industry veteran and consultant. Start with your why, he urged attendees – why are you pursuing this certification, or that policy?

“It’s going to make you ask, ‘Why are we doing things this way?’” he said. “If you’re still doing things like you did them in 1987, chances are there could be a better way.”

Particularly for smaller promo firms, the process of earning a sustainability certification may seem daunting. But there’s plenty of resources to help companies interested in taking steps toward more sustainable practices – most certification programs themselves, Atkinson said, will walk you through the process, similar to taking a class.

“Look at it like a road map, not a destination, and just take it step by step,” said Smith. “Because it’s doable no matter what size company you’re in.”

Transparency & Trust

At its core, the certification conversation is about transparency – of products, the supply chain and about what promo firms are claiming about their services. Hegel led a third summit panel about the importance of company transparency, especially in an age of greenwashing.

“Substantiate everything that you’re saying you’re doing,” said Brianna Mazze, vice president of sustainability and compliance at SRG (asi/84592).

As Ben Grossman – co-president of Grossman Marketing Group (asi/215205) and its sustainable sister company SwagCycle, which recycles and rehomes outdated promo items – put it, footnote everything.

Transparency is the foundation of trust, he said.

“Look at it like a road map, not a destination, and just take it step by step. Because it’s doable no matter what size company you’re in.” Laura Smith, director of product and sustainability at Storm Creek (asi/89879)

“It means being able to, ideally, clearly trace a product’s journey,” Grossman said. “In the promo world, sometimes, when speed and volume often dominate, that kind of visibility hasn’t always been prioritized, but that’s been changing fast.”

Transparency also means not getting caught up in the storytelling around sustainability to the point where you lose sight of the facts, said Michele Dando, senior vice president of supplier relations at Fascilisgroup.

Clients don’t expect perfection, says Grossman, but they do expect honesty, transparency and good intentions when it comes to your products and your business.

“Clear is kind, unclear is unkind,” Dando said. “Stick to the facts, and avoid any fluff to make a good story – the facts of sustainability make a great story on their own.”

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