#USA #promotional products #Trevose #Carbon Impact #Brand Recall

Landmark Study on Promotional Products

A recent research study has emerged shedding light on the effectiveness and environmental impact of promotional products in comparison to traditional advertising channels. This groundbreaking research, conducted by the climate platform 51toCarbonZero and commissioned by the Advertising Specialty Institute (ASI), the Promotional Products Association International (PPAI), and several European partners, highlights the significant advantages of using promotional products for brand promotion.

Key Findings

The study asserts that promotional products not only deliver impressive brand recall rates but also rank as one of the most environmentally friendly forms of advertising. Remarkably, the carbon impact associated with promotional products can be up to eight times lower than that of digital channels such as social media and online display ads.

One notable aspect of the research is its focus on carbon emissions related to memorized impressions. The study conducted a comparative analysis between branded merchandise—like logoed t-shirts and reusable drinkware—and traditional media platforms, including digital, television, radio, print, and out-of-home advertising such as billboards. By assessing brand recall and associated carbon impact metrics side-by-side in markets across the U.S. and Europe, the results highlighted a stark contrast in efficiency.

Metrics and Methodology

Branded merchandise was found to yield repeated exposure over time, which is invaluable for boosting brand recognition. According to the results, promotional products demonstrated a lower carbon footprint per memorized impression, similar to that of out-of-home advertising, while significantly exceeding the performance of other major marketing channels. The research indicates that while promotional products have an environmental footprint, they represent an efficient advertising solution amid rising sustainability expectations.

Timothy M. Andrews, President and CEO of ASI, emphasized the importance of this research: "This data provides the promotional industry with credible insights it has needed for a long time. By benchmarking promotional products against other advertising platforms with measurable impacts, we can deliver transparency that brands and marketers can rely on.”

Life-Cycle Assessment

For accuracy, the research utilized life-cycle assessment principles to evaluate emissions throughout a product's entire lifecycle—ranging from production and shipping to usage and disposal. ASI, PPAI, and the European partners gathered data from two substantial distributors, one in the U.S. and the other in Europe. This data, collected via a carbon tracking tool validated by Bureau Veritas compliant with ISO 14067 principles, lends credibility to the findings.

Drew Holmgreen, President and CEO of PPAI, remarked, “Across U.S. and European markets, the data shows branded merchandise provides substantial marketing impact while maintaining a lower carbon footprint compared to other major media channels.” This insight is particularly relevant as brands strive to balance performance with sustainability in their marketing strategies.

Conclusion

The findings from this study underscore the viability of promotional products as a powerful and eco-friendly tool for brand marketing. As companies increasingly commit to reducing their carbon footprint and addressing environmental concerns, the use of branded merchandise presents a promising avenue for effective brand recall while minimizing ecological impact. Moving forward, businesses may find that investing in promotional products not only contributes positively to their brand image but also aligns with broader sustainability goals in the marketing landscape.

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