#Sustainability #USA #promotional products #Trevose #Advertising Specialty Institute

Groundbreaking Study Shows Promotional Products' Impact on Brand Recall

A recent study, commissioned by prominent organizations like the Advertising Specialty Institute (ASI), highlights the effectiveness of promotional products in creating lasting brand impressions with a considerably lower carbon footprint than many other advertising mediums. Conducted by the UK-based climate platform, 51toCarbonZero, this independent research sought to compare various advertising methods, from digital ads to traditional media, specifically in terms of brand recall and environmental impact.

Key Findings of the Study

The research, a first of its kind, compared promotional items—such as logoed T-shirts and reusable drinkware—to a range of advertising channels including digital ads (social media and online display ads), television, radio, print, and outdoor advertising (billboards) in both US and European markets. Using standardized metrics, the study assessed how well these promotional products correlated with memorized impressions, ultimately revealing that promotional items yield some of the lowest carbon emissions per memorable impression.

One of the standout findings includes the fact that promotional products can emit up to eight times less carbon compared to digital advertising channels. This data is particularly crucial as the world grapples with sustainability concerns, and brands are increasingly prioritizing eco-friendly advertising strategies.

Implications for Advertisers

Timothy M. Andrews, President and CEO of ASI, noted that this thorough study has provided the advertising industry with reliable data that has been long overdue. The ability to compare promotional products with other advertising channels based on measurable environmental impacts creates transparency that brands and marketers can depend on.

The study applied life cycle analysis principles to examine emissions from production, transport, use, and disposal. To ensure accuracy, the ASI, along with the Promotional Products Association International (PPAI) and the European Associations Cooperative (EAC), leveraged sales data from two major distributors—one in the US and another in Europe. The carbon tracking methodology was certified by Bureau Veritas in accordance with ISO 14067 standards.

Sustainability Meets Marketing Effectiveness

Drew Holmgreen, President and CEO of PPAI, emphasized the study's results demonstrate that promotional products not only leave a lasting impression in the minds of consumers but do so while possessing a significantly lower carbon footprint compared to other major media channels. In a marketplace increasingly focused on balancing performance with sustainability, these findings offer vital insights for brands aiming to align their marketing strategies with eco-friendly practices.

The study concludes that while promotional products do not come without environmental impacts, they stand out as an efficient advertising option that meets growing sustainability demands amid rising energy needs in digital advertising.

As brands consider their marketing approach, the insights gained from this study could undoubtedly influence future strategies, helping them to embrace a more sustainable narrative while achieving impressive brand recall.

For further details, you can refer to the Advertising Specialty Institute and related resources.