In a joint effort commissioned by ASI & PPAI, a new study reveals promotional products are among the lowest carbon impact advertising channel.
In an era when sustainability is no longer optional for brands, a groundbreaking third‑party study is reshaping the way marketers evaluate the environmental impact of promotional products. Jointly commissioned by the Advertising Specialty Institute (ASI) and Promotional Products Association International (PPAI), with support from European promotional partners, this new research delivers a clear data‑backed message: promo is one of the lowest‑carbon advertising channels available today.
According to the ASI-PPAI article, 51toCarbonZero, the U.K.-based climate platform who conducted the study, found that promotional products generate up to eight times less carbon impact per memorized impression than other more traditional advertising. This includes digital advertising such as, social media and online display ads as well as more traditional TV, radio and print advertising.
Merch has a good memorization rate. Compare something you see on TikTok for 10 seconds versus something you have on a hoodie for 10 years.
The study compared branded merch with other advertising methods such as digital, print, and radio and measured the brand recall and the carbon impact of each advertising type. The results showed that promotional products and branded merch have a significantly lower carbon impact due to the repeated exposure over time throughout the life of the product.
Average Carbon Equivalent Expended Per Memorized Impression
Quality Over Quantity
This study evaluated branded merchandise, against these five major advertising categories: digital, TV, radio, print and out‑of‑home (OOH) such as billboards. Naturally, the results bring up some questions. How can creating a physical item be better than not?
It’s not stating that the merch has no environmental impact, but rather provides context to comparing merch across other forms. Between environmental impact of large data centers and the crowded digital space, promotional merchandise is a tangible item. A single sustainably made, eco-conscious item leaves a larger memorable impact over the course of it’s life than the quantity of digital and print advertisements needed and their carbon emissions required to make the same impression.
How can merchandising be better than something where you don’t create a product? Surely creating something is worse than not creating something, but it’s all the stuff behind [what you see] and the longevity that you have to take into consideration.
What This Means for Branded Merch
For years, the perception has been that digital advertising is inherently “cleaner” than physical products. But this new research challenges that assumption and uses consistent, real‑world metrics to compare carbon impact across advertising channels. This research reframes the role of branded merch in the modern marketing mix. Here are three key ways it’s changing the conversation:
A Sustainable Strategy
Brands committed to ESG goals now have verified data showing that branded merch can support sustainability initiatives rather than hinder them
A High-Impact Channel
Branded merch continues to outperform many traditional and digital channels in terms of memorized impressions, offering long-lasting brand visibility without proportionally increasing carbon emissions.
A Tool for Transparency and Trust
These findings equip us with sustainable data, helping our customers to make informed decisions and communicate the impact.
Looking Ahead
This new study is only the beginning. Researchers have also acknowledged the need for greater participation across the supply chain, more detailed product‑specific data, and continued refinement of carbon tracking methodologies.
The PR Newswire said it best, “One thing is clear: promo is no longer just “swag”—it’s a measurable, responsible, and effective advertising channel that aligns with the future of sustainable marketing.”
We have been at the forefront of the sustainable branded merch movement and continue to promote merch that makes an impact.
We strongly believe that branded merch can do more. The findings in this new study help prove that branded merch is one of the best low-carbon options for brand recognition.
We’re here to help you tell your brand story with sustainable branded merch. Check our curated lookbooks for the latest trends in branded merch and easily identify sustainable products with our Thrive sustainable merch icon.
