p26 Ethical PASSED 11/17/08 2:12 PM Page 26
ETHICAL PRODUCTION
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Epona’s Juliet Bacon asks whether environmentally friendly promotional products can
survive the credit crunch as marketing budgets tighten
A
s 2008 draws to a close, a huge amount of such as cornstarch and sustainable materials such can be backed up, as false statements can be
environmentally friendly promotional as bamboo. Unlike recycled waste, manufacturers hugely detrimental to brand integrity and customer
products can be found in the marketplace have complete control over these virgin materials loyalty.
from recycled frisbees to solar charged torches. and in some cases it is arguably more The motivation behind a company choosing
Companies who are keen to promote their environmentally friendly to use a sustainable virgin recycled or eco promo products may well affect the
corporate social responsibility policies are sourcing material rather then produce a recycled product, as growth of this sector in the coming year. Brands
an increasing number of products for giveaways, this can be extremely energy intensive. that have a CSR policy fully integrated into their
gifts and incentives that are less environmentally It is choices like these that make the green arena business ethos should continue to source
damaging. difficult to navigate. environmentally friendly products wherever possible.
But with the difficult financial climate of 2009 Other companies who are responding to consumer
looming, will companies continue to purchase demand could go either way.
these promotional products and be willing to There is little doubt that there is a genuine
pay the slightly higher price? Are environmental consumer movement towards a more ethical
commitments strong enough to withstand the lifestyle. Recent stats show that consumers are
crunch and will bosses be convinced that this is staying loyal despite financial difficulties and one
the best way to spend tight budgets and help survey said stopping buying Fairtrade products
their business to stand out from the crowd? would be the 50th way consumers would choose
Over the last year, the sector has continued to to cut spending. While companies want to
grow, with more and more recycled and eco respond to this, tight marketing budgets and the
products coming onto the market. Matt Franks, drive to lower costs will make it harder to justify
director of Eco Incentives, commented on some promotional spend on eco products.
new innovations and popular products. What could make the difference is how
“Bamboo clothing has been available for a effectively marketing personnel can put forward
while, but we’ve recently launched a range the case that, as
of bamboo desk items which look fantastic www.recycledpromotionalproducts.co.uk put it,
when engraved. We also met with a these products will give a, “return on your
factory earlier this month that manufactures cell investment when used as part of your marketing
batteries for water-powered clocks and calculators.
New to
mix and ensure that you stand out from your
We are now able to produce bespoke designs of market: competitors”.If companies believe that purchasing
these items from 1000 pieces upwards. Recycled
bamboo
desk
ethically sourced products will influence their
plastic continues to be a growth area and we are in products consumers’ perception of the brand, they will want
the process of launching a recycled plastic trolley- to ensure this message is getting through.
coin key ring that will be new to the market.” Printers and merchandisers can have a real impact Generating awareness of a product’s environmental
here and help buyers to understand the different or ethical credentials will be a vital part of
Keeping up with demand ethical options available to them, along with the promoting the added value of a gift, incentive or
In some cases demand for product is outrunning pro’s and con’s of each. As Matt from Eco Incentives promotion, whether this is done through marketing
technological capability. I recently tried to source a points out, there is not always one straightforward communication or external labelling on the product
recycled water bottle for a promotional giveaway ethical or eco friendly solution. itself.
and found this item could not be manufactured. I To give an example, there is strong evidence to It’s a positive step that an increasing number of
found out that it’s not always possible to guarantee suggest recycled paper uses more energy to businesses are looking to source environmentally
where waste material has come from and therefore produce than FSC paper, so which is better for the friendly promo products. And it is likely this is just
certain products are unable to pass specific health environment – a recycled product that uses more the beginning. As this article went to press, MPs
and safety tests. energy, or a new product that has a lower carbon were voting on a bill to enforce an 80% reduction
Recycling waste is an area that is in constant footprint, but doesn’t prevent waste going into in carbon emissions by 2050. This would have a
development and it will be interesting to see what landfill? Some clients will want their suppliers to huge impact on the way every business is run and
new recycled products become available as demand make recommendations and guide them through could mean responsible sourcing and reducing
grows and research in this field progresses. In these issues. But others are not overly interested a environmental imprint become the social norm.
addition to reusing waste, there have also been product’s specific ethical or eco credentials and
significant advances in biodegradable materials instead just want to be reassured that any claims Web: www.eponaclothing.com
| 26 | December 2008 www.printwearandpromotion.co.uk
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