As brands and employers face increasing pressure to balance sustainability with performance, research from Promotional Products Association International (PPAI) shows that branded merchandise can deliver both, offering strong marketing impact with a lower carbon footprint while helping companies connect with sustainability-minded audiences, including Gen Z talent.
An independent study commissioned by PPAI found that branded merchandise is among the most carbon-efficient advertising channels when measured by memorized impressions, a key indicator of brand recall. Promotional products can generate up to eight times less carbon impact per impression than digital advertising, while producing significantly lower emissions than television, radio and print on a per-campaign basis. Because products are used repeatedly, they create ongoing brand exposure without additional carbon cost.
“Branded merchandise is often underestimated in sustainability conversations because it’s tangible,” said Elizabeth Wimbush, CAS, director of sustainability and responsibility at PPAI. “When products are designed to be useful, durable and kept over time, they can deliver meaningful marketing results with low environmental impact.”
Why Eco-Friendly Branded Merchandise Matters for Gen Z Talent Attraction
The industry is shifting away from disposable giveaways toward retail-style merchandise, including higher-quality, thoughtfully designed products people want to keep and use. Brands are prioritizing durable, everyday items made with sustainable materials and elevated design.
For Gen Z, sustainability is a core expectation. Branded merchandise is increasingly part of the employee experience, signaling a company’s commitment to environmental responsibility, quality and intentionality.
“Gen Z is paying attention to the details,” said Drew Holmgreen, president and CEO of PPAI. “The products companies give employees, customers and partners sends a clear message about what they stand for.”
To explore the full research and compare the carbon impact of different marketing channels, download the white paper: The Carbon Cost of Attention: Comparing Marketing Channels.
About PPAI
Promotional Products Association International (PPAI) is the world’s largest and longest-running not-for-profit promotional products association with a 121-year history of serving a community that has grown to some 15,000 corporate members. PPAI advocates for the branded merchandise industry, which is made up of over 500,000 professionals in the U.S. alone. For more information, visit PPAI.org.
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