TREVOSE, PA — Promotional products such as logoed apparel and branded drinkware may pack more marketing punch per carbon unit than digital ads, according to a newly released independent study that is reshaping the sustainability debate in advertising.
The research, conducted by U.K.-based climate platform 51toCarbonZero and commissioned by the Advertising Specialty Institute, Promotional Products Association International and European promotional products partners, found that promotional products deliver strong brand recall while ranking among the lowest-carbon-impact advertising channels per memorized impression. The study is available at members.asicentral.com.
Among its most striking findings, the report concluded that promotional products can generate up to eight times less carbon impact per memorized impression than digital advertising, including social media and online display ads. The analysis compared branded merchandise against five other advertising channels: digital, television, radio, print and out-of-home media such as billboards.
Researchers measured brand recall and carbon emissions side by side across U.S. and European markets using consistent metrics grounded in life-cycle assessment principles. Emissions were calculated across the full life cycle of products, from production and shipping to use and disposal. Sales data from two large distributors — one in the United States and one in Europe — were analyzed using a carbon tracking methodology certified by Bureau Veritas in accordance with ISO 14067 standards.
The study emphasized that the findings are comparative and directional, not product-specific carbon footprints. It does not argue that promotional products are environmentally neutral, but instead positions them within a broader sustainability framework as brands weigh performance against environmental impact.
Timothy M. Andrews, president and chief executive officer of ASI, described the research as long-needed transparency for the $27.7 billion promotional products industry.
“By comparing promotional products with other advertising channels using measurable impact, the study brings transparency brands and marketers can trust,” Andrews said.
Drew Holmgreen, president and chief executive officer of PPAI, said the data shows branded merchandise delivers marketing effectiveness with a lower carbon footprint compared with other major media channels — a balance that is increasingly critical as sustainability expectations rise and digital advertising’s energy demands continue to grow.
Industry leaders noted that while the findings provide a data-backed foundation for sustainability conversations, broader participation, deeper carbon tracking and continued refinement of measurement tools will be necessary as advertising channels evolve.
As marketers face growing scrutiny over environmental impact, the study signals a potential shift in how advertising effectiveness and sustainability are measured — and which channels may gain favor in an era defined by both performance metrics and carbon accountability.
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