Blog

Marketing merchandise is a central part of most companies’ marketing strategies. A successful merchandise strategy helps to build your brand, amplifies your presence at events and tradeshows, and engenders customer loyalty.

In today’s socially conscious world, though, thoughts turn not just to quirky merch, but to its credentials. Is it sustainable? Has it been ethically produced; can it evidence a sustainable supply chain?

The days of endless ‘throwaway’ freebies at conferences and exhibitions are probably over. Today, you’re more likely to see packets of seeds, canvas tote bags or eco-friendly notebooks than single-use plastics. Great news for the planet.

But can merchandise ever be truly sustainable? Are sustainable trade show giveaways a pipe dream or something you can aspire to achieve? When we consider this question, and look at sustainable branded merchandise, we need to look not just at the item itself but the way it was produced, sourced and transported.

Is it really possible to have sustainable corporate gifts?

The benefits of corporate merchandise

Merchandise is popular for a reason – it has clear benefits:

• Enhances your corporate brand, not just at an event, but by giving clients and prospects a lasting reminder of your business
• Enables you to give your customers valued, usable items – who doesn’t like a free pen, notebook or bag? As a result, merchandise increases your customer loyalty and can help to drive long-lasting relationships
• Builds colleague engagement through high-quality representations of your brand

But is merchandise compatible with building a sustainable brand? When you’re searching out the best merchandise for events and beyond, are there genuinely sustainable options?

What is sustainable merchandise?

If you’re looking for corporate event giveaways, sustainability goes beyond the items themselves. Most suppliers have sustainable merchandise ideas.

But you also need to consider the supply chain (what is the provenance of your merchandise?), logistics (how do you get it to and from your events?) and stock (how do you minimise waste?) when you’re deciding on your merchandise strategy.

The benefits of sustainable merchandise

Going beyond simply moving away from single-use plastics and throwaway items, achieving sustainable corporate merchandise might be more complex than you’d envisage – but it’s still a goal worth pursuing. There are many positives to sustainable branded merchandise:

• Environmental – you can sleep easy knowing that your merchandise strategy isn’t damaging the environment, and your ESG credentials will be boosted as a welcome side-effect
• Supporting ethical suppliers – building a supply chain that prioritises sustainability and social responsibility helps businesses that share your approach
• Reputational – sourcing merchandise via responsible suppliers, having visibility of your supply chain and minimising environmental impact can only have a positive effect on your reputation. And – conversely – by avoiding any skeletons in your closet, you minimise the risk of any self-inflicted banana skins
• Financial – buying thoughtfully and intentionally saves you money by reducing waste and minimising storage and transport costs

How can you make your merchandise sustainable?

If this is a route you’re keen to explore (and with the benefits above, why wouldn’t you?), what steps can you take to build a sustainable merchandise strategy?

• Find sustainable suppliers. Be exacting about your requirements and ensure all items of merchandise come with full eco-credentials, enabling you to make decisions based on sustainable criteria
• Don’t overbuy. If your branding changes, consumables go out of date, or merchandise created specifically for a single event isn’t used up, you are left with worthless (and wasteful) items
• Consider ‘on demand’ ordering – can you buy merchandise as needed, rather than holding big stocks that risk becoming obsolete, and cost you money to store?
• Minimise transport – store your merchandise in one place and only it draw down as needed
• Consider relying on professionals to manage the logistics of your merchandise. Doing this means that unused items can be collected and re-stored for you after the event, with no wasting of over-orders

Work with a partner who can help you achieve sustainability

Finding an external partner can take the leg-work out of a sustainable merchandise strategy. Perivan has long-standing experience of sourcing, managing and delivering sustainable merchandise.

We work with suppliers who have demonstrated their commitment to sustainable, recycled and recyclable products, and who make use of efficient transport methods. We seek out products made in factories with social audits, prioritising the fair treatment of workers and items that minimise environmental impact throughout their lifespan.

As a result, your corporate items will convey a positive, responsible message about your brand.

Sustainable corporate merchandise is not only achievable; by partnering with the right supplier, you can save your business time and money, while supporting your ESG ambitions.

You can read more about Perivan’s merchandise solutions – and our commitment to sustainability – here. And if you want to see a real-life example of sustainable merchandising in practice, you can read a case study of a leading investment company’s approach to corporate merchandise.