There’s a recurring assumption in marketing: the less “physical” something is, the better it must be for the planet. But new data from Advertising Specialty Institute and Promotional Products Association International challenges that thinking, especially when it comes to branded merchandise. 

In fact, the study found that promotional products are one of the most carbon-efficient advertising channels available today, especially when you consider the actual goal of marketing campaigns: impressions.  

One area where promo performed particularly well was in measuring average carbon impact against memorized impressions: in the U.S., there’s just 0.7 grams of carbon emissions per memorized impression, compared to 5.84 grams from digital advertising. For context, charging a smartphone generates about 2 grams of carbon emissions on average.  

The numbers make sense when you consider the lifespan of the average promotional product. 81% of people keep promotional products for longer than a year – giving brands more time to generate impressions and spread out their carbon footprint. 

For marketers, this shifts the question. Will your audience actually use your product, or will it end up in the trash on the way out of an event? Investing in reusable, high-value, and thoughtfully designed promo increases both impact and efficiency. 

In terms of average carbon intensity per dollar spent, promo products are on par with digital advertising – 1.4 grams emissions generated per U.S. dollar spent.  

But while carbon emissions per dollar are similar, the value delivered per dollar differs significantly. Promotional products generate repeated, long-term impressions, while digital ads are often brief and quickly forgotten. That’s a higher return on investment when considering both dollars in and carbon out. 

Of course, carbon impact is only part of the sustainability equation. Factors like low-impact materials, ethical sourcing and a product’s end of life need to be taken into account to truly move towards eco-friendly swag. 

“[The study] positions branded merch as a smart choice for brands looking to balance performance and sustainability,” said Danny Rosin, board chair of PPAI. “This is a step in the longer journey toward improving accuracy and impact as well as responsible growth.” 

That responsibility falls not only on suppliers to create products that satisfy sustainable goals and carbon neutrality, but also on marketers to select products that will be used and valued. The more intentional the selection, the greater the return – both in impact and efficiency.  

The study proves sustainability and effectiveness are not mutually exclusive. Promotional products can deliver meaningful brand impact with comparatively low carbon emissions –especially when they are designed with longevity and usefulness in mind.  

Ready to maximize impact while keeping your campaign carbon-conscious? Work with Tactive to select high-value, reusable promo products.