The rise of sustainability as a business priority has been the defining issues of the past decade, and merchandise has not been immune to the debate.

Merchandise suppliers have been quick to respond to the growing demands from clients for promotional products that don’t cost the earth. While research has consistently shown that merch delivers a great bang for the buck, a new international research study has underlined its relatively low carbon footprint compared to other media.

The study measured carbon emissions of branded products across their full life cycle – from raw materials, to manufacturing and shipping, product use, and end of life disposal – in comparison to digital, TV, radio, outdoor and print advertising in the US and Europe.

It shows that branded merchandise delivers strong brand recall with a lower carbon footprint per impression than other advertising media.

When measured by ‘emissions per memorised impression’ – or how often people remember a brand they have seen – promotional products were narrowly second only to billboard advertising.

The study allows brands and marketers to compare the relative channels using consistent metrics and realistic assumptions.

Data was collected from large distributors in the US and Europe, and applied to a carbon tracking tool, with a methodology certified by Bureau Veritas in accordance with ISO 14067 and dedicated to the promotional industry.

More distributors and suppliers are to be encouraged to participate in future research, to expand datasets and create clearer road maps for reducing the industry’s carbon footprint.

The research was jointly commissioned by the European Associations Cooperation (EAC), alongside the Advertising Specialty Institute (ASI) and Promotional Products Association International (PPAI).

Phil Goodman, CEO of the BPMA, which is member of the EAC, welcomed the study. “The findings reinforce the immense power of branded merchandise from both a sustainability and effectiveness perspective, and will be a useful tool for distributors to open new conversations with their clients and prospects.”