Step-by-step sustainable merch strategy guide.
Why you need sustainable merch
Sustainability is no longer a buzzword—it’s a global movement reshaping all industries and personal lives that all brands are increasingly joining. Remember TOMS sunglasses, made from 100% biodegradable materials, or Coca-Cola’s t-shirts and bags, made from recycled plastic bottles, or those loud prints on the biodegradable shoppers all around that promote environmental awareness?
Just look at the regular Swag42 clients’ questions:
The world is becoming more environmentally conscious, which is reflected in stricter environmental regulations. Companies proactively adopt sustainable practices to comply with these regulations and avoid penalties. On the other hand, there is higher market demand for sustainable products as consumers seek items that align with their values. Distributing sustainable merchandise is one of the quickest ways to showcase commitment to the environment, enhance your brand image, and build trust with consumers and stakeholders.
Having fulfilled hundreds of eco-friendly merchandise projects, we want to share a comprehensive guide on improving your brand sustainability through eco-friendly merch while avoiding possible pitfalls.
Define your goals and budget
Consider eco-merch a project with clear goals, success criteria, and a budget. Firstly, determine specific reasons for ordering eco-friendly merch, such as enhancing brand reputation, increasing client loyalty, or employee motivation. Secondly, establish metrics to evaluate the success of your initiative, such as Net Promoter Score, social media activity, repeat order rate, etc. Thirdly, establish a budget: predict the costs associated with sustainable materials and processes and evaluate the potential return on investment through improved brand reputation and customer loyalty.
Do the research
Explore eco-materials for sustainable merch
Identify the materials your sustainable merch can be made of. Investigate their benefits, application areas, and limitations. Here are the materials for our eco-friendly merch:
- Organic cotton. It is a natural, thick, durable fabric produced with little water and no pesticides. It withstands frequent washing and wears out, making it perfect for everyday casual outfits.
- Bamboo. This soft textile is made from renewable and fast-growing bamboo and fits best for activewear.
- Recycled Polyester. Opting for rPET, you contribute to reducing waste and energy consumption.
- Biodegradable materials: paper, wood, hemp, jute—there are plenty of options for environmentally friendly disposal.
Study your sustainable merch owners
Explore the target audience of your merch and choose items in line with their preferences, lifestyles, and trends. Your merch should be something that people will keep and use rather than discard. Think about items that provide value and utility. For example, young and active tech-oriented people will probably prefer comfortable sports chic clothes of modern cuts and fits. In contrast, enterprise partners would rather receive a HUGO BOSS notebook, wallet, or pen. For the overstimulated urban people, branded high-quality earplugs can become a solution for stress reduction, while branded Crocs can become the favorite footwear for people living in warmer countries.
Encourage your audience to adopt more sustainable habits by gifting items that promote eco-friendly behavior. For instance, tote bags made from recycled materials can replace single-use plastic bags, and solar-powered chargers can reduce reliance on conventional electricity sources.
Select your sustainable merch partners
Focus on sustainable suppliers
Work with merch providers who share your environmental commitment to ensure your merch is sustainable. These suppliers prioritize sustainability in all their operations, sourcing high-quality eco materials, following fair labor practices, and environmentally friendly manufacturing processes.
Look for certifications such as Fair Trade, GOTS (Global Organic Textile Standard), FSC (Forest Stewardship Council), OEKO-TEX, Recycled Claim Standard, and Global Recycled Standard to verify that your suppliers meet high environmental and social standards.
Work with local providers
Working with local merchandise providers reduces the carbon footprint by lowering transportation emissions and minimizing packaging. By purchasing locally, the need for long-distance transportation is eliminated, significantly decreasing greenhouse gas emissions. Additionally, local sourcing often requires less packaging, further reducing waste and conserving resources. Thus, if your merch destination is in Europe, investigate merch providers with production and warehousing in the EU. Having production and warehouses in Poland, we can become your close merch partner.
Opt for eco-packaging
Packaging can significantly contribute to waste. Opt for minimal, recyclable, or compostable packaging to reduce environmental impact. For example, Apple has redesigned its packaging to eliminate plastic and use recycled paper, significantly reducing its ecological footprint. By choosing paper packaging, reusable bags, or recycled plastic packs, you both reduce waste and convey a strong message about your brand’s commitment to the planet.
Run your sustainable merch campaign
Well, you’ve got the merchandise. What’s next? Here are some distribution strategies you can implement.
Organize sustainability events
Engage your employees, partners, and clients in events or campaigns that promote sustainability and give away sustainable merch as a reward. Some of the ideas for sustainability promotion events are sustainability workshops, a day when employees are encouraged to bike, walk, or use public transportation to get to work. You can also organize a tree plant campaign, encouraging them to plant at least one tree. As for your customers, take a sustainability challenge and offer a discount or reward for those who participate and share their achievements on social media.
Educate your colleagues, clients, and partners
Use your merch as a platform to educate your customers about sustainability. Include information about the eco-friendly materials and practices behind the products, encouraging them to make more sustainable choices in their daily lives.
Analyze and report
Reporting on sustainability initiatives helps position a brand as having environmental and social responsibility. This positive reputation can attract eco-conscious consumers, investors, and partners who prioritize sustainability. Brands that effectively communicate their sustainability efforts can differentiate themselves from competitors. This differentiation can be a significant competitive advantage in a market where consumers increasingly make purchasing decisions based on a company’s environmental and social practices.
Conclusion
Sustainable merchandise is a powerful way to align your brand with the values of today’s consumers. By choosing eco-friendly materials, partnering with sustainable suppliers, opting for reduced paper packaging, and incorporating strategies to promote sustainability, your brand can make a significant positive impact on the planet. Not only will this foster loyalty and trust among your audience, but it will also position your brand as a leader in sustainability.