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Landmark Study Shows Promotional Products Drive High Marketing Impact With a Low Carbon Footprint

TREVOSE, PA – February 4, 2026

Independent research from ASI and PPAI finds logoed items create strong brand recall with less environmental impact compared with most other advertising options

New independent research shows that branded merchandise delivers strong marketing impact with a significantly lower carbon footprint per memorized impression than most other forms of advertising, giving brands a data-backed way to evaluate effectiveness and sustainability side by side.

The first-of-its-kind study was commissioned jointly by the Advertising Specialty Institute® (ASI), the leading authority in the $27.7 billion promo products industry, and Promotional Products Association International (PPAI), working with European industry partners, with research carried out by a third-party climate advisory firm. Findings show how promo products compare with digital, broadcast and print advertising when both marketing impact and environmental impact are measured side by side.

The study was carried out by the independent U.K.-based climate platform 51toCarbonZero, which used established carbon tracking tools and published research to produce consistent, reliable benchmarks.

What the results mean for distributors and suppliers

  • The findings offer new data to support promo products as a smart, future-ready choice for brands focused on both growth and sustainability.
  • The data makes it easier to support client conversations around brand awareness, ESG goals and long-term value.

The promotional products industry – often called “swag” (stuff we all get) – includes branded merch that companies, schools, non-profits and more give to clients, employees and event attendees to increase advertiser visibility, build loyalty and leave a lasting impression.

The “Promotional Product CO2 Project” measured the environmental impact of logoed products across their full life cycle – from production and shipping to use and disposal – and compared them with digital, TV, radio, outdoor and print advertising in the U.S. and Europe.

Key findings include:

  • When measured by emissions per memorized impression – meaning how often people remember a brand they’ve seen – promo products rank second only to, or on par with, out-of-home advertising like billboards, outperforming digital, TV, radio and print.
  • In particular, promo products generated up to eight times less carbon impact per memorized impression than digital advertising like social media and online display ads.
  • Across U.S. and European markets, promo products ranked among the most carbon-efficient advertising options studied on a per-campaign basis

“This research gives the promo industry something it has long needed – credible data that puts sustainability claims into real context,” said Timothy M. Andrews, president and chief executive officer of ASI. “By using actual sales data from large U.S. and European distributors and established carbon tracking tools, the study shows how promo products compare to other ways brands advertise, based on measurable impact rather than assumptions. That level of transparency benefits brands, marketers and the entire industry.”

Why the results matter

  • Because promo products are used repeatedly, they create ongoing brand exposure over time, resulting in lower emissions per memorized impression – an important advantage as digital advertising increasingly relies on energy-intensive technologies such as AI.
  • Unlike digital and broadcast channels, promo products operate within a controllable supply chain, letting brands influence materials, production, logistics and end-of-life outcomes.
  • ASI’s long-running Ad Impressions research study shows that sustainability also influences effectiveness, with 74% of consumers saying they would feel more favorable about an advertiser who gave them an environmentally friendly promo product.

How the study was conducted

  • Data came from two distributors: one U.S. and one European distributor, large enough to be reasonably representative of those markets.
  • Data was applied to a carbon tracking tool, with a methodology certified by Bureau Veritas to be in accordance with ISO 14067 principles and dedicated to the promotional industry, in addition to published comparative media research.
  • Researchers noted the findings are comparative and directional, serving as a foundation for expanded future research.

Strong results across U.S. and European markets

“Across both U.S. and European markets, this study clearly demonstrates that branded merchandise delivers strong marketing impact with a significantly lower carbon footprint than other major media channels,” said Drew Holmgreen, president and CEO of PPAI, the industry’s largest not-for-profit trade association. “These results reinforce what we’ve long known – that merch is an effective, sustainable and highly valued part of the marketing mix.”

The study does not suggest that promo products have no environmental impact. All forms of advertising generate emissions. Instead, the research provides context, allowing brands and marketers to compare channels using consistent metrics and realistic assumptions.

ASI Executive Editor of Special Projects and Sustainability Theresa Hegel, editor of ASI’s sustainability resource Promo for the Planet, said the study helps distributors address common misconceptions.

“There is a persistent belief that all promo ends up in landfill, and this research helps counter that narrative with facts,” Hegel said. “The data shows that when promo products are used thoughtfully, they can be part of a more sustainable marketing mix. Distributors now have credible information to share with clients who want proof, not opinions.”

Next steps for the industry

This study is a foundation, not a finish line. More distributors and suppliers are encouraged to participate in future research, expand primary datasets and create clearer road maps for reducing the industry’s carbon footprint.

The Promotional Product CO2 Project study provides distributors with the data they need to support smarter sustainability conversations and demonstrate the long-term value of promo products.

For more info on this study or ASI sustainability reporting, contact Theresa Hegel at [email protected].

About ASI

The Advertising Specialty Institute (ASI®, asicentral.com) serves a wide network of suppliers, distributors and decorators in the $27.7 billion promotional products industry. The company’s flagship product, the technology platform ESP®, manages the industry’s entire supply and marketing chain. ASI also produces award-winning digital and print content, live events and educational programs that enable companies in 48 countries to be more efficient, productive and profitable. The ASI media and research team delivers trusted, business-critical data, insights and news, while the ASI Learning Network offers members dynamic, on-demand education, from industry fundamentals to advanced tools like AI and ESP+. The company, family-owned since 1962, is proud to have been consistently ranked among the “Best Places to Work” in Philadelphia and Bucks County, PA.