Green Is The New Black
Promotional products have long played a role in most integrated marketing campaigns. Being tangible, they remain in the hands of your target longer than any other form of marketing and can generate greater brand awareness at a lower unit cost.
Increased awareness of environmental issues coupled with demand for social and environmental accountability suggests the emergence of green products is a trend that’s here to stay.
Product considerations include type of material used, biodegradable ink, carbon neutral production lines, socially and environmentally responsible factories responsible for packaging carbon footprint of shipping freight and secondary use to maximise useful life.
Being green in promotional campaigns creates a point of difference. Increased demand has lead to increased choice and more competitive pricing. Industry standardization, certification and regulations regarding these products are also being enforced.
Newsbrief Written by Sandra O’Neill
Source: Professional Marketing Magazine – July-September 2010