The Case for Ethical Swag

Conferences and trade shows are great opportunities for all of us to connect with potential customers, network with other businesses, promote our brand, and for startups especially, generate awareness. One of the most universal aspects of these events is “swag”, an acronym derived from “Stuff We All Get” - aka a wide range of branded items that are given away to attendees.?

How many marketing budgets are consumed by a wide range of swag that doesn’t really achieve the goal of creating a positive impression and ends up in the trash shortly after the event? Why are we spending our (scarce) marketing budgets on cheap junk that doesn't get any result?

One of the most common types of swag given away at conferences is t-shirts, however, these shirts are often poor quality and don't fit properly - they either end up in goodwill or are used as rags. I’ve reached the point where I don’t take conference T-Shirts unless they are a quality brand and are something that I will actually wear (Splunk T-Shirts are a favorite).

“Bad Swag” is not only a waste of resources and budgets but also a missed opportunity to make a positive impact on the environment and our organization’s brand reputation. That's why it's time to consider "ethical swag" - items that are not only useful but also sustainable and environmentally friendly. For example, investing in high-quality, sustainably sourced t-shirts (properly sized), companies can ensure that their gifts are not only appreciated but also worn and used well after the event.

But t-shirts are just the tip of the iceberg when it comes to ethical swag. There are many other types of sustainable and useful items that companies can give away. Reusable water bottles help reduce the amount of plastic waste generated at events - similarly, reusable tote bags or backpacks help attendees carry stuff home, and then get used for the weekly supermarket run. And if you want to get really creative, you can give away items like socks, coffee mugs, recycled paper notebooks, blankets, etc. - items that are both unique and eco-friendly. There are promotional item companies now specializing in Ethical Swag that have hundreds of available items.

To stand out, why not give away consumable items like gourmet cookies, lip balm (a favorite at Las Vegas events), chocolates, Red Bull, etc. These kinds of gifts are not only sustainable but also offer a memorable and unique experience for attendees. One conference I was at recently had people from a startup walking around offering gourmet cookies with their logo printed in icing - generating massive goodwill and awareness. Of course, the most well known consumable at a conference is to host a lunch, dinner, or drinks/snacks at the event - create a memorable experience to thank customers and prospects.

Lastly, if you're giving away a quality item, why not make people work for it? Make them sit through a presentation, conduct a challenge, etc. - people value something more if you make them work for it. By all means give cookies or smaller things away to anyone, but save the budget for some great items that people will value. I still get stopped by people who have Leatherman tools that we gave away to customers in the mid 90s, engraved with the company name - (maybe tough these days with TSA carry-on rules, so give them a pre-paid envelope to mail home) - over 20 years of value in swag is outstanding. The swag lasted longer than the company that was acquired back in 1999.

Ethical swag is a win-win for everyone involved - companies can demonstrate their commitment to sustainability, attract like-minded customers and partners, thank existing customers, and stand out from the crowd, all while reducing waste and promoting a more sustainable future. Let’s all make the move and invest in ethical swag to make a positive impact on the environment while increasing our brand awareness and reputation.