Green Buzzwords: An Insider's Guide to Deciphering the Sustainability Lexicon and Making Smart Corporate Purchases

As more companies prioritize sustainability, the market for green products and services is rapidly expanding. With this growth, numerous B2B suppliers and vendors are eager to stay relevant and competitive by making sustainability claims about their products. However, not all vendors genuinely prioritize sustainability. I’ve seen a lot of promotional products suppliers exploit the trend by making superficial green claims, which are then passed on by distributors who are unaware of the deceitful claims, leaving corporate buyers with the daunting task of discerning genuine sustainable offerings from mere buzzwords.

For companies with bold, forward-facing sustainability commitments (like becoming net-zero by 2035 for example), it's essential to understand the terms and claims commonly used by suppliers and vendors and make smart purchasing decisions that align brand values.

How can you make sure your “eco-friendly” custom branded merchandise purchases are actually good for people and the planet? Here are 2 terms to learn and look out for.

Recycled

Many companies are incorporating recycled water bottles into their products but failing to implement sustainable practices beyond this. rPET, or recycled polyethylene terephthalate, is commonly used in apparel and is gaining popularity as a sustainable substitute to polyester. I get dozens of advertisements everyday from promotional suppliers asking me to offer their latest rPET line in your next logo’d shirt or hoodie order. Their ads tout things like “Keep plastic bottles from landfills!” and “7 plastic bottles prevented from ending up in our oceans!”

Luckily for you, I know better and their email goes right to spam.?

Once plastic is transformed into clothing, it can no longer be recycled without significant deterioration, making it a non-viable option for further use. So, maybe that item kept 7 plastic bottles from waste streams for a hot minute, but you can be sure that it will be dumped into a landfill really soon.

There is also the issue of microplastic pollution as these garments shed tiny plastic particles during washing, which eventually make their way into our oceans and waterways, harming marine life and infiltrating the food chain. And, then there’s health implications to consider. I could go on.?

From an experience standpoint, the softness of “blended” apparel doesn’t last. The plastic melts with each laundry cycle from the heat of the dryer and pills, making the fabric rough and disappointing.

When buying your custom shirts and hoodies, opt for 100% cotton products from a company with high standards. Our favorites: Terra Thread and PACT .?

When does “recycled” work for promotional products? A few examples are Day Owl backpacks, Rumpl blankets and outerwear from Patagonia and The North Face .?

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The reason these recycled products are deemed sustainable is because of the brand commitments to circularity and responsible sourcing. I can’t imagine a time when we’re plastic-free. Technical gear, for one, leverages plastic to keep us safe and warm from the elements while being durable and lightweight. The most important thing to remember is that making decisions based on facts can help you choose better items for your brand.

Recyclable?

Today, I saw this ?? “sustainable” non-woven tote bag labeled as both recycled and recyclable and freaked out. Bags like this are handed out like candy at corporate events and conferences. But most are low-quality, poorly designed and don’t last. In my experience, even though they seem to be picked up at every trade show, they aren’t reused at all. Not to mention how incredibly false the claims about being a sustainable or recyclable product are.?

Check out a recent Forbes article I wrote about offering sustainable swag at corporate events .

In order to be called recyclable, the item must be recyclable to most people who buy it, according to the Federal Trade Commission (FTC). And, I have yet to find a single facility that will take and recycle these types of bags. Why? Because the material is useless. As mentioned before, plastic degrades so badly during the recycling process that there is virtually no market for the material.?

In a Bloomberg interview , the founder of Terrcycle explains “No economics textbook ever talks about negative demand, yet that is what our waste stream is. You have to pay someone to cart it away.” So, not only is this promo company deceiving customers and creating brand liabilities for corporations that purchase, customize and redistribute these bags, they are perpetuating a harmful myth to avoid public backlash about their waste.?

Other promo items that I’ve seen falsely claim to be recyclable: plastic pens, CamelBak, Govino wine cups, coffee mugs, fly swatters, fidget spinners, lenticular bookmarks...?

Instead of giving away cheap plastic items, opt for fewer, better items. Remember the point of corporate gifts: to increase loyalty to your brand and generate positive impressions of your company. At a trade show, ask attendees who fit your target stakeholder profile to book a meeting. Then send gifts to those who kept meetings. You’re looking to convert people, not get your logo’d chip clip into their pantry.

Read my article about the hidden costs of frugality in corporate gifting .

At Coolperx, we’re committed to transparency. When you make informed decisions, you make better decisions. Reach out to us today and confidently give branded merchandise that promote your brand values.?

By understanding common sustainability terms and their potential misuse, you can avoid purchasing and giving away items that contradict your brand messaging and values and Gift Something Better ?.

? Need help with your company merch? Contact us at [email protected] today!

Some great ideas for summer 2023:

Our vision: Transform the promotional products industry from a toxic polluter into a conscientious connector of people and values.

Our purpose: To end promotional waste.

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