8 Strategies to Apply Sustainability in Branding

Earth Day is quickly approaching on April 22, and while we see special events and initiatives to celebrate, it’s also an opportunity to explore how we can help customers promote more Earth-conscious practices the other 364 days of the year. There are many ways to approach sustainability, and while some are obvious, many are often overlooked. 

Source products made from renewable resources.
Let’s start with the simplest method. Products with straw fibers like wheat, bamboo and others are quickly becoming more accessible in the industry. Suppliers like Hit Promo, Webb Company, PCNA and Gemline have introduced product lines that embrace this concept well. 

Choose brands that minimize wastewater. 
The process of dying fabric creates wastewater that can have devastating consequences on the environment as well as the socioeconomic well-being of surrounding communities. Brands like Bella+Canvas, Alternative Apparel, Next Level Apparel and more have applied practices to help minimize water waste and its negative impacts.

Discover your need for REPREVE. 
REPREVE is fiber made from recycled material, commonly, plastic water bottles. Every year, billions of single-use plastic bottles are dumped into oceans and landfills. Creating apparel with REPREVE or recycled material helps offset some of that damage done. Suppliers who offer REPREVE styles include alphabroder (Threadfast line), Vantage Apparel (Earthwise collection), Augusta Sportwear (Holloway’s REPREVE styles) and SanMar (Allmade). Many retail name brands have also embraced REPREVE and you can explore them here. 

Advocate for quality over quantity. 
Without even realizing it, a good promo consultant performs sustainable acts every day. Foundationally, we strive to understand customer needs so that we can tailor solutions to accomplish the goals at hand. Source products that will actually be used, celebrated and remembered…not immediately thrown away to sit in a landfill. 

Introduce products that change behavior.
Can a product change the way someone lives their life? Will a reusable water bottle minimize the purchase of single use plastic ones? Will a packable, reusable bag result in using fewer plastic grocery bags? While the effects may seem minimal and gradual, providing people with the products to support positive change is powerful and necessary. 

Source local when possible.
We are in a massive industry with thousands of suppliers all over the country and the world. When you have the flexibility, minimizing unnecessary shipping miles can add up and make a big impact.

Embrace giveback initiatives. 
Many suppliers have established or partnered with non-profits and initiatives that support the environment. Vantage Apparel supports 1% For The Planet, The Allen Company’s Dopper bottle has a portion of its profit go to worldwide water projects and Woodchuck has a compelling Buy One Plant One initiative where each product includes coordinates for where your own tree is planted somewhere in the world. 

Share captivating messaging. 
The story we tell through our work is the foundation of every campaign. Beyond just the branding and logo, art and copy matters. Applying it properly can breathe life, meaning and emotion into the messaging we strive to make unforgettable. 

Whether one or all of these strategies are applied, the most successful initiatives will not just make someone feel good – it will inspire a change in behavior and mindset. Sustainability isn’t a one-hit wonder performed on Earth Day. Consider sustainability not as a short-term request, but as a long-term reality for how we approach product, practice and prosperity.