You may have noticed a common theme in this space—when we talk about sustainable sourcing, it’s frequently about the elimination of single-use plastics. Whether it’s the products, or the packaging for the products, or both, the time is now to stem the tide of plastics filling up our oceans and landfills. Since your clients expect you to enter a battle like this on their behalf, you will need allies, and the best allies are suppliers that are ahead of the curve in being “green.”
Since being founded in Gilroy, CA, in 1998, journal and folder supplier Chameleon Like has been one of the industry leaders in selling recycled and eco-friendly products and implementing sustainable production processes. You may not know Chameleon was the first journal manufacturer to use 100% PCW (Post-Consumer Waste) covers and paper for a large part of its products.
“We realized that offering recycled products was only a small (and easy) step toward our goal to be more sustainable” founder Pierre Martichoux told us recently. “In late 2019, Chameleon declared its own war against plastic (#CLWAP!), replacing all plastic single-use bags with reusable recyclable non-woven sleeves, and replacing bulk-shrink wrap with recycled cartons. We have designed product lines that minimize waste, using upcycled materials and of course we emphasize domestic local production to reduce our carbon footprint.” Recent sustainable practices have included replacing clear plastic packing tape with water-activated reinforced Kraft paper tape and implementing recycled carton inner-cartons instead of bulk shrink-wrap packing.
The promotional products industry has been rather slow to emphasize responsible sourcing, but the tide is turning—with more and more companies interested in recycled, recyclable, and even compostable products. Conversations I've had with suppliers suggest the shift is being driven by end-users' requests, and I wanted to know if that was how Martichoux sees it. “It’s going to be a challenge for our industry to claim that it is sustainable when so many of the products it has been marketing are made out of plastic, and sometimes not truly useful, but we see a lot of our fellow suppliers going in a good direction. End-users are demanding more sustainable options when it comes to everything, including promo products. Chameleon has been ‘walking the walk’ of sustainability since 1998, so for us, it is not a shift but rather the realization that we can always do more. For years, we have tried to minimize the use of single-use plastic. In the past few months, we have intensified this effort and opted to prioritize sustainability over cost.”
I asked Martichoux what his crystal ball says about product safety in the future of promotional products. Will it continue to lag behind other retail segments, like fashion and household products? “I lost my crystal ball a while back so I would rather rely on our values,” he said with a wink and smile. “For us, product safety and quality is non-negotiable. While I feel that the bigger suppliers in our industry have also done a remarkable job in this area, we’re innovating with products like the Feltro collection that was actually launched over 18 months ago, way ahead of trend. This collection is upcycled from water bottles and manufactured with the concept of ‘minimizing waste.’ Still, our biggest differentiator is we make our products right here in the USA, which gives us the ability to do small custom runs in 2-3 weeks’ time!”
Finally, I don’t think it’s a bad thing to pick suppliers, at least in part, by the way they choose to give back to the communities they work in. In full disclosure, I first met Pierre Martichoux and visited the Chameleon Like corporate facility while I worked with the Quality Certification Alliance. I was impressed by how much it felt like family there, whether you were in the offices or out on the manufacturing floor. It’s easy to feel good about doing business with organizations doing the right thing because it is in their DNA from the top down. At the beginning of each school year, Chameleon donates 500 branded journals, along with surplus journals, to underfunded schools. As the company grows, it also grows the commitment to young students, education, and schools desperate for more funding.
There are lots of suppliers in our industry doing great things in their communities. If your clients happen to be solid corporate citizens, wouldn’t it be a good idea to share which of your suppliers are doing the right thing for the community, and the environment too? That’s just the way to do business.
Jeff Jacobs has been an expert in building brands and brand stewardship for 40 years, working in commercial television, Hollywood film and home video, publishing, and promotional brand merchandise. He’s a staunch advocate of consumer product safety and has a deep passion and belief regarding the issues surrounding compliance and corporate social responsibility. He retired as executive director of Quality Certification Alliance, the only non-profit dedicated to helping suppliers provide safe and compliant promotional products. Before that, he was director of brand merchandise for Michelin. Connect with Jeff on Twitter, LinkedIn, Instagram, or his personal blog on Tumblr or jeffreypjacobs.com. Reach out to him on email at jacobs.jeffreyp@gmail.com.