Smart Marketing: Make Earth Day Every Day

Many companies use eco-friendly promotional items as part of their overall marketing strategy, but just because the product says its “green" does not make it true. Like any purchase, consumers must use reliable sources that can explain the contents of the promotional products.

 

Recognition about the fragile state of our planet has led to people caring about the effect their purchasing decisions have on the world around them. Consumers have been asked to pay attention to: energy conservation, use of chemicals, the contents and origin of produce, and manufacturing practices. Governments are sponsoring green initiatives, grocery stores are banning the use of plastic bags, cities are asking consumers not to use plastic water bottles, communities are holding greenfests and local organic markets are cropping up everywhere. To meet this demand, there is an explosion in the number of products that are labeled with corresponding buzzwords such as organic, non-toxic, or eco-friendly.  

Promotional items will always be a key method of advertising. Companies that want to market their company and advance conservation efforts now have a wide array of choices. While gr een promotional items are offered by more and more companies, good intentions can go awry as not all eco-friendly products are created the same. Bill Litton, President of IASpromotes.com says “in this economy it is imperative that companies become smart consumers, using their marketing budgets wisely on items that do in fact contribute to the health of the environment." Litton emphasizes it is important that businesses rely on companies that can explain the raw contents of the promotional items.   For example, Bisphenoal A (BPA) a common substance found in plastics has been linked to fertility problems, cancer, obesity, and learning disabilities . When selecting green products companies should ask: 

              What are the contents of the product? 

              When it says biodegradable, at what rate and under what conditions? 

              Does the plastic contain toxins like polycarbonate or BPA ? 

              What percentage of the product is made up of recyclable elements? 

              Will there be variation in color among products?

Eco-promotional items can consist of a variety of recycled materials including paper, plastic, consumer electronics, and glass. According to Litton, “reliable sources for promotional products will assist a company navigate the above referenced questions when selecting promotional items that fulfill their marketing goals and fits into the overall green philosophy." Litton says it is truly amazing what is being done with recyclables and names emerging trends like the use of corn resin and bamboo to create products or soy ink to imprint. He hopes the demand for environmentally-friendly products continues to rise so that manufacturers become even more creative in their approaches. Litton believes “if we all commit to even small changes, in the end there can be a large effect." IASpromotes.com reinforces the notion that we all need to reduce, reuse, and recycle and encourages all companies to join in creating a brighter and greener future.   

Article submitted Tuesday, April 15, 2008
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