Earth Day 2011 - How Green Are Promotional Products Now?

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Hard to believe that it’s been over 40 years since the very first Earth Day in 1970. So as we get ready to celebrate again this year, where do I see the green movement, especially as it relates to promotional products and marketing?

Green Dollar Values Still Trump Green Values – I still see lots of people choosing green dollar values over green values. What’s interesting is that even when times were better, people weren’t hopping onto the green bandwagon in droves. Unless it’s a huge deal for the company, such as if they are working on achieving a certain environmental standard, it’s a nice to do, not a have to do, effort for promotional products. As well, prices are still higher for many more ecofriendly products, although some are getting closer to their standard petroleum based cousins.

Small Efforts Are Gaining Some Ground – Maybe it’s just choosing a reusable product over a disposable one. These small, easy to do efforts do seem to be gaining a foothold. Seeing lots more reusable bags at tradeshows and stores. In fact, last year I sold more reusable bags for events than ever. Some reusable drinkware use, but less so than bags.

The Green Excuse for Not Marketing – This is hilarious. Sometimes when I’m soliciting promo business, I get the “we’re going green so we’re not buying anything” excuse. Yes, excuse. Please, people, don’t be afraid to admit your running low on the other green (cash) while painting your non-activity as going green. Be authentic!

Digital Marketing is Seen as a Panacea, But There’s a Catch – Event and tradeshow people are flocking to digital marketing strategies such as those that use QR codes or mobile apps. But there’s a big catch: You’ve got to get people to buy in. At a number of recent events I’ve done, I’ve included a big QR code in my booth. I can probably count on one hand the people who understood what it was or how to use it. Many times, I’d have to show them how to download a scanning app. And I really, really hate wasting my selling time showing someone how to use their own Blackberry or Android, sometimes iPhone, but rarely (not saying because I’m an iPhone snob either). Often what I hear is “I just bought this phone and I have no idea how to use it.” So I use these tools sparingly and cautiously, tailoring it to the anticipated audience. (BTW, I’m exhibiting at The Business Ledger/Suburban Business Newsmaker Forum on Digital Marketing where I’ll be introducing our new PWP Mobile Marketing services that do not require a smartphone to use. Click here for details and a special 40% off registration discount offer just for my PWP Today blog readers.)

Promotional USB Drives Will Continue to Lose Favor – On a related digital marketing note, promotional USB drives will continue to lose favor as mobile apps and more powerful smartphones saturate the market.

Green Yuck – While many people are willing to reuse containers, clothing, and more at home, they are not so willing to share or reuse items at events. The post I did on the challenges of reusing tradeshow lanyards generated quite a discussion and some interesting ideas! So what should you do? Check out some of the ideas and comments in the Green Yuck post.

Green marketing continues to evolve. Wonder what we’ll see happening on the 50th anniversary of Earth Day in 2020. Got a prediction? Share it in comments.

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