For years, promotional products have played a role within branding, events, employee satisfaction and customer communication. They ensure visibility, create connections and are a tangible reminder of your organisation.

But there was always a question in the background: How do these products compare - in terms of effectiveness and environmental impact - with other marketing channels?

A recent independent study, conducted on behalf of the Advertising Specialty Institute (ASI) and Promotional Products Association International (PPAI), provides a clearer answer to this.

Strong brand impact - underpinned by data

The research shows that printed merchandise has a strong brand and marketing impact and holds its own against other media.

When measured in ‘memorised impressions’ - the number of times people actually remember a brand - promotional products perform at least as well as outdoor advertising (such as billboards) and often better than digital channels, TV, radio and print.

Promotional items have a unique advantage: they stay in use.
A printed water bottle, notebook or garment does not disappear like an advertising impression. It remains visible and is used repeatedly, reinforcing the brand memory again and again.

Lower footprint per remembered impression

One of the most striking findings from the study is that promotional products have a lower carbon footprint per memorised impression than most traditional and digital advertising channels.

Because a product's impact is calculated over its entire life cycle - from production to disposal - and because each item generates multiple brand touch points, the environmental cost per memory is smaller than is often assumed.

In some comparisons, it is even found to be up to eight times lower than for digital ads, such as social media and online display advertising.

This does not mean that promotional products have no environmental impact; every physical product has one. But it does offer brands a data-driven way to assess effectiveness and sustainability side by side.

What does this mean for event organisers and marketers?

This research shifts the conversation from assumptions to substantiated insights.

For organisations that want to combine visibility with responsibility, promotional products offer an interesting combination:

• Memorable contact moments that reinforce brand awareness

• Repeated exposure rather than one-off impressions

• Lower CO₂ cost per remembered impression than many traditional channels

It is a reminder that sustainability is not just about producing less, but also about making more conscious choices with the impact you create.

Looking ahead

As more and more brands integrate sustainability into their strategy, reliable data provides clarity and confidence. Thoughtfully deployed promotional products can be part of an effective and future-proof marketing mix. Not as an isolated tactic, but as a strategic element that supports both performance and environmental awareness.

Are you evaluating your marketing channels and looking for a way to combine reach with accountability?
If so, this study offers concrete tools.