Promotional Products Rank Among the Lowest-Carbon Advertising Channels

New International CO₂ Study Highlights Environmental Efficiency of Promotional Products

The promotional products industry has taken an important step toward greater transparency and global recognition.

A newly completed international CO₂ analysis compares the carbon footprint of promotional product merchandising with five major advertising channels across both US and European markets.

The study was initiated in Europe, but has been very well received by our US partners PPAI and ASI. With generous support from America, European media partners CTCO and Het Portaal, four EAC member associations – BAPP, bpma, GWW and PPP financed the study on behalf of the European Associations Cooperation (EAC), and conducted it in alignment with leading international partners.

What Was Analysed?

The study evaluates carbon impact across multiple performance metrics:

• CO₂ per impression

• CO₂ per memorised impression

• CO₂ per campaign

• CO₂ per USD/EUR spent

  
  

Promotional product data was calculated using primary emissions data from leading distributors in Europe and the US, based on cradle-to-grave lifecycle accounting. Other media channels (Digital, TV, Radio, Out of Home, Print) were assessed using industry averages and published sustainability benchmarks.

Key Findings

Across all metrics, promotional products ranked among the lowest carbon impact advertising channels.

The strongest performance was seen in emissions per impression and per memorised impression. This is largely driven by:

• Extended product lifecycles

• High cumulative impression volumes

• Strong recall rates compared to many other channels

  
  

The study also found consistent ranking patterns between US and European markets, despite structural differences in media buying and electricity grid intensity.

Why This Matters

For years, sustainability discussions in advertising have focused heavily on digital channels. This study introduces an important data-driven perspective: when lifecycle impact and recall effectiveness are considered together, promotional products perform exceptionally well.

At the same time, the report clearly acknowledges methodological limitations:

• Primary data was available for promotional products, while other channels relied on secondary benchmarks.

• Cross-channel carbon measurement frameworks are still evolving.

• Further primary data collection across all media types would strengthen future comparisons.

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The study therefore represents both a milestone and a starting point.

A Call for Industry-Wide Progress

The project underlines the importance of:

• Expanding primary emissions datasets

• Standardising carbon accounting across advertising channels

• Strengthening cross-industry cooperation

  
  

For the promotional products sector, the results provide a credible foundation to engage in sustainability discussions with data, not assumptions.

As an international network of associations, EAC supports initiatives that increase transparency, encourage responsible business practices, and strengthen the industry’s voice at European and global level.

Further information and regional summaries are available via participating associations.