How sustainable is your SWAG?

We’ve all been to exhibitions and events where the battle between branded bags, pens, sweets, USB sticks, and other promotional items is highly visible.

You probably think that much of this SWAG (Stuff We All Get) is just binned shortly after the show, but event SWAG undoubtedly works. Research from the British Promotional Merchandise Association (BPMA) reveals that 79% of people can recall a brand featured on a promotional item they received in the past two years, and 87% keep promotional items for more than a year.

Conversely, according to the 2019 Global Ad Impressions Study by the Advertising Specialty Institute and reported in Forbes, just 21% of branded and promotional items are kept for any length of time. More than half is given away, and 23% is thrown away. Think of that next time you order 1,000 of anything!

So many numbers.

There’s no doubt that much of the SWAG we all currently receive remains a sustainability nightmare due to its disposable nature and its environmental impact. Options around sustainable events SWAG have been around for a while however, meaning the choice around offering SWAG versus its environmental impact is no longer a binary one. 

What’s the case for SWAG?

Promotional merchandise has been a staple in the event industry for decades, serving as a reminder of a brand long after the event has ended. It wouldn’t have endured for so long if there hadn’t been some very good evidence that it works.

According to the BPMA promotional items can significantly boost brand recall. Items like pens, USB sticks, and bags are used repeatedly, reinforcing the brand message each time. SWAG can also be an effective tool for lead generation. Attendees are more likely to visit booths offering free items, providing exhibitors with an opportunity to engage with potential customers. Some studies indicate a direct correlation between promotional items and sales. By creating a positive brand association through useful or fun items, companies can drive purchasing decisions. And providing high-quality and useful SWAG, not cheap throwaways, can enhance client loyalty. When customers receive something of value, they feel appreciated and are more likely to remain loyal to the brand.

…And the case against ‘traditional’ SWAG?

Despite the benefits, there are significant concerns regarding the sustainability of traditional SWAG: Many existing promotional items are made from non-recyclable materials and are discarded shortly after the event. This contributes to landfill waste and environmental pollution. The production of SWAG typically involves several stages of manufacturing, often in countries with lax environmental regulations. The carbon footprint associated with these processes is substantial.  SWAG is often transported over long distances, involving multiple third parties. This not only increases the carbon footprint but also adds to the overall environmental impact. The end-of-life stage for SWAG is particularly problematic, as many items are not biodegradable or recyclable. This results in a significant amount of waste that takes years to decompose.

Sustainable events SWAG  

The BPMA Step Forward campaign, encourages members to investigate and implement more sustainable  practices. For event professionals looking to make more environmentally responsible choices, there are now several sustainable events SWAG options to consider. How about some of the following;

Seed paper products: Items like notebooks, business cards, or bookmarks made from seed paper are not only useful during the event but can also be planted afterwards. The paper is embedded with seeds that, when planted, will grow into flowers, herbs, or vegetables, leaving no waste behind.

Solar-powered chargers: Compact solar-powered chargers for mobile devices are both practical and sustainable. They harness renewable energy from the sun, reducing reliance on traditional electricity sources and encouraging sustainable energy use.

Digital gift cards or e-books: Instead of physical items, consider offering digital alternatives like e-gift cards or e-books. These eliminate the need for manufacturing and transportation, significantly reducing the carbon footprint associated with event giveaways. They provide attendees with value without generating physical waste.

Promises or pledges: For example, the event organiser pledges to buy a book for a children’s library (one book per delegate) and in each SWAG bag is a thank you card created by children that would benefit from the library. A hand written card to each delegate creates real impact.

For those who still want to provide physical SWAG, the eco-range at Team Togs offers a variety of environmentally friendly options. Their products are designed with sustainability in mind, using materials that are either recycled or biodegradable. 

If digital alternatives are better suited, Swagable Bag provides a range of digital SWAG options. Digital SWAG can include downloadable resources, e-gift cards, or virtual experiences, all of which have a significantly lower environmental impact. 

Making informed decisions 

At event:decision our stance on SWAG is merely that we aim to provide the data that helps event organisers make better decisions. Our Impact tool includes data on the environmental impact of every part of your event, including your SWAG, allowing you to make informed choices based on your sustainability goals.

While traditional SWAG offers significant benefits in terms of brand awareness, lead generation, and customer loyalty, the environmental impact can’t be ignored. By exploring sustainable alternatives and making data-driven decisions, event organisers can strike a balance between effective marketing and environmental responsibility, achieving both with just a tiny bit of creative thinking and planning.

Impact: Responsible Event Reviews from event:decision are a fast, simple way to benchmark the sustainable performance of your event, within E, S and G. For more details, get in touch.