Something has changed in how end-users and recipients think about branded merchandise — and the research captures the moment of that change with unusual precision.
Not long ago, sustainability was the question clients asked after they'd already made their decision. A checkbox. A way to feel better about a purchase that was primarily driven by price and speed.
That era is over.
Sustainability has moved from a nice-to-have to a primary rejection criterion. End-users are now asking why something isn't sustainable — not whether it is.
(Survey of 228 promotional product buyers and decision-makers from mostly micro and small businesses)
| 55.8% of end-users say sustainability and ethical sourcing is important or extremely important when purchasing branded merchandise | 52.2% are willing to pay a small premium — up to 10% — for sustainable or ethically sourced products | 3.5% say sustainability is not important at all — the smallest segment by a significant margin |
The 2014 APPA end-user research revealed sustainability was a peripheral concern. A decade later, it sits close to the centre of the procurement conversation.
The research identifies a specific behaviour shift: end-users are now actively boycotting products wrapped in single-use plastic, and actively rejecting items they perceive as 'landfill-bound.' This is not passive preference — it's active avoidance.
The research introduces a concept that gives the industry a useful framework for where sustainable branded merchandise needs to go. The term is 'Future Objects.'
Future Objects are branded items designed for:
|
12+ months of genuine use Not single-occasion, single-purpose novelty items. |
|
Minimal, plastic-free packaging The item should arrive cleanly, not enveloped in unnecessary material. |
|
Clear end-of-life recycling pathways Recipients should be able to dispose of the item responsibly when its useful life ends. |
This framework connects directly to the usefulness finding from the recipient study. The items that generate recall and conversion are the items that get used repeatedly over time. Future Objects aren't just a sustainability response — they're also the most commercially effective choice.
The finding that 52.2% of end-users surveyed are willing to pay up to 10% more for sustainable products represents a significant commercial opportunity, if the industry can communicate sustainability credentials clearly and credibly.
| 52.2% willing to pay a small premium of up to 10% for sustainable products | 17.5% willing to pay a moderate premium of 10–25% | 28.1% unwilling to pay any premium at all |
This means the market for sustainably positioned branded merchandise is substantially larger than the market for the cheapest available option. Providers who lead with sustainability (and can demonstrate it) are not limiting their market. They're accessing a better-quality part of it.
There is one further dimension to the sustainability finding that the research captures through the recipient data.
Recipients form opinions about brands based on what they receive. When they receive something that is single-use and non-sustainable, that judgement extends to the brand itself. The item becomes a signal of the brand's values — and in 2025, a landfill-bound promotional item signals that a brand doesn't care about its environmental impact.
For client-facing conversations, this reframes the sustainability question entirely. It's no longer 'should we pay more for a sustainable option?' It's 'what does our branded merchandise say about our brand's values?'
Sustainability is no longer a question clients ask after making their decision. It's a criterion they apply before they make it. The providers who understand this — and can demonstrate their credentials — are positioned to access a larger, higher-value part of the market.
| 55.8% say sustainability is important or extremely important — it's now a central procurement criterion |
| Recipients are actively rejecting single-use plastic and 'landfill-bound' items |
| 52.2% will pay up to 10% more for sustainable products — a significant premium-willing segment |
| Future Objects framework: 12+ months use, minimal packaging, clear end-of-life pathways |
| Sustainability is now a brand values signal — cheap throwaway items reflect on the brand, not just the supplier |
The member toolkit includes sustainability talking points designed for client conversations. Download it from the research hub.
Not yet a member? Download your free APPA Research Fact Sheet — no membership required.
If you would like to learn more about APPA Membership click here.
| Download Member Toolkit → | Download Free Summary |
