The second annual Sustainable Merch Summit, held on Earth Day, highlighted practical steps the promotional products industry can take toward measurable sustainability—focusing on data collection, certifications, transparent supply chains, and turning eco‑credentials into a growth engine.
As the promotional products sector moves into the second half of 2026, industry leaders gathered for the Sustainable Merch Summit 2026—a follow‑up to last year’s inaugural event. Co‑hosted by the Branded Merch Network, ASI, Apparelist, and the 2 Regular Guys podcast, the summit emphasized concrete actions over abstract goals, urging participants to “prove over promise” and embed sustainability into everyday business practices.
The 2025 summit laid the groundwork for recognizing sustainability’s ever‑present impact on merch. This year’s Earth Day gathering shifted the conversation to implementation:
Baseline data collection – Companies were encouraged to start measuring current material usage, waste, and carbon footprints.
Certification pathways – Attendees explored which third‑party standards align with their size and capabilities.
Transparency tools – Digital product passports and QR‑code traceability were showcased as ways to make supply‑chain information visible to end‑users.
Cassie Green of Apparelist summed up the sentiment: “We need concrete measurements, not just abstract concepts. Visibility creates accountability.”
Theresa Hegel, ASI’s Executive Editor of Sustainability, and Green opened the summit with a brief on regulatory trends. In the United States, sustainability legislation often follows European standards before gaining traction in California and other states. A notable upcoming requirement is the EU’s Digital Product Passport, slated for widespread launch next year, which will demand detailed data on origin, materials, repairability, and end‑of‑life options for each product.
Understanding where a product is made, the materials it contains, and its potential second life is now a competitive necessity, according to Green.
Beyond sourcing, Hegel highlighted product longevity as a frequently overlooked sustainability metric. ASI’s 2026 Ad Impressions Study found that a typical promotional item generates ≈ 3,300 impressions over its lifetime, and 78 % of consumers keep items they find useful. Extending the useful life of merch therefore directly reduces waste and amplifies the environmental return on each item produced.
The proliferation of certification programs can overwhelm smaller firms lacking dedicated ESG teams. Panelist Sara Osorio of PRINTING United Alliance advised a pragmatic approach:
Common options discussed included:
| Certification | Focus | Typical Applicability |
|---|---|---|
| Sustainable Green Printing Partnership | Holistic printing process | Printers, large‑scale merch producers |
| Global Organic Textile Standard (GOTS) | 100 % organic fibers | Apparel manufacturers |
| Ecotex | Chemical restrictions | Textile and apparel suppliers |
| EcoVadis | Overall supply‑chain ESG rating | Companies seeking broad ESG validation |
Lane Hokanson (Goldstar) emphasized that the story behind a certification—how a company exceeds the baseline requirements—adds far more value than the badge alone.
Transparency was a recurring theme. Caity Baumann of BDA argued that sharing both achievements and gaps builds credibility:
“It’s not about where you’re at in this moment. It’s about where you’re going, and how you’re preparing yourself to get there.”
BDA’s practice of quantifying the carbon footprint attributable to each client illustrates how data can become a collaborative tool rather than a competitive secret.
On the product side, Eric Henry (TS Designs) demonstrated a QR‑code “dirt‑to‑shirt” system that lets recipients trace a T‑shirt’s journey from a North Carolina cotton farm to the finished garment. This level of openness not only informs consumers but also deepens relationships with upstream suppliers.
When sustainability moves from a side project to a core business DNA, it can unlock new revenue streams. Julie Johnson (Stanley/Stella) noted that embedding eco‑values into brand identity resonates with clients seeking authentic partners.
Real‑world examples from the summit:
PromoShop won a large enterprise RFP by aligning its product mix with the client’s nature‑focused values, demonstrating that authenticity beats generic “green” claims.
Allmade Apparel co‑founder Ryan Moor highlighted the need to match diverse client demands—whether carbon reduction, water savings, or organic content—to stay competitive.
The consensus was clear: sustainability is no longer a “nice‑to‑have” add‑on; it is increasingly a decisive factor in winning business and fostering long‑term relationships.
| Action | Why It Matters |
|---|---|
| Start measuring – Baseline data provides the foundation for improvement. | Visibility → Accountability |
| Choose appropriate certifications – Align with business size and market expectations. | Credibility → Market differentiation |
| Be transparent – Share both successes and challenges. | Trust → Stronger client and supplier bonds |
| Integrate sustainability into brand DNA – Make it a strategic pillar, not a marketing gimmick. | Growth → New opportunities and client loyalty |
The Sustainable Merch Summit 2026 reinforced that progress in the promotional products industry will be incremental, but each measurable step—whether a data point, a certification, or a QR‑code trace—pushes the sector toward a more responsible future.
The summit’s insights signal a broader industry shift: sustainability is evolving from a peripheral conversation to a central driver of product development, client acquisition, and overall business strategy.
