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SPECIAL REPORT
revolution
showing real concern. Is that from a PR viewpoint work harder to provide greater value). But eco, work to your advantage” he continues.
as a corporate or because they really care? Does it ethical products are still top of mind with many of “Despite the downturn, environmental concerns
matter as long as we are going in the right the customers I speak to," says sales manager, remain high on the agenda for business and
direction?" Stuart Warne. consumers alike.
"Certainly at Newell we take our corporate “Using environmentally sound, ethically sourced
EZTrans and Neenah Paper responsibility very seriously and are globally, as a and reusable items demonstrates a company’s
"For a paper manufacturer there is nothing more company, working hard to improve and deliver commitment to corporate and social responsibility
important than the source of their product as it where we can." (CSR), while limiting the impact of their
the very earth that suffers if we don’t get it right," promotional activities on the environment. To
says Gordon Filz. "Green policies are crucial to our Incentives & Promotional ignore the environment entirely and to dismiss it
operations in the US and EU and we are required Marketing – Live! as a gimmick can not only send a negative
to keep ourselves in a position of continuing "Having been involved in the promotional message about your brand, it can build mistrust or
development and ahead of the game on green products industry since 1997, I have seen the dislike, with your missed sale becoming somebody
issues. emergence of ‘green’ promotional products," says else’s opportunity. It is a serious business
"It’s simple really; look after your supply lines and Stephen Richards, managing director. proposition that is here to stay."
you will look after yourself and safeguard your "All serious businesses have to consider the
future and that of others for the future.” environment in the day-to-day work and in the Incorporatewear
EZtrans and Neenah Papers are committed to promotions sector this is evident in the number of Director, Chris Wood, says: "Eco products are
creating better, greener products that work really companies that now specialise in the supply of definitely serious business and are here to stay. We
well and provide customers with the ease-of-use eco-friendly products. Most mainstream already offer some eco products in our stock
and results they want, he adds. promotional product suppliers also have a range of supported range, including fleeces made from
eco products too and we are considering having recycled drinks bottles – a direct market response
The Marketing Worx an Eco Product showcase at Incentives & reflecting our flexible approach to developing
"Everyone appreciates that we need to be eco Promotional Marketing - Live! clothing ranges in line with client requirement.
friendly and to use eco products where possible," "As for whether these goods are here to stay, I "What's important, however, is that it's not just
says Malcolm Watson, managing director. think our children are being educated to think in about addressing eco factors in the production
"Currently, though, the costs are a lot higher to eco-friendly terms, so I can see this being an process. It's also important to consider the
use these products so many companies are shying ongoing. While I would say that companies that disposal of the garments and, as part of its
away from them – a real catch 22 scenario. As a demonstrate environmentally responsible practices, broader environmental commitment,
result, I feel they are seen as a gimmick, one that as well as using environmentally friendly Incorporatewear encourages and arranges the
if used properly helps to strengthen a company products, will have a competitive edge – it will recycling and reuse of garments wherever this is
ethos. Most folks just do not buy into it though. only be in the short term, because after a certain practical and appropriate."
This leads to the question of are they here to stay? point ’eco-friendly’ will be a standard! However,
"I would like to think so, as we need to have real environmentally friendly and sustainable/Fairtrade Fruit of the Loom
alternatives. We supply eco lanyards but the cost products and practices will continue grow in Brand director, Alison McKenzie, says eco products
of these stops people buying them, even when we importance and volumes – as there will be no are certainly not just a gimmick. "Demand for eco
try and help with margins. The reason? They have alternatives in a future of dwindling resources. apparel has increased significantly in recent years
to go through so much more of a process. If the "From a business and margins point of view, and Fruit of the Loom’s market research suggests
industrial world is true to the development and people are being educated to demand eco-friendly that it will continue to do so. Consumers are ever
manufacture and sale of eco products, something goods and so are prepared to pay a premium for more environmentally aware, and there is
has to give. Any product can be fantastic but if it is feeling good about themselves as consumers – so increased pressure on us all to buy or, at the very
out of people's reach with price it will never that means better margins for suppliers. least, consider eco products. Similarly, there is
become a mass seller. Eco products are no "So, some of the ideas may look gimmicky and growing pressure on manufacturers to be seen to
different in my opinion. suppliers can be forgiven for over egging the be operating in an ethical and environmentally
"As for them being a serious business virtuous angle - but it is sound logic that there is a responsible way.
proposition? The answer is yes, but on a limited growing legion of consumers to whom the "For tangible evidence of the increased demand
level and for limited companies. Anyone who is environment is probably the most important issue for eco apparel you need only to look at the wider
involved in the manufacture or supply of eco in their lives – so every little thing they can do that range of products that is now on offer; the growth
products deserves support from the helps will catch their eye – the great thing about of the eco product offering is a direct response to
Government/Institutions to help them grow and some of the eco friendly promotions and products increased customer (and consumer) demand."
thrive. If this happens (apart from the fact that I we see are that they are fun - which is important Fruit of the Loom launched its Organic Cotton Ts
will faint) I think the industry will continue to grow because the subject can be a bit depressing!" collection in 2009 to meet the demand for good
and, hopefully, become more cost effective and quality, good value eco promotional wear.
enable everyone to literally ‘buy’ into the Crazy Bags Adds Alison: "As a company that is geared to
products." “It is more a question of what it is and how it is servicing the volume end of the promotional wear
used that determines whether products are viewed market, we do not invest in ‘gimmicky’ products;
Newell Rubbermaid as gimmick or serious business proposition,” says our focus is on the development of products that
"Yes I believe Eco is here to stay; the boom bubble Andy Steavenson, managing director of Crazy will help our customers to achieve volume sales.
did fade a bit in '09 due to certain budget Bags. “Environmental credentials on their own, do The Organic Cotton T’s range is doing precisely
constraints (it just means manufacturers need to not render a product good or bad, but they can that."
www.printwearandpromotion.co.uk March 2010 | 69 |
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