『Promotional Products vs Digital Ads: The Surprising CO₂ Impact Study』のカバーアート

Promotional Products vs Digital Ads: The Surprising CO₂ Impact Study

Promotional Products vs Digital Ads: The Surprising CO₂ Impact Study

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概要

 Most people assume digital advertising is the more sustainable marketing choice. But a new industry study suggests the story might be more complicated. This week on 2 Regular Guys, we welcome Theresa Hegel, Executive Editor for Special Projects and Sustainability at ASI, to discuss the findings from a major CO₂ impact study commissioned by ASI and PPAI. The research looked at the carbon footprint of promotional products compared to other forms of advertising and uncovered some surprising results around longevity, memorability, and environmental impact. Theresa walks us through the key findings, explains how the study gathered and analyzed the data, and shares what these insights could mean for the future of sustainability in the promotional products industry. Join us as we explore the data and discuss how decorators and distributors can think differently about the environmental impact of branded merchandise. Your business doesn’t need more tasks. It needs clarity, alignment, and a structure that supports you. The Business Builder Accelerator is a guided 12-week experience that helps you uncover what actually matters, make confident decisions, and build a foundation you can grow on. Explore the experience and sign up for a free clarity call –> OSG.link/Builder News If you have anything newsworthy you would like us to share, please email details to info@2regularguys.com. Use the subject line “Weekly News.” https://youtu.be/6BXmKHKC8H4 Dad Joke Terry: Did you know there are only 12 seconds (2nds) in a year? There’s January 2nd… February 2nd… March 2nd… Promotional Products vs Digital Ads Aaron: Welcome to the show as a guest. We have been loving having you bring us news on a regular basis from your work with ASI. Give us the quick rundown of who you are and what you do. I’m the executive editor of special projects and sustainability at ASI. I’ve been at ASI for 12 years, and I write about a variety of topics, with a focus on apparel, apparel decoration and sustainability. I started out in daily newspapers – highlights of my career include writing about a bedbug-sniffing dog, profiling a legally blind art teacher and following a local ghost-hunting group on a research trip to a cemetery at midnight. Terry: Let’s start at the beginning. What led ASI and PPAI to commission this CO₂ impact study in the first place? Promo products often get a bad rap as “trinkets and trash,” and we’ve seen some “anti-swag sentiment,” particularly on social media, with people complaining about promo’s perceived carbon impact. But up until now, there hasn’t really been any concrete data showing how promo stacked up compared to other forms of advertising. In order to combat people’s misconceptions about our industry, it’s important that we arm our members with real data they can use in sales conversations or when establishing themselves as thought leaders online. ASI and PPAI have always done a good job with gathering and crunching other kinds of data (ad impressions, state of the industry, etc.) but in some ways, sustainability-specific data has been a gap. Also, it was important for us to use a third party to conduct this study for impartiality. We knew the results might not be exactly what we wanted to hear, but we were prepared to share them whatever the outcome was. Aaron: Before we get into the numbers, can you give us the big picture? What question was this research trying to answer for the promotional products industry? The big picture is that we needed to establish an industry baseline. Until we measure how carbon intensive promo as a whole is, how can we address the impact? As I mentioned before, we also wanted to give our members some concrete data they can use to answer questions and concerns about the sustainability of the promo industry. We compared promo to five other advertising mediums: out of home (billboards and signage); digital advertising; radio; TV and print advertising, and looked at factors such as carbon impact per memorized impression (brand recall tied to a particular advertising channel), carbon impact per media campaign and carbon impact per dollar spent). Terry: What were some of the most surprising or headline findings that came out of the study? We didn’t really know what the study was going to say, so it was really exciting to find out that by most measures promo had the second-lowest carbon impact of all advertising channels. Billboards and other “out of home” advertising were the only channel with a lower carbon impact. For instance promo generates .56 grams of carbon equivalent per memorized impression, according to the combined U.S. and European data we gathered, whereas out of home is just under that figure with 0.54g grams of carbon equivalent per memorized impression. Digital advertising is 4.57g of carbon equivalent per memorized impression – 8 times higher than promo. (Grams and metric tons of CO2 equivalent is a ...
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