“In 2009, Westford Mill’s Bags For Life collection comprised 48 SKUs: for 2010 we’ve expanded the offering to 63 SKUs; that’s an increase of 30 per cent on last year’s SKU count,” says the brand's Hannah Knaggs. The new SKUs are a direct response to a growth, and changes, in customers’ demands for environmentally friendly promotional products.

For 2010, Westford Mill launched two new Bags For Life. “A few years ago, customers looking for a ‘natural’ promotional product were content with a cotton tote bag. That’s not the case today; now that customers are familiar with eco products they are demanding more, and wider, choice, just as they are in every other area of the corporate and promotional products market. Customers want to be able to differentiate themselves whilst remaining ‘eco-friendly’,” Hannah explains.

She adds that customers’ desire for differentiation is behind the most noticeable development within the Bags For Life sector – the calls for eco products in a wider choice of colours.

Hannah also believes the ‘Bags For Life’ market is gradually moving towards higher quality products offered at value for money prices.

"Far from looking as though it may be a short-lived gimmick, the market for eco products is maturing,” Hannah explains. “We are noticing a general move towards a more environmentally friendly way of working, across all industries – whether by choice or pressure from governments and consumers.”

Beechfield

Specialist headwear brand, Beechfield has reaffirmed its commitment to supplying eco products by doubling the colour palette for its B858 Organic Cotton 6 Panel Cap.

Managing director, Roger McHugh, comments: “When we launched the B858 in 2009, we offered the cap in four ‘earthy’ colours – black, chestnut, natural and olive green. The colour palette was chosen to underline the cap’s eco credentials and to appeal directly to the type of ‘green’ customers that we expected to make up the core end user base. We quickly discovered that a much wider range of mainstream promotional wear customers was looking for organic cotton headwear, but they wanted it in more traditional promo colours. We’ve responded by adding bright red, bright royal, French navy and white to the B858’s colour palette for 2010.”

Roger expects to see sales accelerate following the introduction of the new colours.

"Eco is still a niche area in the imprint industry, but there is a healthy demand for these products that’s not limited to the ‘obvious’ customers and that’s only going to increase in the future,” he says. 

Brand Addition

Russell Coulston, head of creative services at Brand Addition, which specialises in branded promotional merchandise, says: “Green themes are certainly trendy and currently have a lot of appeal. But eco products can’t afford to be seen as gimmicks.

 “A strong industry is being built to produce such items, so eco products are definitely here to stay. But they will also continue to evolve and our interpretation of them may change and be modified over time.

 “However, brands and suppliers must not allow complacency to creep into the quality of their eco products. If the product fails in any way, consumers’ disappointment will be inextricably linked to the brand whose livery is featured on the product.

 “Eco products are there to be used as a positive medium to support a brand’s ‘green’ messages or to underpin an eco-aware culture within an organisation. So it’s imperative that these products must offer quality and durability and be fit for purpose. They need to be part of a believable, engaging and ‘joined up’ strategy.

 “As supply chains continue to look for ways to improve their manufacturing methods, we may see a time when 'eco' is the default for some products, and they won't require a special label or an ‘eco’ prefix. We're not there yet, but maybe one day...”

Everything Environmental

Evan Lewis, managing director, of Everything Environmental comments: "We believe the green sector is here to stay but its growth rate has slowed.

“Experts will continue to thrive but those paying lip service will be found out due to the complexity of the green sector these days.

"Green products must compare on price, quality and desirability with their virgin alternatives. People are no longer willing to pay extra for basic green products. Independent certification and auditing along with supply chain transparency will become more and more important."

The Sourcing Team

"I believe Eco products are here to stay," says Gill Thorpe, managing director of The Sourcing Team. "It has been a growing market, and continued to be so for us last year. Clients are thinking far more about what they are buying and the effect they have on the global environment.

"It's about time we all took care of our environment and actually, if you look at the big corporates they are asking far more questions and showing real concern. Is that from a PR viewpoint as a corporate or because they really care? Does it matter as long as we are going in the right direction?"

EZTrans and Neenah Paper

"For a paper manufacturer there is nothing more important than the source of their product as it the very earth that suffers if we don’t get it right," says Gordon Filz. "Green policies are crucial to our operations in the US and EU and we are required to keep ourselves in a position of continuing development and ahead of the game on green issues.

"It’s simple really; look after your supply lines and you will look after yourself and safeguard your future and that of others for the future.”

EZtrans and Neenah Papers are committed to creating better, greener products that work really well and provide customers with the ease-of-use and results they want, he adds.

The Marketing Worx

"Everyone appreciates that we need to be eco friendly and to use eco products where possible," says Malcolm Watson, managing director.

"Currently, though, the costs are a lot higher to use these products so many companies are shying away from them – a real catch 22 scenario. As a result, I feel they are seen as a gimmick, one that if used properly helps to strengthen a company ethos. Most folks just do not buy into it though. This leads to the question of are they here to stay?

"I would like to think so, as we need to have real alternatives. We supply eco lanyards but the cost of these stops people buying them, even when we try and help with margins. The reason? They have to go through so much more of a process. If the industrial world is true to the development and manufacture and sale of eco products, something has to give. Any product can be fantastic but if it is out of people's reach with price it will never become a mass seller. Eco products are no different in my opinion.

"As for them being a serious business proposition? The answer is yes, but on a limited level and for limited companies. Anyone who is involved in the manufacture or supply of eco products deserves support from the Government/Institutions to help them grow and thrive. If this happens (apart from the fact that I will faint) I think the industry will continue to grow and, hopefully, become more cost effective and enable everyone to literally ‘buy’ into the products."

Newell Rubbermaid

"Yes I believe Eco is here to stay; the boom bubble did fade a bit in '09 due to certain budget constraints (it just means manufacturers need to work harder to provide greater value). But eco, ethical products are still top of mind with many of the customers I speak to," says sales manager, Stuart Warne.

"Certainly at Newell we take our corporate responsibility very seriously and are globally, as a company, working hard to improve and deliver where we can." 

Incentives & Promotional Marketing – Live!

"Having been involved in the promotional products industry since 1997, I have seen the emergence of ‘green’ promotional products," says Stephen Richards, managing director.

"All serious businesses have to consider the environment in the day-to-day work and in the promotions sector this is evident in the number of companies that now specialise in the supply of eco-friendly products. Most mainstream promotional product suppliers also have a range of eco products too and we are considering having an Eco Product showcase at Incentives & Promotional Marketing - Live!

"As for whether these goods are here to stay, I think our children are being educated to think in eco-friendly terms, so I can see this being an ongoing. While I would say that companies that demonstrate environmentally responsible practices, as well as using environmentally friendly products, will have a competitive edge – it will only be in the short term, because after a certain point ’eco-friendly’ will be a standard! However, environmentally friendly and sustainable/Fairtrade products and practices will continue grow in importance and volumes – as there will be no alternatives in a future of dwindling resources.

"From a business and margins point of view, people are being educated to demand eco-friendly goods and so are prepared to pay a premium for feeling good about themselves as consumers – so that means better margins for suppliers.

"So, some of the ideas may look gimmicky and suppliers can be forgiven for over egging the virtuous angle - but it is sound logic that there is a growing legion of consumers to whom the environment is probably the most important issue in their lives – so every little thing they can do that helps will catch their eye – the great thing about some of the eco friendly promotions and products we see are that they are fun - which is important because the subject can be a bit depressing!"

Crazy Bags

“It is more a question of what it is and how it is used that determines whether products are viewed as gimmick or serious business proposition,” says Andy Steavenson, managing director of Crazy Bags. “Environmental credentials on their own, do not render a product good or bad, but they can work to your advantage” he continues.

“Despite the downturn, environmental concerns remain high on the agenda for business and consumers alike. 

“Using environmentally sound, ethically sourced and reusable items demonstrates a company’s commitment to corporate and social responsibility (CSR), while limiting the impact of their promotional activities on the environment. To ignore the environment entirely and to dismiss it as a gimmick can not only send a negative message about your brand, it can build mistrust or dislike, with your missed sale becoming somebody else’s opportunity. It is a serious business proposition that is here to stay."

Incorporatewear

Director, Chris Wood, says: "Eco products are definitely serious business and are here to stay. We already offer some eco products in our stock supported range, including fleeces made from recycled drinks bottles – a direct market response reflecting our flexible approach to developing clothing ranges in line with client requirement.

"What's important, however, is that it's not just about addressing eco factors in the production process. It's also important to consider the disposal of the garments and, as part of its broader environmental commitment, Incorporatewear encourages and arranges the recycling and reuse of garments wherever this is practical and appropriate."

Fruit of the Loom

Brand director, Alison McKenzie, says eco products are certainly not just a gimmick. "Demand for eco apparel has increased significantly in recent years and Fruit of the Loom’s market research suggests that it will continue to do so. Consumers are ever more environmentally aware, and there is increased pressure on us all to buy or, at the very least, consider eco products. Similarly, there is growing pressure on manufacturers to be seen to be operating in an ethical and environmentally responsible way.

"For tangible evidence of the increased demand for eco apparel you need only to look at the wider range of products that is now on offer; the growth of the eco product offering is a direct response to increased customer (and consumer) demand."

Fruit of the Loom launched its Organic Cotton Ts collection in 2009 to meet the demand for good quality, good value eco promotional wear.

Adds Alison: "As a company that is geared to servicing the volume end of the promotional wear market, we do not invest in ‘gimmicky’ products; our focus is on the development of products that will help our customers to achieve volume sales. The Organic Cotton T’s range is doing precisely that."

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