For once, it’s the end user who’s influencing the market. Informed by high profile media campaigns such as Bono’s RED, Christ Martin’s Make Trade Fair, and LIVE Aid, customers have become much more aware of environmental and ethical issues. The realisation that it is possible to make a positive difference, simply by choosing certain products, has empowered the public to become much more vocal about the type of products they want to buy.

The ‘conscientious consumer’ appears to be particularly interested in ethical working practices in the garment industry. A YouGov survey in 2006 revealed that 78% of shoppers said they would like to know more about the way clothes are made, including the conditions in the factories and the use of chemicals in their manufacture.

In another recent survey by TNS, members of the public said that their highest priority was to end child and sweatshop labour, with an overwhelming 76% of people expressing that labour conditions were a very important driver on choice. This was followed closely by offering producers a fair price (buying ‘Fairtrade’ (60%)) and limiting environmental damage (50%). These customers are influencing many businesses to offer a wider range of ethical and eco-friendly products.

A variety of industries are getting involved. Epona recently provided Fairtrade T-shirts for Razorlight’s Arena tour; Screen-printer 5th Column supplies many high profile charities; and ‘ECO’ T-Shirt and Sons is printing the merchandise for Glastonbury 2007. Comic Relief tops have been Fairtrade for the past few years, SAF has sold organic T-shirts to Greenpeace, and the London Underground has become the first public body to join the Ethical Trading Initiative.

What’s available?

The idea of buying an eco-friendly product is not a new one, but in the past choice was limited and quality inferior. However, in the last few years, ethical companies have upped their game and are now producing garments and promotional products that are in line with their mainstream competitors.

The focus has shifted to the product, not just the ethics behind it and customers have suddenly been given a viable alternative to conventional promotional items. As products can be slightly more expensive, it is vital that they are great quality and as such, they are often aimed at the top end of the promotional market. Responding to high street-driven clients wanting more fashion-led items, companies like Continental,Wombat and Epona have developed organic or Fairtrade ranges that deliver in terms of both style and ethics.

So it’s no longer just the feel good factor that’s prompting customers to choose a product on its ethical credentials. Improved quality and choice have helped the organic and Fairtrade markets to grow at a fantastic rate (40-50% each year). And the promotional industry is starting to take notice. At the P&P 2007 Exhibition there were more ethical offerings than ever. Pioneer organic and Fairtrade companies SAF and Epona have both expanded their ranges, with Epona introducing new vibrant colours, and there are also new products on the scene. Continental recently launched their sustainable bamboo tops in addition to their organic tees and several leading UK distributors are now selling organic T-shirts from Sols, Mantis and Pencarrie, which has widely increased the availability of these products.

Hitting the mainstream

So, do recycled promotional gifts, eco-friendly printing, Fairtrade and organic clothing really have a shot at hitting the mainstream and competing at the volume end of the market? With such a variety of ‘ethical’ promotional products and services currently available it can all get a bit confusing – what exactly do all these eco credentials mean?

Over the next few editions, I’ll explore the garment production process (from fabric choice to garment decoration and packaging), considering the environmental impact and ethical choices involved at each stage in ‘The Lifecyle of a T-Shirt’ – looking at the different products available and how you can get involved. Topics covered will include:

• The Lifecycle of a T-Shirt – How to get ethical
• Material selection – Organic and Fairtrade cotton, bamboo, hemp etc…
• Manufacturing – from cut and sew to the dying process. Looking at labour standards and how to improve them
• An overview of the ethical and environmentally friendly garments currently on the market
• Impact of garment printing – looking at conventional printing methods and asking printers their views on ‘eco-friendly’ techniques
• Recycled promotional products, carbon footprint and packaging
• CSR – How Corporate Social Responsibility is influencing purchasing decisions, which businesses are going organic, Fairtrade and eco-friendly and who’s offering ethical work wear, uniforms and promotional items.

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