After 7 Years in Promotional Products, Here’s What’s Changing - And Why It Matters

I’ve spent the past seven years in the promotional products industry. In that time, I’ve seen a significant shift - not just in product trends, but in buyer expectations, procurement policies, and the broader conversation around sustainability.

Promotional merchandise isn’t disappearing. In fact, in many sectors it’s growing. But what is changing is what people are buying, why they’re buying it, and how  those decisions are being evaluated.

Here’s what I’m seeing from inside the industry.

The Industry Is Growing - But It’s Maturing

Branded merchandise remains a powerful marketing tool because it’s tangible. In a digital-heavy world, physical products create real-world brand interaction. Events, activations, onboarding packs, internal engagement campaigns - these all continue to rely on merchandise. But growth is no longer driven by volume alone.

It’s being driven by:

• Strategic brand alignment

• Measurable ROI

• Longevity and usefulness

• Sustainability requirements in procurement

The days of ordering the cheapest possible item in the highest possible quantity are fading - particularly in corporate, education and government sectors.

Procurement Is Driving Change (Not Just Marketing)

One of the most important shifts I’ve observed is this:

Sustainability conversations are no longer happening only in marketing teams. They’re happening in procurement departments.

Across government, universities and large corporates, we’re seeing:

• Sustainable procurement frameworks

• Supplier code-of-conduct requirements

• Modern Slavery compliance expectations

• ESG reporting pressures

• Waste reduction targets

• Carbon accounting and lifecycle scrutiny

This is changing the merchandise conversation.

It’s no longer: “What’s the cheapest pen we can get?” It’s: “Where is this made? What is it made from? How long will it last? Does it align with our sustainability policy?”

That’s a fundamental shift.

Product Trends: From Disposable to Durable

In the last few years, demand has moved steadily toward:

• Reusable drinkware (premium bottles, coffee cups)

• Apparel with ethical supply chains

• Recycled material products

• Locally sourced or lower-impact goods

• Items designed for longevity, not novelty

Interestingly, what’s declining fastest is:

• Single-use plastics

• Low-cost novelty items

• High-volume, low-retention giveaways

Buyers are asking a practical question: “Will this item still be used in six months?”

That mindset alone changes everything.

Environmental Policy Is Accelerating the Shift

We can’t ignore policy changes.

In Australia and globally, we’ve seen:

• Bans on certain single-use plastics

• Corporate ESG reporting frameworks expanding

• Increased public scrutiny on waste

• Sustainability becoming part of tender evaluation criteria

For procurement professionals, this isn’t optional - it’s operational.

Choosing merchandise now intersects with:

• Risk management

• Brand reputation

• Stakeholder expectations

• Regulatory alignment

  
  

Merchandise may be a small line item in a budget, but it is highly visible. And increasingly, it’s being evaluated through the same lens as larger procurement decisions.

Why This Matters (Even If You’re Not a Sustainability Specialist)

You don’t need to be a Chief Sustainability Officer to see what’s happening.

Marketing teams want brand consistency. Procurement teams want compliance and accountability. Event managers want impact without waste. Sustainable merchandise sits at the intersection of all three.

Done poorly, it creates landfill and reputational risk. Done well, it reinforces brand credibility and demonstrates alignment between message and action.

And audiences are paying attention.

Students, employees, and customers are increasingly aware of environmental impact. When a brand hands out merchandise, it sends a signal - intentional or not.

The Commercial Reality

This shift isn’t just ethical - it’s commercial.

Higher quality, sustainable products:

• Tend to have longer brand exposure

• Are less likely to be discarded

• Create stronger brand association

• Reflect positively on the organisation issuing them

In other words, better merchandise often delivers better ROI.

The conversation is moving from: “How much does this cost per unit?” To: “What does this represent about our brand?”

That’s a much more strategic question.

Where I See the Industry Heading

From my perspective, the next 5 years will bring:

• Greater transparency expectations from suppliers

• More lifecycle conversations

• Fewer disposable items in tenders

• Sustainability as a standard evaluation criterion

• Continued growth in durable, practical, lower-impact products

The industry won’t disappear. But it will be reshaped. And from my perspective, it needs to be.

Final Thought

Promotional products are powerful because they’re physical. That means they carry real, tangible impact.

I believe we’re at a turning point. Not because merchandise could become redundant, but because expectations are increasing. And that’s a good thing, because we're ready to rise to the challenge.