Your sustainability goals might be spotless on paper - but what about the merch table at your last event?
From landfill-bound lanyards to plastic promo gadgets, the average swag bag tells a very different story from the one in your ESG report. These programmes undermine environmental, social, and governance (ESG) objectives.
For companies striving to reduce waste, lower emissions and build trust with clients, employees and investors, it’s time to ask: does your merchandise match your mission?
This guide will walk you through a sustainability audit for your promotional items—flagging red flags, exploring smarter alternatives, and showing how the right branded items can support, not sabotage, your environmental goals.
Spotting the disconnect - when ESG and swag don’t align
Many businesses treat sustainability and marketing as separate silos. On one side: ambitious net-zero targets, glossy sustainability reports, and detailed carbon reduction plans. On the other: budget merchandise sourced in bulk, often with little transparency or consideration for impact.
This disconnect is more common than most realise.
Mass-produced giveaways — typically made overseas with petroleum-based materials — can undercut your brand’s environmental credibility in a matter of seconds. What’s worse, many of these items break quickly or offer little use, making their way into bins faster than you can say “eco-conscious.”
What is particularly concerning about this is the volume-based approach that dominates corporate merchandise strategies. At trade shows and events, marketing teams distribute hundreds or thousands of cheap items, creating an immediate environmental impact.
Even more troubling is the short lifespan of these products – many recipients discard unwanted or broken items within days, weeks, or months, transforming well-intentioned brand promotion into immediate trash.
Red flags in your current swag strategy
If you're wondering where your merchandise programme stands, start with this list of red flags.
Single-use or short-lifespan items
Think plastic pens, novelty tech, flimsy bags. If it breaks, gets ignored, or adds no value, it's likely headed for landfill.
Zero supply chain visibility
If you can’t say where or how your items were made, you can’t guarantee ethical sourcing, fair labour or environmental compliance.
Suspiciously cheap pricing
Rock-bottom costs often mean corners were cut — whether in wages, materials, or waste practices.
High packaging and shipping emissions
Heavily packaged items or those shipped internationally add hidden carbon costs before they even arrive.
No connection to the end user
If recipients don’t use it, your branded item becomes waste — not a memory.
How to run a sustainable swag audit
Ready to take a closer look at your current approach? Here’s where your business should start.
Inventory everything
Gather a full list of promotional items — past and present. Track suppliers, unit costs, materials, and distribution volume.
Evaluate the materials
Is it recyclable? Compostable? Does it contain virgin plastic or mixed materials? Look past “eco” labels for real impact.
Ask your suppliers the tough questions
Request documentation on certifications, working conditions, and environmental policies. If it’s vague or unavailable, consider switching.
Measure lifecycle impact
Think beyond the item: how far did it travel? Is it over-packaged? What happens when it’s no longer useful?
Ask your audience
Survey staff and customers: what do they actually keep, use, and value? You might be surprised by the answers.
Score and prioritise
Use your ESG goals as the benchmark and score items accordingly. Highlight low-scoring swag that needs replacing ASAP.
What good sustainable swag actually looks like
When it’s time to restock your promo drawer, look for:
Functionality
Will it get used regularly? Does it solve a problem or add value? When selecting sustainable promotional items, prioritise genuine functionality that creates lasting value for recipients. Shop our steel bottles that people will actually use daily, rather than disposable items that briefly carry your logo before entering the waste stream.
Quality and longevity
Premium items that last years — not weeks — offer better ROI and less waste.
Materials that match your mission
Recycled, low-emission, plastic-free, or ocean-bound materials that support your sustainability claims.
Verified supply chain ethics
Transparency builds trust. Choose partners who share yours.
A clear story
Good swag says something about your brand. Great swag proves it. The best sustainable promotional products tell a compelling story about your brand's values while delivering practical benefits to recipients. When you choose items that align with both environmental principles and user needs, you transform promotional merchandise from potential liability into powerful brand assets.
Take Just Bottle, for example. Our reusable stainless steel bottles are made from recycled materials, designed for years of daily use, and help remove plastic from oceans with every sale. They're practical, desirable, and ESG-ready.
The ROI of getting swag right
Thoughtful corporate gifts are nice-to-have, but they’re also important brand assets.
Stronger brand alignment
Show, don’t just tell. A reusable bottle says more than a sustainability report ever could.
Increased loyalty and trust
Audiences can spot authenticity. Sustainable merchandise builds credibility with clients, customers and talent.
More visibility, fewer costs
Premium swag is used more often, seen more often, and gets remembered. Less waste, more brand impact.
Better social traction
Attendees are more likely to post about thoughtful, sustainable giveaways—free marketing with a conscience.
Internal pride and culture wins
Show your team you walk the talk. Great swag boosts morale and strengthens your company identity.
Turn your corporate merchandise into an ESG asset
It's clear that promotional merchandise doesn't revolve around brand exposure. It’s a reflection of your values, your standards, and your attention to detail as a business.
When done poorly, it’s landfill clutter. When done well, it’s brand-building, story-telling, and sustainability in action.
If your merchandise strategy hasn’t kept pace with your ESG goals, now is the time to reassess. Audit your current items. Refocus your criteria. Partner with brands like us at Just Bottle to offer long-lasting, environmentally responsible alternatives designed to support both your visibility and your values.
Final checklist — what to ask before your next swag order
- Will this item be used every week or just once?
- Is it made from recycled, low-waste, or responsibly sourced materials?
- Can I trace where and how it was made?
- Does it reinforce our environmental and social values?
- Will it still reflect well on us a year from now?
If the answer’s no — rethink it.
Ready to make your swag work harder?
At Just Bottle, we help companies shift from forgettable merch to meaningful, sustainable gifting. Our custom stainless steel bottles are designed for daily use, made with care, and built to last.
Explore our custom water bottles for business and start aligning your brand with the values that matter — sustainability, longevity and impact.
FAQ's
What is sustainable swag and why does it matter?
Sustainable swag refers to branded merchandise designed with environmental and ethical responsibility in mind. Unlike traditional giveaways, it avoids wasteful materials and short lifespans, instead prioritising quality, functionality, and a positive impact. Choosing sustainable swag shows your business is serious about its ESG goals and committed to reducing its environmental footprint.
How can I tell if our current swag is sustainable?
Start by evaluating the materials, lifespan, and sourcing of each item. If your giveaways are single-use, made from virgin plastic, lack supply chain transparency, or are rarely used by recipients, they likely don’t qualify as sustainable swag. Running a full swag audit can help identify what to improve.
What makes a good example of sustainable swag?
High-quality, reusable items made from recycled or responsibly sourced materials are key. Sustainable swag should be functional, ethically produced, and aligned with your brand’s mission. Think stainless steel bottles, recycled notebooks, or organic cotton totes, items people will use and keep.
Can sustainable swag still deliver strong brand impact?
Absolutely. In fact, sustainable swag often drives better engagement, loyalty, and visibility. Because it's used more often and valued by recipients, it reinforces your brand message more effectively than disposable promo items and reflects your commitment to doing business responsibly.
