It is easy to assume that digital advertising has a lighter carbon footprint than branded merchandise. Digital feels intangible. Branded merchandise is physical. On the surface, that seems like a simple carbon calculation.
But advertising impact is not only about whether a channel is physical or digital. It is also about whether people remember it, use it, keep it and continue interacting with the brand after the first exposure.
A new third-party, data-led study commissioned by trade association Promotional Products Association International, industry services provider Advertising Specialty Institute and global industry partners challenges the assumption that branded merchandise is inherently more carbon-intensive than other advertising channels. The study found that branded merchandise was among the lowest carbon impact advertising channels analyzed and that its carbon impact per memorized impression was eight times smaller than digital advertising.
For marketers, the takeaway is not that all branded merchandise is automatically sustainable. It is that useful, relevant and durable branded merchandise can deliver meaningful brand recall with comparatively low carbon impact when planned responsibly.
That makes branded merchandise more than a one-time handoff. Used intentionally, it can be a credible marketing channel that creates value through continued use, quality, relevance and real-world presence.
What is the carbon impact of branded merchandise?
A joint PPAI-ASI study found that branded merchandise was among the lowest carbon impact advertising channels analyzed. When measured by carbon impact per memorized impression, branded merchandise performed eight times lower than digital advertising, according to the study. The finding does not mean every branded merchandise program is low-carbon; product choice, sourcing, distribution, use and end-of-life planning still matter.
Branded Merchandise Carbon Impact: Key Study Findings
Branded merchandise was among the lowest carbon impact advertising channels analyzed.
- Its carbon impact per memorized impression was eight times smaller than digital advertising.
- In combined U.S.-European data, branded merchandise generated an average of 0.39 metric tons of carbon equivalent per campaign.
- TV campaigns generated an average of 7.83 metric tons of carbon equivalent, about 20 times more carbon-intensive than branded merchandise on a per-campaign basis.
- The study compared branded merchandise with out-of-home, digital, TV, radio and print.
Key finding: branded merchandise performed among the lowest-carbon channels studied
The study, conducted by U.K.-based climate platform 51toCarbonZero, compared branded merchandise with five other advertising channels:
- Out-of-home advertising
- Digital advertising
- TV
- Radio
Across the metrics measured, branded merchandise emerged as one of the lowest carbon impact channels, supported by strong impression and recall performance.
One of the clearest findings was the comparison by memorized impression, meaning brand recall tied to a particular advertising channel. On that metric, branded merchandise’s carbon impact was reported as eight times smaller than digital advertising.
The study also found that branded merchandise performed well on a per-campaign basis. In the combined U.S.-European data, branded merchandise generated an average of 0.39 metric tons of carbon equivalent per campaign, making it more than twice as efficient as digital advertising on that measure. TV campaigns, by comparison, generated an average of 7.83 metric tons of carbon equivalent, or about 20 times more carbon-intensive than branded merchandise.
What this means for marketers
The finding matters because it reframes how marketers should evaluate branded merchandise.
The question is not simply: Does this channel create emissions?
Every advertising channel does. Digital media, for example, carries hidden carbon costs through production, data centers, cloud computing, storage, AI use and delivery infrastructure. The original article notes that these emissions can be easy to overlook because they are not visible in the same way a physical product is.
A better question is: what carbon impact does this channel create relative to the value, recall and continued engagement it delivers?
That is where branded merchandise can perform differently. A useful product does not disappear after one impression. It can be worn, carried, displayed, shared, reused and associated with a brand over time.
When branded merchandise earns a place in someone’s daily life, the value is not only in the handoff. The value is in what happens after: continued use, visibility, memory and repeated brand presence.Those questions matter more than the price tag.
Why memorized impressions matter
Not every impression has the same value.
A fleeting digital impression may be seen and forgotten in seconds. A useful branded item can remain visible for weeks, months or years. That continued presence is one reason branded merchandise can perform well when carbon impact is evaluated against memorized impressions.
The study’s findings reinforce an important planning principle: Continued use is what makes branded merchandise different from one-time impressions.
A product that is kept and used spreads its carbon impact across more moments of brand exposure and recall. That does not eliminate the need to plan responsibly, but it does change the way marketers should compare branded merchandise with other channels.
A lower-quality item that is discarded quickly weakens the case. A relevant, useful and durable item strengthens it. That is what separates strategic branded merchandise from merchandise chosen for attention alone.
Why continued use changes the carbon equation
The study should not be read as permission to produce more low-quality branded products. In fact, the opposite is true.
The carbon case for branded merchandise depends on the same factors that make it strategically effective:
- Audience relevance
- Practical usefulness
- Quality
- Durability
- Thoughtful sourcing
- Responsible distribution
- Clear connection to the marketing objective
Branded merchandise is often judged by its weakest examples: short-lived products, low-quality choices and items selected without a clear audience, purpose or plan.
That distinction matters. If an item is unwanted, poorly made or disconnected from the audience, it is less likely to be kept. If it is not kept, its marketing value falls and its footprint becomes harder to justify.
But when branded merchandise is selected with a clear audience, moment and purpose in mind, it can function as a tangible brand experience — one that continues working after the campaign impression, event interaction or gift moment has passed.
How branded merchandise compares with digital advertising
Digital advertising often feels lighter because it does not involve a physical object. But the study points to a more nuanced reality.
Digital advertising relies on energy-intensive systems, including servers, data transfer, cloud storage, platform infrastructure and increasingly AI-powered delivery and optimization. These factors create emissions that are not always visible to marketers or audiences.
Branded merchandise, by contrast, has visible production and distribution impacts. Those impacts need to be managed. But the channel can also generate repeated impressions and stronger recall through physical presence and continued use.
That is why a simple “physical versus digital” comparison can be misleading.
The stronger question is: Which channel delivers meaningful, remembered brand impact relative to its carbon cost?
According to the study, branded merchandise performs strongly on that basis.
How to use this proof internally
For marketers, this research can help reframe branded merchandise in conversations with leadership, procurement, sustainability and finance teams.
For marketing leaders
Branded merchandise should be evaluated as a marketing channel, not as a miscellaneous giveaway line item. The study supports the idea that branded merchandise can deliver meaningful brand recall with comparatively low carbon impact when it is useful, relevant and built for continued use.
For procurement teams
The lowest-cost item is not always the best-value item. Quality, durability and audience fit affect whether the product is kept and used. That means procurement decisions should consider not only unit cost, but also usefulness, expected lifespan, sourcing and brand impact.
For sustainability teams
The study provides a directional comparison that can inform responsible planning, but it should not replace product-level sustainability review. Materials, manufacturing, shipping, packaging and end-of-life considerations still matter.
For finance stakeholders
The case for branded merchandise becomes stronger when it is tied to a clear marketing objective, audience, distribution moment and expected outcome. Memorized impressions, retention, repeat use and campaign role provide a more useful evaluation frame than item cost alone.
What the study does — and does not — prove
Strong proof is more credible when it is clear about its limits.
This study provides comparative, directional insight into the carbon impact of branded merchandise relative to other advertising channels. It does not prove that every branded merchandise campaign is low-carbon, nor does it replace product-level carbon analysis.
The study applies recognized life-cycle assessment principles but is not a product-level or third-party-reviewed LCA. For branded merchandise, the study used data from two significantly sized distributors, one in the U.S. and one in Europe, along with research from PPAI, ASI and 2FPCO. Comparative media data relied on published research, articles and documents from reputable industry outlets, with 51toCarbonZero applying professional judgment to build the final dataset.
That distinction matters. The findings are useful for understanding comparative channel impact, but marketers should still ask product- and campaign-specific questions when planning.
Carbon is also only part of the sustainability story. Materials, ethical sourcing, labor practices, packaging, shipping, product lifespan and end-of-life outcomes all shape the responsibility of a branded merchandise program. The original article explicitly notes that more data and continued industry participation will be needed to build a more complete picture over time.
Planning principles for lower-impact branded merchandise
To preserve the carbon and performance advantages suggested by the study, marketers should plan branded merchandise around use, relevance and quality.
1. Start with the objective
Define what the merchandise needs to do. Is it supporting an event? Extending a campaign? Strengthening employee engagement? Building loyalty? Creating a post-event memory trigger?
The right product depends on the marketing job.
2. Understand the audience
The best branded merchandise starts with audience insight, not product selection. Consider what the audience will actually use, keep, wear, display or share.
3. Choose for continued use
A useful product has a better chance of staying in someone’s life. Continued use helps spread the carbon impact across more meaningful brand impressions.
4. Prioritize quality and durability
Quality is not just a premium detail. It is a performance driver. A better-made item is more likely to be kept, used and associated positively with the brand.
5. Make the distribution moment intentional
The moment of delivery affects how the item is perceived. Merchandise tied to a specific event, milestone, campaign, community or personal need is more likely to feel relevant.
6. Ask better sourcing questions
Request information about materials, manufacturing, shipping, packaging and end-of-life options. Where possible, ask suppliers for product-level carbon and logistics data.
7. Measure more than distribution
Do not stop at “items handed out.” Look for signals of retention, use, recall, social sharing, repeat engagement, employee participation or customer response.
Frequently asked questions
What is branded merchandise carbon impact?
Branded merchandise carbon impact refers to the emissions associated with producing, transporting, using and disposing of branded products. The joint PPAI-ASI study compared that impact with other advertising channels and found branded merchandise performed strongly when measured by carbon impact per memorized impression.
Is branded merchandise lower-carbon than digital advertising?
Not automatically. The study found that branded merchandise can have a lower carbon impact than digital advertising when measured by memorized impression, but results depend on planning, product choice, sourcing, distribution and use.
What is a memorized impression?
A memorized impression is brand recall tied to a specific advertising channel. It is a way of evaluating not just whether someone was exposed to a message, but whether the brand was remembered.
Why does continued use matter?
Continued use allows branded merchandise to create repeated visibility and recall over time. A useful product can keep a brand present in someone’s real environment long after the initial campaign or event interaction.
Does this study prove all branded merchandise is low-carbon?
No. The study provides comparative, directional insights. It does not replace product-level life-cycle analysis or responsible sourcing review.
What should marketers do with this research?
Use it as evidence that branded merchandise can belong in a responsible marketing mix when selected intentionally. The strongest programs connect the item to a clear objective, audience need, distribution moment and measurement plan.
How can brands make branded merchandise lower-impact?
Choose products people will use repeatedly, prioritize quality and durability, reduce unnecessary packaging, consider responsible materials and sourcing, plan distribution carefully and ask suppliers for carbon, shipping and end-of-life information where available.
The takeaway
Branded merchandise is often judged by its weakest examples: disposable giveaways, low-quality products and items selected only for price or logo placement.
This study points to a stronger standard.
When branded merchandise is useful, relevant, durable and thoughtfully chosen, it can deliver meaningful brand recall with comparatively low carbon impact. That makes it more than a physical product. It becomes a tangible marketing channel — one that can keep a brand present in people’s lives while supporting more responsible planning decisions.
The opportunity for marketers is not to use more merchandise. It is to use branded merchandise better.
