Industry marketers are reevaluating existing products and finding ‘green’ gold.
Since wide-spread environmental awareness has brought on demand for eco-friendly products, many suppliers have looked at their catalog listings and realized they already offer “green” products.
“There are multiple avenues to explore when ascertaining the eco-friendliness of an item,” says Jason Corsetti, director of marketing for Aliquippa, Pennsylvania-based supplier Moderne Glass Co., Inc. (UPIC: glass-am). “Some items biodegrade well, others have high pre- and post-consumer content, while still others are durable enough to be reused.”
Because glass can so easily be recycled again and again, Corsetti presents Moderne Glass Co. as an eco-friendly supplier, even though no glass items currently offered by Moderne Glass contain recycled content.
“We are raising awareness of the reusability and recyclability of glass and how that can fit into an overall eco-friendly outlook,” Corsetti says. “Through our social media outlets, we frequently offer recycling factoids coupled with an item offering that best represents the factoid presented.”
Alternatively, industry leather purveyor Royce Leather Gifts (UPIC: royce), based in Secaucus, New Jersey, markets its bonded-leather products as eco-friendly because they are made using recycled leather fibers taken from scraps leftover in previous productions.
“They are 100-percent recycled leather strips that otherwise would have been discarded,” says Billy Bauer, marketing manager for Royce Leather Gifts.
The company turns the recycled leather into a variety of items, but Bauer says demand is prompting Royce to up its bonded-leather inventory. “As environmental sustainability and price consciousness increasingly become important issues to end users, we are continually supplementing our bonded-leather line with more products,” Bauer says.
So how can distributors convey the eco-friendly properties of classic, nothing-new-here promotional products? “Perhaps a quick fact on the detail page of a distributor’s website or an eco-friendly blurb on an invoice,” Corsetti says. “As with all marketing and communications, be creative, memorable and to-the-point.”
Distributors, What Do You Think?
Do glass and bonded-leather products count as eco-friendly? Share your opinion in the comments section below.