Creating Eco-Friendly Promotions

If there is one topic we can all agree on, it’s that there is no single definition for being green.

"It seems more and more that the definition is really up to the individual," says Kurt Rothacker, a marketing project manager at Prime Resources in Bridgeport, Conn. The rules are definitely not set, but for some, the term "green" indicates a lifestyle. "Green is a mindset to live in a way that is less destructive to our environment," proclaims Ryan Meulemans, a self-confessed "green enthusiast" and manager of inside sales for Gold Bond in Hixson, Tenn. "Being green includes what we buy, how we use things and how we discard items."

When it comes to products, there are several characteristics that determine eco-friendliness, namely the three Rs, reports Janet Trachter, executive VP of sales and marketing for Grand Island, N.Y.-based Starline USA Inc. The first consideration is the material, including whether it’s recycled, reusable or from a renewable resource. A second concern is the product’s ability to be reused to reduce waste. Last, Trachter says you should consider how the supplier reduces its impact on the environment. "Does the supplier perform due-diligence to try and minimize the carbon footprint from the complete manufacturing process?" she asks.

Depending on whom you ask, a product’s degree of eco-friendliness can be a complex equation. "There’s so much that contributes to the creation of a green product," says Brian Padian, VP of inside sales for Tustin, Calif.-based Logomark Inc. "With all the eco-friendly products available, distributors have to decide which type of green product is most applicable to their client or event."

It’s important to learn what green means to your organizations ahead of conducting a product search. "Distributors should look for items that follow the needs and wants of their clients. They must understand how their clients wish to be eco-responsible and find appropriate and interesting products that fulfill those guidelines," Rothacker adds.

Confusion can set in as your options continue to grow. The demand for eco-friendly products has led to innovation in both materials and processes. Advertisements from various suppliers showcase products made from corn, bamboo,