5 Strategies for Pitching Sustainability to Reluctant End-Buyers

Key Takeaways

• End-Buyer Awareness: ASI Research shows that 69% of buyers under 35 consider environmental impact when purchasing promotional products.

• Effective Strategies: Experts recommend engaging younger employees who value sustainability, addressing client needs first and ensuring sustainable products align with the company’s mission.

• Educating Clients: With greenwashing common, it’s important to support sustainability claims with credible data and resources.

Sustainability sells – at least in theory.

For example, recent exclusive end-buyer data from ASI Research found that 69% of purchasers under the age of 35 consider environmental impact when buying promotional products. At the consumer level, 80% of people say they’re willing to pay more for sustainably produced or sourced goods, according to the 2024 PwC Voice of the Consumer Survey, which looked at more than 20,000 consumers across 31 countries and territories. The PwC survey also noted that some consumers say they’re willing to spend an average of 9.7% more for sustainable products.

What people say they want and what they do in practice, however, don’t always match, and things like price objections often come into play when it’s time to make a decision.

Consider these 5 Strategies for Pitching Sustainability to Reluctant End-Buyers to help move the needle on sustainability among reluctant or skeptical end-buyers.

1. Connect With a Company’s Sustainability Champion.

If an end-buyer you’re working with isn’t receptive to sustainability messaging, it might be worthwhile to reach out to millennial or Gen Z employees at the company to get them onboard, suggests Brad Jeffery, CEO and co-founder of MADE FREE (asi/68405), a supplier of bags and other products with a focus on ethical craftsmanship. Each purchase supports a day of freedom from human trafficking, slavery and poverty through sustainable employment opportunities and fair wages, according to the company.

Jeffery and his company point to stats like 88% of millennials saying their job is more fulfilling when they have an opportunity to make a positive impact on social and environmental issues. And organizations with strong sustainability programs have 55% greater morale, he says. So, Jeffery adds, if a company’s old guard is balking at the price of an ethically made promo item, try generating a following among younger passionate employees there and letting them advocate for your products from the inside.

2. Hide the “Broccoli in the Casserole.”

Rather than leading with eco certifications and sustainable features of a product, focus first on your client’s specific needs. “It’s kind of like hiding broccoli in a casserole,” says Andy Keller, founder and CEO of ChicoBag (asi/44811) and a member of the Promo for the Planet editorial advisory board. He suggests talking about how sustainable sourcing can mitigate business risk. “If you have a shady supply chain, that could come back and bite you,” Keller adds, whether it’s indications of forced labor, product contamination or something else. “That’s a brand killer.”

“If you have a shady supply chain, that could come back and bite you. That’s a brand killer.”Andy Keller, ChicoBag (asi/44811)

In the same vein, you could focus on the longevity and staying power of well-made, sustainably sourced promo – and its value in terms of brand goodwill and lifetime impressions – rather than leading with a list of environmental, social and governance (ESG) data points.

3. Focus on Your Client’s Mission.

For Lou Elliott-Cysewski, co-founder and CEO of Coolperx (asi/556047), what’s often worked when pitching sustainability is pointing out how cheaply made merch is a misalignment with a brand’s mission – and how it’s a highly visible misstep.

“With a logo on a product, it needs to represent the messages the company is putting out or a brand will come off as hypocritical,” says Elliott-Cysewski, another member of the Promo for the Planet advisory board. This approach – implying, rather than explicitly calling a company out for hypocrisy in their promo choices – has worked, she adds, “because everyone is trying to do a good job, and they want to advance their company’s mission and leave a good impression.”

4. Be Mindful of Your Messaging.

One approach that’s not likely to work is scolding your prospective buyer into going green. “You can’t shame people into doing it,” says Kate Nash, director of promotional sales and marketing at Raining Rose (asi/80489) and also a Promo for the Planet advisory board member. “That’s not what we’re out there to do.”

“When ‘me’ becomes ‘we,’ radical change is at our fingertips.”Roma McCaig, REI

Consider outdoor retail co-op REI. The brand used to be much more dire in its social media messaging around climate change, said Roma McCaig, REI’s chief public affairs and impact officer in a keynote address at the recent Sustainable Brands conference in San Diego. But the company conducted extensive research to better understand the challenges people faced when it comes to advocating for the climate. Many people expressed feeling overwhelmed, uncertain, disengaged and reluctant to act – even though it was a cause they cared about, she noted.

REI’s approach to address this engagement gap has been to cultivate optimism and a sense of community. “When ‘me’ becomes ‘we,’ radical change is at our fingertips,” McCaig said at the conference, noting that focusing on positivity has helped REI mobilize 350,000 people to advocate for climate-friendly policies, with tangible results that include preserving 250 million acres of land.

5. Educate Clients on Sustainability Claims.

Greenwashing is rampant, leaving many end-buyers and end-users suspicious of vague or inflated claims about a product’s sustainability. Plus, there are many terms related to ESG issues that don’t have an official widely accepted meaning or are simply unfamiliar to the average person. Consider that only 30% of Americans understand what the term “circular economy” means.

30% - the percentage of Americans who understand the term “circular economy.”(Global Eco Pulse survey)

When you’re introducing the idea of sustainability to an end-user, keep the 5 Strategies for Pitching Sustainability to Reluctant End-Buyers in mind and be prepared to back up your claims with data and have educational resources at your fingertips. It’s worth reaching out to suppliers to take advantage of blog posts, white papers and other materials they may have already produced – or even asking them to tag along on a sales call to share their expertise on what makes a particular product a win-win-win for the triple bottom line of people, planet and profit.

This article was republished with permission of ASI, a leading source of news for the promotional products industry. Check out ASI's Promo for the Planet articles, your destination for the latest news, biggest trends, and best ideas to help build a more sustainable and socially responsible industry.