Why marketers need to rethink branded swag in 2025
When an overwhelming majority of The Drum’s community tell us that they care about sustainability when planning or attending events, we’ve got to ask: is it time to rethink the role – and value – of marketing merch?
For years, branded merchandise has been a marketing staple at industry events – everything from tote bags to notebooks to mugs to pens. But with businesses under growing pressure to be more sustainable and create meaningful brand connections, there’s got to be a better alternative that people actually remember.
The sustainability element is crucial. When we polled The Drum’s LinkedIn community, eight in 10 (82%) marketers responded saying that sustainability is a factor they think about when it comes to merchandise in organizing or attending corporate events. Just 16% said it doesn’t cross their mind, while 2% said it’s complex.
The corporate gifting industry is waking up to the need for more sustainable, thoughtful merchandise - and Tony’s Chocolonely is leading the charge. The brand is rethinking traditional swag by offering personalized chocolate bars that are both impactful and ethical.
Mark Howard, head of digital & e-commerce, Tony’s Chocolonely
“We believe corporate merch should be both meaningful and sustainable,” says Mark Howard, head of digital & e-commerce at Tony’s Chocolonely. “Our personalized bars are made with Fairtrade cocoa and are B Corp-certified, ensuring they contribute to a fairer cocoa supply chain. Unlike traditional merchandise that often gets forgotten or discarded, our chocolate is a treat to be enjoyed – so it won’t go to waste.”
Sarah Impey, head of marketing at Avapond agrees: “Pens, tote bags, shirts – unless they’re great quality, no one really cares about them,” she said in The Drum’s LinkedIn community. She highlighted the importance of finding something that people “actually want – otherwise, it’ll just end up in the rubbish.”
“We believe corporate merch should be both meaningful and sustainable.”
Mark Howard, head of digital & e-commerce, Tony’s Chocolonely
culpa pariatur
Pariatur qui nostrud sit. Veniam velit incididunt deserunt tempor fugiat. Excepteur magna laboris ut cupidatat dolore ad.
culpa pariatur
Pariatur qui nostrud sit. Veniam velit incididunt deserunt tempor fugiat. Excepteur magna laboris ut cupidatat dolore ad.
culpa pariatur
Pariatur qui nostrud sit. Veniam velit incididunt deserunt tempor fugiat. Excepteur magna laboris ut cupidatat dolore ad.
culpa pariatur
Pariatur qui nostrud sit. Veniam velit incididunt deserunt tempor fugiat. Excepteur magna laboris ut cupidatat dolore ad.
“Every time you make something out of plastic, you should have to keep 10 on your desk forever…”
Seth Godin, marketing thought leader and author of The Carbon Almanac
Marketing merch is meant to create brand recall, yet much of it gets tossed, forgotten, or repurposed as office clutter. And in today’s market, that’s a problem.
“Consumers – particularly Gen Z and millennials – have rising expectations when it comes to the products they engage with. Personalization, ethical sourcing, and sustainability aren’t just nice-to-haves; they’re dealbreakers,” explains Tony Chocolonely’s Howard.
According to McKinsey, 71% of consumers expect companies to deliver personalized experiences, while 76% express frustration when brands miss the mark. With promotional products, the same principle applies: generic SWAG (stuff we all get) is out, meaningful merch is in.
As marketers work to align brand experience with purpose, sustainability has become non-negotiable. Research shows that 78% of consumers consider sustainability an important factor in their purchase decisions, and 62% actively seek out sustainable products.
Promotional merchandise isn’t exempt from this scrutiny. Seth Godin, marketing thought leader and author of The Carbon Almanac, recently argued that plastic-heavy giveaways should be reevaluated entirely: “Every time you make something out of plastic, you should have to keep 10 on your desk forever… The first 10 will be no big deal. When you get to 50 or 60 or 100 of them, you’re going to start thinking, ‘Maybe I should just stop making things out of plastic.’ Because the system is rewarding you for making cheap stuff out of plastic, but in the long run, the system is going to destroy us.”
of consumers expect companies to deliver personalized experiences
express frustration when brands miss the mark
Corporate gifting trends are moving towards quality over quantity to meet demand for higher-value items. This shift has led to major brands rethinking their approach; some are shifting away from traditional swag altogether, while others are opting for sustainable, purpose-driven alternatives. And one category is emerging as a standout choice – edible branding.
For instance, Tony’s Chocolonely has built its entire brand on ethical chocolate, and its B2B offering has caught the attention of sustainability-focused marketers. Customizable chocolate bars – wrapped in a brand’s unique design – offer a high-impact, low-waste alternative to traditional corporate giveaways. More importantly, they align with modern expectations: personalized, ethical, and consumable (meaning zero clutter, zero landfill).
of people who receive a promotional product remember the brand
are more likely to do business with the company that gave it to them
The best marketing merch doesn’t just carry a logo; it tells a story. Whether it’s a beautifully designed, ethically sourced product or a thoughtful, personalized experience, purpose-driven gifting leaves a lasting impression.
Even in the world of music, we’re seeing a shift away from generic, mass-produced merch. Take Coldplay. The band – known for its commitment to sustainability – has redefined what artist merchandise can be. Their latest tour merch isn’t just about slapping a logo on a t-shirt; every piece is made with eco-friendly inks, organic cotton, or recycled materials, sourced from vendors vetted for ethical work practices. If one of the biggest bands in the world can do this at scale, it proves that brands, regardless of industry, can be more intentional about the merchandise they create.
So, what can marketers learn from this? Just as music fans value merchandise that aligns with their values, consumers and B2B audiences are more likely to engage with promotional products that feel personal, ethical, and meaningful. And research supports this shift. According to the Advertising Specialty Institute's (ASI) 2023 Ad Impressions Study, 90% of people who receive a promotional product remember the brand, and 73% are more likely to do business with the company that gave it to them.
But in a world where sustainability is top of mind, the impact of these items depends on whether they are genuinely valued – or just another piece of clutter. Edible branding taps into multiple layers of engagement. It’s personal (everyone loves a treat), it’s interactive (unboxing an unexpected gift feels special), and it drives strong brand recall. Not only does it provide a unique, branded experience, but it eliminates the issue of waste altogether.
So, before you hit reorder on another round of branded stress balls, here are some key considerations for making a more meaningful impact with marketing merchandise:
Is it memorable?
If your merch isn’t something people actively want to use (or eat), it’s likely to be forgotten.
Is it sustainable?
Consider the lifecycle of the product – does it contribute to unnecessary waste, or does it align with your brand’s sustainability commitments?
Is it personal?
Customization matters. People engage more with merch that feels tailored, not just mass-produced.
Is it ON-brand?
The best branded merch isn’t just a giveaway; it’s an extension of your brand story.
In a landscape where brand experience and sustainability are more critical than ever, marketers have an opportunity to rethink swag – not just as an add-on, but as an intentional part of their brand strategy. And for those looking for a high-impact, zero-waste option, maybe it’s time to ditch the dusty tote for a tasty, branded chocolate bar instead.
