How does greenwash affect the promotional merchandise industry?

David Platt • 18 January 2022

and how should you go about avoiding greenwash?

What is Greenwash – and what does it mean for Promotional Merchandise?

Greenwash has been defined as “the act of misleading consumers regarding the environmental practices of a company or the environmental performance and positive communication about environmental performance”{1} The term Greenwashing was coined first in 1986, by an environmentalist Jay Westervelt. He published an essay on the hospitality industry about their practices to promote towel reuse. You have seen the message in the hotel room about reusing towels to save water when everyone knows it is to save money.

TerraChoice – quoted above - wrote a great article in which they further defined Greenwash in terms of the seven deadly sins {1} – and this abridged version helps explain how it works – so the seven sins:

1.

The sin of the hidden trade-off: a claim suggesting that a product is ‘green’ based on a narrow set of attributes without attention to other important environmental issues. For example are energy and oil corporations that advertise about the benefits of new sources of energy while some are drilling into unexplored areas to source oil and thus destroying natural habitats and losing biodiversity, disguising the imbued hidden trade-off

2.

The sin of no proof: an environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification. Common examples are facial tissues or toilet tissue products that claim various percentages of post-consumer recycled content without providing evidence. In short terms, if a corporation makes a claim that includes some kind of percentage or statistics info that are not verified with something that could prove it, like a fine-print text or a URL to lead to more information, the claim is considered as no proof.

3.

The sin of vagueness: a claim that is poorly defined or too broad, a claim lacking in specifics that its real meaning is inclined to be misunderstood by the consumer. ‘All-natural’ is an example of this sin. Arsenic, uranium, mercury, and formaldehyde are all naturally occurring, and poisonous. ‘All natural’ isn’t necessarily ‘green’. Other examples are “Non-toxic” because everything is toxic in certain dosages; “Green” and “Eco-conscious” are also vague because without elaboration they are meaningless.

4.

The sin of worshipping false labels: a product that, through a false suggestion or certification-like image, mislead consumers into thinking that it has been through a legitimate green certification process. An example is a paper towel whose packaging has a certification-like image that makes a claim that the product “fights global warming”. Other examples include green jargon such as “eco-safe” and “eco-preferred”.

5.

The sin of irrelevance: an environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable products. ‘CFC-free’ is a common example, since it is a frequent claim despite the fact that CFCs are banned by law.

6.

The sin of lesser of two evils: a claim that may be true within the product category, but that risks distracting the consumer from the greater environmental impacts of the category as a whole. Organic cigarettes could be an example of this Sin, as might the fuel-efficient sport-utility vehicle.

7.

The sin of fibbing: environmental claims that are simply false. The most common examples were products falsely claiming to be Energy Star certified or registered.

So what does this mean for the Promotional Merchandise Industry?

So what does this mean to the marketer when choosing promotional goods? Well first we need to realise that this is not just about image and perceptions of the brand. The issue is governed by the law and the ASA – Advertising Standards Authority - is able to take action against false claims. The ASA is currently examining the use of terms such as ‘net zero’ and ‘carbon neutral’ to ensure that there are clear definitions for people to follow.

The promotional goods industry is also governed by the BPMA codes of conduct and indeed there is a specific Section 11 available to download at www.asa.org.uk which covers environmental matters. What is the advice in practical terms?

1.Watch out for vague terms – “green” or “low impact”

2.Look for evidence such as ones of the standards badges – see https://www.pavilionearth.co.uk/what-does-sustainable-actually-mean

3.Avoid products which show no qualification or evidence – or ask for the evidence.

4.Watch out for terms like “recyclable” – many items can technically be recycled but are not commonly recycled from post-consumer waste in the UK but rather an element is recycled in production. This is not wrong per se but you do need to understand before you buy – just ask

5.Also avoid claims which appear exaggerated (they probably are!) – things like “100% environmentally friendly”

Pavilion has always taken the view that an adult conversation is far better than exaggerated or false claims and so we encourage the conversation with both our suppliers and our clients.

{1}

TerraChoice (2010) The sins of greenwashing: home and family edition.

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Raster versus Vector - advice for the decoration of branded promotional merchandise

by David Platt • 5 February 2025

Understanding Vector Files vs Raster Files for Eco Promotional Products When it comes to branding on eco promotional products, understanding the different file types is crucial. Whether you’re creating logos for reusable water bottles or designing training manuals, the choice between vector and raster files significantly impacts the quality, scalability, and versatility of your designs. In this blog, we’ll explore the characteristics of these two file types, their applications, and why choosing the right format matters for both print and digital media. --- What Are Vector Files? Vector files are a digital image format based on mathematical formulas that define shapes, lines, and colours. Unlike raster files, which are made up of pixels, vector files use points and paths, allowing them to remain resolution-independent and infinitely scalable. Common vector file formats include **.SVG** (Scalable Vector Graphics), **.AI** (Adobe Illustrator), and **.EPS** (Encapsulated PostScript). Advantages of Vector Files 1. Scalability: Vector files can be scaled up or down without any loss in quality. Whether you’re designing a logo for a promotional pen or a large conference banner, vector graphics remain crisp and clear. This scalability makes them ideal for **printing on eco promotional products**, signage, and manuals. 2. Editability: Vector files are highly editable. Designers can easily adjust individual elements like shapes, colours, and sizes without compromising image quality. This flexibility is particularly useful for **custom branding**, where logos or designs need modifications for various products. 3. Small File Sizes: Vector files are typically smaller than raster files because they store mathematical data rather than individual pixels. This makes them faster to load, ideal for web use, and easier to share across platforms. Applications of Vector Files Vector files are perfect for projects that require sharp, scalable designs. Their primary uses include: - **Eco promotional products**: Logos for reusable bottles, tote bags, and stationery. - **Print materials**: Brochures, business cards, and training manuals. - **Signage**: Pop-up banners and large-scale graphics. - **Web graphics**: Icons, infographics, and logos for websites. --- What Are Raster Files? Raster files, also called bitmap images, consist of individual pixels that make up the image. These files are resolution-dependent, meaning their quality is determined by the **pixels per inch (PPI)** or **dots per inch (DPI)**. Common raster file formats include **JPEG**, **PNG**, and **TIFF**. Advantages of Raster Files 1. Photorealistic Detail: Raster files excel at capturing detailed and complex images, such as photographs or digital paintings. This makes them ideal for **photographic designs** used in digital or print materials. 2. Image Effects: Raster files support various effects, such as shading, filters, and blurring. These capabilities allow designers to enhance photos or create artistic visuals for **social media posts, eBooks**, or website banners. Applications of Raster Files Raster files are better suited for detailed, photorealistic designs. Their primary uses include: - **eBooks and digital materials**: Low-resolution images for screens. - **Web graphics**: Social media posts and website banners. - **Photography**: Printing high-resolution photos for promotional use. - **Complex artwork**: Digital illustrations or detailed graphics. --- Vector vs Raster Files: Key Differences 1. Scalability - **Vector Files:** Infinitely scalable without loss of quality, ideal for logos and large-format printing. - **Raster Files:** Lose quality and become pixelated when enlarged. 2. Editability - **Vector Files:** Easy to edit individual elements (shapes, colours, etc.), making them versatile for product branding. - **Raster Files:** Difficult to edit without compromising quality. 3. Resolution Dependence - **Vector Files:** Resolution-independent; sharp at any size. - **Raster Files:** Resolution-dependent; quality depends on the original PPI or DPI. 4. File Size - **Vector Files:** Smaller file sizes, suitable for web use and quick loading. - **Raster Files:** Larger file sizes due to pixel data. --- Why File Choice Matters for Eco Promotional Products When creating branded materials for eco promotional products, the right file type ensures your designs are visually appealing and consistent across all platforms. Here’s why: - **For Print:** Vector files are essential. Logos and graphics need to be sharp and scalable for different product sizes, from mugs to banners. Vector files also work best for high-resolution branding on training manuals or reusable promotional items. - **For Digital:** Raster files are better suited for low-resolution displays, such as eBooks, social media posts, and websites. However, remember that even digital logos and icons can benefit from vector files for faster loading and a crisper appearance. --- Partnering with Pavilion Earth for Your Eco Promotional Needs At Pavilion Earth, we understand the importance of getting your branding right, whether it’s for a biodegradable tote bag, a stainless steel water bottle, or digital training materials. Choosing the right file format is just one step in ensuring your promotional products reflect your values and your brand’s quality. Our team can guide you through the process of selecting and preparing the correct file types for your eco promotional products. Need help deciding between vector and raster files? Let us assist you in optimising your designs for maximum impact. Contact Pavilion Earth today to discuss your promotional product needs and branding goals. Together, we’ll make sure your materials stand out while staying eco-conscious.