More Impact, Less CO₂: How Sustainable Is Tangible Advertising Really?

The study “More Impact, Less CO₂: New Study Demonstrates the CO₂ Efficiency of Tangible Advertising Media” by the German Promotional Products Association (Gesamtverband der Werbeartikel-Wirtschaft e.V., GWW) systematically compares the carbon footprint of promotional products with traditional and digital advertising channels for the first time, including digital, TV, radio, print and out-of-home advertising.

The analysis is based on real product and sales data covering an entire year and uses CO₂ tracking tools certified in accordance with ISO 14067.

Key Findings of the Study

The study examines the relationship between advertising impact and the carbon emissions generated by different advertising channels. Rather than focusing solely on the reach of an advertising measure, the analysis looks at how much CO₂ is generated before an advertising contact is actually remembered. This provides a different perspective on the sustainability of marketing activities compared with evaluating reach or contact numbers alone.

The Role of Product Lifespan in Advertising Impact

One possible explanation for the results lies in the length of time many promotional products remain in use. While some advertising contacts are visible for only a short period, useful everyday products are often used over longer periods. This can create repeated points of contact with a brand. Whether a promotional product actually achieves this effect, however, depends heavily on the product itself, the target audience and the context in which it is used. From our perspective, the following factors are particularly important:

• practical value in everyday life

• product quality

• length of use

• relevance to the recipient

• an appropriate context of use

  
  

The Study Considers Advertising Impact and Emissions Together

The study does not focus exclusively on the CO₂ emissions of individual advertising media. Instead, it examines the relationship between the advertising impact generated and the emissions associated with achieving that impact.

This offers an additional perspective for evaluating marketing activities: reach alone is not the only consideration. Another relevant question is how efficiently lasting attention can be generated in relation to the emissions involved.

Repeated Use Can Increase Brand Visibility

Promotional products often remain with their users for an extended period. When a product is used regularly, it can create repeated touchpoints with the brand in everyday life.

Actual usage is therefore an important factor. A promotional product is more likely to achieve its intended impact when it is relevant to the recipient, provides genuine practical value and remains in use over a longer period.

Advertising Impact Depends on the Concept

The study indicates that tangible advertising media can achieve high levels of recall in the scenarios examined. From our perspective, however, the specific application should always be taken into account. A high-quality, carefully selected promotional product is perceived differently from a product that offers no obvious value to its recipient. The potential impact of a promotional product therefore often begins with product selection.

Sustainability Can Influence Brand Perception

The study also refers to findings on how consumers perceive companies that act more sustainably.

According to these findings, many consumers view companies more positively when sustainability is communicated credibly and implemented in a transparent and verifiable way.

Credibility is essential. Individual sustainability measures are particularly meaningful when they reflect a company’s actual processes and values.

Personal Distribution Creates Direct Brand Touchpoints

Promotional products are often handed over personally at events, trade fairs, customer meetings or employee initiatives. This creates a direct point of contact between the brand and the recipient. How effective that interaction is depends, once again, on the occasion, the target audience and the product selected.

Conclusion: Advertising Impact cannot be evaluated by Reach alone

The GWW study adds an interesting perspective to the discussion about sustainability in marketing. Rather than considering emissions in isolation, it relates them to the advertising impact achieved. For companies, this means that marketing activities should not be evaluated solely based on reach or the number of advertising contacts. Factors such as actual usage, recall and the duration of brand presence can also be relevant.

From our perspective, the study highlights the importance of not viewing promotional products as isolated items. The overall concept matters: how the product is selected, its quality, how it is distributed and, above all, whether it provides genuine value to the recipient.

FAQs

Why can promotional products be more CO₂-efficient than digital advertising?

Promotional products can generate repeated brand contacts over a long period of use. Digital advertising, by comparison, often involves shorter individual impressions and also requires energy for infrastructure such as servers, networks and end-user devices.

The actual CO₂ efficiency, however, depends on the specific product, its production, how long it remains in use and the advertising channel used for comparison.

Did the study consider other advertising media?

Yes. The study compares tangible advertising media with digital, TV, radio, print and out-of-home advertising using comparable CO₂-related metrics.

Can companies improve their brand image through promotional products?

The study cites findings indicating that 74% of consumers view companies that advertise sustainably more positively. However, the impact on brand perception depends on factors such as the credibility of the sustainability activities, their implementation and how they are communicated.

Does this mean tangible advertising is completely carbon-neutral?

No. All forms of advertising can generate emissions.

Source

GWW (2026, 17. Februar). Mehr Wirkung, weniger CO₂: Neue Studie belegt CO₂-Effizienz haptischer Werbeträger | Gesamtverband der Werbeartikel-Wirtschaft. https://gww.de/2026/02/mehr-wirkung-weniger-co%C2%B2-neue-studie-belegt-co%C2%B2-effizenz-haptischer-werbetraeger/