In many ways, the European promotional products market is ahead of the U.S. when it comes to sustainability. However, a number of European companies in the industry are trying to change that by introducing their sustainably sourced and produced items to the American market.

In this discussion, Federico Pasini, brand manager for Italian hat supplier Atlantis Headwear (asi/37380), and Jens Schott of German pen supplier Uma (asi/92469), share some thoughts on the differences between selling sustainability in the European and the U.S. markets.

Q: How far ahead would you say Europe is in terms of sustainability efforts, compared to the U.S.?
Federico Pasini: If we look at the global picture of the sustainability frame and we focus on factors like air and water quality, waste management, CO2 emissions and other public health factors, we can affirm that the world’s most green, clean air, climate-conscious countries are in Europe. Moreover, when it comes to implementing sustainability and CO2 reduction measures, European companies are a step further than American companies.

However, in both countries, we find the same trends regarding consumers and their change in purchasing behavior. More than ever, sustainability is dominating consumer priorities and the fashion agenda.

Jens Schott: We don’t want to measure or compete. It seems Europe is already in a process that’s just starting in the U.S. More and more consumers want to know where products come from, who produced them, how they’re produced, who’s behind them and what’s done to protect human rights and nature. Consumption isn’t only about the price, but about social and environmental aspects.

Q: What are some factors that have helped to push the sustainability movement forward in Europe?
FP: Europe has an innate advantage in sustainability if we simply think about lifestyle and culture. This is an element we cannot ignore in speaking on the background of sustainability and where the movements, especially among the youngest generation, began.

There were, I think, a couple of turning point moments that were crucial. Back in 2015, the EU agreed to adopt the 2030 Agenda for Sustainable Development and the Sustainable Development Goals (SDGs), a collection of 17 global goals set by the United Nations General Assembly, covering social, economic and environmental issues.

“Numbers are always great communicators when it comes to practically showing market trends. Collecting outside and inside statistics of the growing interest for sustainability among our affiliated clients or among the market is always of great help.” Federico Pasini, Atlantis Headwear

Then in August 2018 a 15-year-old named Greta Thunberg started protesting for stronger climate action in front of the Swedish Parliament. Little by little, this movement spread, calling students to protest on Fridays under the banner #FridaysForFuture. Across the EU, the citizens and young environmental activists were angry and worried that not enough had been done for the planet while scientists were warning us about climate change and that we’re reaching a point of no return for the climate. In the end, we cannot forget that the recent pandemic put even more of a magnifying glass on supply chain risks and vulnerabilities, and consumers are demanding more transparency about the products.

JS: Nobody doubts any more that the climate is changing. This knowledge is the most important point in general. In Europe, it’s no longer a question of whether an item is environmentally friendly, but which of the possible sustainable products they’d like to choose. We’re not just selling a pen, but also the story behind it.

Q: What lessons can you take from Europe and apply to the U.S. market?
FP: Of course, there are some fundamental elements that are inherent in our European cultural heritage and way of life. First, there should be a greater awareness and consequent change in the way of living and consuming for every single American by adopting a more sustainable lifestyle. Another example of major changes taking place in the European market is the 2019 Green Deal which aims to transform Europe into the first “climate-neutral” continent by reducing Europe’s greenhouse gas (GHG) emissions to zero by 2050.

All these changes are obviously affecting our industry now more than ever. However, not only does the demand come from our customers but we also try to propose more and more projects with responsible technologies and fabrics. An example of this is the Ford Eco Range project where, thanks to our know-how, we created an entirely sustainable cap and beanie collection. This case study was fundamental in making our customers understand that more responsible alternatives are possible and that we can give the product even more value.

JS: The consumer has the power to change everything. If people wish to have an environmentally friendly product, buyers and other decision-makers will source those products. Distributors need to be prepared, as in the beginning, a lot of consulting work must be done to be able to answer clients’ questions, and sustainable products might have a higher price, which can be a challenge.

“The consumer has the power to change everything. If people wish to have an environmentally friendly product, buyers and other decision-makers will source those products.” Jens Schott, Uma

Q: What are some strategies for encouraging U.S. brands and consumers to embrace sustainable goods and practices?
FP: Numbers are always great communicators when it comes to practically showing market trends. Collecting outside and inside statistics of the growing interest for sustainability among our affiliated clients or among the market is always of great help. Stats, literature, case studies, certifications, product traceability and social initiatives are just some of the points and examples we bring to the table to educate the consumer about Atlantis sustainable headwear. Honestly, sometimes this process is extremely easy. In the U.S. market, we’ve often experienced the desire coming from the consumers themselves to buy sustainable products. 

Indeed, younger generations and brands are extremely inclined and sensitive when presenting opportunities and apparel that make some good for the planet we live on. So much so that they often reach out to Atlantis first with specific product and compliance requirements. Whether we’re talking with big corporations, fashion brands or promo distributors, we’re always so surprised by the knowledge that’s already out there.

JS: We support the product with additional information – the pen itself gets less important, the story behind becomes more important. Where’s the material from, where is it produced, what certifications confirm that, can the refill be changed, where is it assembled, are social standards assured? Decision-makers get the chance to know about the production process. The task is to show the end-user that an additional price creates much more value for the brand than it costs. Communication (on the pens, in short movies, with brochures) is important to share the story. Corporate social responsibility is getting more and more important for companies. Using a product with a high CSR level can help them improve their own image.

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