he UK promotional industryleads theway in itsfocusonproducts with asustainable story. The demand overthe past 2-3years hasgrown at an amazing pace andmany suppliers and distributorshavecompletely switched to products that have been altered in some waytotry andmakethem lessharmful to theenvironment, whether throughpackagingorthe product makeup.valueand what suppliers anddistributors can do with this data. Firstly, aproduct’s footprint should be independently verified to be believable and to avoid claimsof greenwashing. Onesuch verification is ISO14067which is whatDesktopIdeas uses.

The next step is controversial with manycontrasting opinions from experts andgovernments. Thetopic is howto compensate theeffects of theproduct on theplanetand howthis compensation canbedescribed. Termssuch as ‘net zero and‘carbon offset’ arecurrently used,but this maychangeasopinions change

Manymarketers andtheir companies are turningawayfromorevenbanning any items that featuretheir logo if they have not been redesignedorrevamped to reducetheir impact. Ecological responsibilityisorshould become thestandardnot theexception with prices not at apremium forsuchgoods Oneofthe keyareas forour sector is the importanceofunderstandingand measuring aproduct’s‘footprint’ on theenvironment.

ASSESSING IMPACT

This is called theC02efootprint–meaning theCO2 equivalent –and assesses howits production has contributed to aproduct’sC02 emissions.

It is expressed in tonnes of C02e, so let’s look at someofthe factors that makeupthis

In technical terms, thecarbonfootprint of aproduct is theresultofa singlecriterialifecycle analysis andisexpressed in tons of CO2e per functional unit This is usedtoexpress theimpacts of a product overa predetermined lifetime.

Theelements that are measuredare shownbelow:

Different schemes can‘offset’ the CO2e such as planting trees,contributing moneytowind-farms, plastic waste removalfromthe oceans,water treatment and wave power. Allhavedifferent effectstoassist theenvironment and ‘giveback’ forthe effect of theproducts from ourindustryonthe planet

Ourindustryisnot theworst CO2 polluterbut equallyit’snot thebest andthe focuson measurement andaction following ‘carbon foot printing’ will become the normnot theexception as it is now. It’saneverchanging area that it pays to take expertadvice in and trustsuppliers who do so

MattPluckrose is managing director of DesktopIdeas

Goldstar moves beyond pens in Europe

Writing instrument supplier Goldstar hasmade astrategic move towards unifying its globalbrand, bringing together two online presences under thesingledomain of SimplyGoldstar.com.

Previously thecompanyhas operated through bothGoldstarPens. com and GoldstarEurope.com.

The move signifies anumber of changesonthe horizonfor Goldstar’s growingbusiness, said R.J. Hagel, director of globalmarketing.

“This is an exciting time forour brand and furthering our vision of Simplicity. We areworking hardonseveral projects that support an easier wayofdoing business and opens thedoor to developing stronger intercontinental partnerships,” he said.

The new webexperience allows distributors across NorthAmerica and Europe to see all of theGoldstar offering across eachmarket.

On theproduct side of the business, Hagel said therehad been atremendous response in NorthAmerica to theaddition of drinkware and bags categories in thepast couple of years, and it was introducing morethan 40 styles of drinkware and bags in Europe this spring and summer

He added: “Dozens moreitems including new writing instrument styles areplanned forFall. We’renow offering Simplicityinthe product categories our partner distributors need most. We want to be thought of formorethan just pens and when youthink of writing instruments, drinkware or bags, we want youto think—that’sSimplyGoldstar.com.”

Among other technology updates happening across thecompany, anew content platformjoins theupdated websiteaswell as theaddition of anew securityenhanced payment portal which Goldstar released in February. More updates areplanned later this year

£1.2minvestmentputsHDimagery centre stage

Promotional products suppliers The PenWarehouse and Snap Products are investing £1.2m as part of acommitment to delivering superior printing services and high-quality, innovative products.

The investment in thebusiness and its machineryincludesthe recently launched UltraHD printing system whichwas developed in-house overtwo years and offers unparalleled, high-definition print quality, thecompanies claim.

Product lines that canfeature UltraHD include writing instruments and drinkware,which areavailable withmagazine-qualityresolution, edge definition, colour gamut and colour gradation. The technology provides customers withalong-lasting full colour print finish that surpasses traditional printing methods.

The investment will include the purchase of new machinery, as well as upgrading existing machinery, to improve efficiencyand capacity, enabling the companytooffer an even wider range of products and services to its distributors, including new personalisation options.

Managing director,Neil Cleere, said: “Weare thrilled to be investing in our

Sourcing City winners gather in style

Sourcing Cityassembled thewinners of itsSCAwardsfor aspecial lunchatthe spectacular Alex Dilling restaurant, housed in theCaféRoyal Hotel, London.

Twopeople from eachofthe winning companies were invited to enjoythe hospitalityand experienced asumptuous meal, and then drinks at The Glassblower. The conversation waslively and fun as people met oldfriends and new faces.

The awards were founded in 2007 and arerecognised in theindustryfor showing howwell bothsuppliers and distributors are regarded by eachother,withbothsides of theindustryvoting forthe people they most respect and enjoydoing business with. business and machinerytoenhance our offering to customers. This investment will allowustocontinue to deliverhighqualityproducts and services while also expanding our capabilities.”

In theOver£3m Distributor Award Categorythe winner wasagain Total Merchandise. Ross Promotional wonthe £1m to £3m category, and Big Bear took the honours in theUnder £1m category.

In theSupplier Categories thefirst place went to XD Connect winning Major Wholesaler of theYear, and winners of Specialist Supplier of theYear were Pinpoint Badges.

The PenWarehouse and Snap Products arealso committed to sustainabilityand theenvironment. Bothare constantly researching and implementing changes to reduce theircarbon footprint and maketheir production processes more sustainable.

The investment is asignificant step for thecompany, as it lookstoexpand its product range and branding methods, as well as streamline its processes.

Other developments in thenear future include abrand-new drinkware-specific printing method and faster printing techniques to ensurelead times remain industry-beating.