Product Media magazine May & June 2024

productmediamagazine.co.uk

THE MAGAZINE FOR THE PROMOTIONAL INDUSTRY

MAY/JUNE 2024

WHERE DO WE GO FROM HERE?

The sustainability issue P13 INFORMATION CONVERSATION

FILLING THE PRODUCT KNOWLEDGE GAP P4

ROOM FOR ALL THE POWER OF INCLUSION P24 TAP INTO MERCHANDISE WHAT NFC CAN DO FOR YOU P31

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Contents

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4 Information conversation

We need to talk about product information and sustainability

13 Next steps

Where does the merchandise sector go next with sustainability?

9 Ask Clive

20 B Corps

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28 Sustainability & compliance

Jenny Dawes explains how the BPMA helps

Is embroidery the Rolls Royce of garment branding?

More promo companies are being attracted by this accreditation

29 BPMA Golf Day Industry hitters prepare

10 Introducing Phil Goodman

23 Sustainability updates The latest developments from merchandise players

33 Technology

11 BPMA Sustainability Conference

24 IWD report

34 Homegrown heroes

Meet the new CEO of the BPMA

The industry gathers

NFC provides a connection with customers

The BPMA’s second IWD gathering focused on inclusion

Supporting British-made merchandise

insights into the state of information available from suppliers versus what clients want to know about. You can read about it on page 4 of this issue.

The forum is a handy scene setter for the issue where we have spoken to members about where they are on their journey towards sustainability. The past year has seen the BPMA introduce its groundbreaking StepForward Pledge which a gratifying number of members have already signed up to.

Now, as the Pledge becomes mandatory for members, the requirements of demonstrating a commitment to sustainability have become more real. This is important, not just as an industry exercise in virtue signalling

but because clients also want it. They too face growing demands – legislative and consumer – to prove that they take such issues seriously which puts their suppliers in the sightlines. Those who can’t prove that they are onside could find themselves bypassed for those that can.

It is an existential challenge for the sector, says the BPMA’s new CEO Phil Goodman, who has now joined the Association and one that he intends to help the sector focus on under his stewardship. You can find out more about Phil on page 10 of this issue and meet him in the flesh at upcoming events such as the Sustainability Conference and Merchandise World. He’s looking forward to meeting you.

WELCOME Welcome to the latest issue of Product Media which is our Sustainability Issue.

With the BPMA Sustainability Conference looming on 5 June, it is an apt time to focus on some of the issues that this raises.

Sustainability has gone from being a ‘nice to have’ to being increasingly essential for businesses in this sector.

Customers are asking about it, and not just in a tick box fashion – they really want to get granular on detail, and they know their stuff.

That was the message that came out loud and clear during an online session the BPMA organised recently featuring a crack team of distributors. The frank session revealed some fascinating Product Media Magazine is available to the whole promotional merchandise industry.

It is the official magazine of the British Promotional Merchandise Association (BPMA).

British Promotional Merchandise Association Fetcham Park House, Lower Road, Fetcham, Leatherhead, Surrey, KT22 9HD All phone enquiries: 01372 371183 www.productmediamagazine.co.uk www.bpma.co.uk

Editorial editor@productmediamagazine.co.uk Advertising and Media Pack advertising@productmediamagazine.co.uk Circulation circulation@productmediamagazine.co.uk Editorial Services Stuart Derrick

Design and Production ATG Media, www.atg-media.com Photography shutterstock.com, Freepik.com

The BPMA has the right to refuse editorial content and advertisements on sight of artwork, particularly where there may be a conflict of interest.

The opinions, beliefs and viewpoints expressed in this publication do not necessarily reflect the opinions, beliefs and viewpoints of the publication or the editor. The publishers cannot be held responsible for any loss or damage, nor can responsibility be accepted for any claims by advertisers, contributors, or other persons and organisations. No material may be reproduced without the written permission of the publishers.

The information conversation

Suppliers and distributors need to get their heads together on product information for sustainability. The BPMA started the conversation

I

n an age when every piece of merchandise is under scrutiny over its sustainability, the sector will live or die by the accuracy and availability of product information.

This was the message at a recent BPMA forum which brought together a crack panel of distributors to lift the lid on the challenges that the sector faces when it comes to being able to access this intelligence.

Participants heard that the industry faces a challenge in the face of varying degrees of information currently available, at a time

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when there is a drive from end users to demonstrate the credentials of products in this area. Clients want to buy, but they will no longer be fobbed off with a vague statement about ‘eco’ credentials – they want hard facts.

Kicking things off with a poll asking for feedback on the current state of play, outgoing CEO Carey Trevill said that the forum aimed to open a frank and honest conversation amongst the members to explain the importance of accurate, timely information when it comes to the product

MAY/JUNE 2024

information made available to distributors.

The straw poll found that there was a mixed picture on what was provided with only some distributors feeling they had access to what they needed. This can have an important effect on gaining, or losing contracts, it was felt.

WHERE DOES IT COME FROM?

The subject of industry supply chain has never been under more scrutiny, with more end users needing and wanting to know about the origins of products.

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Supply chain

BPMA president, and director of Allwag Promotions, Angela Wagstaff said that distributors are reliant on the information they receive from their supply chain. While this is straightforward when it comes to issues such as pricing, they are now called on for information over and above what they used to be asked for.

“About 60% of our clients are passionate about sustainability and therefore have requirements about product information.

Buyers are really starting to know their stuff and are not afraid to ask questions,” she said.

She described the last couple of years as “a wake-up call” for the industry as clients have become more demanding on this issue.

“We have a programme to grade our products and it’s a nightmare because we have to verify information and can’t take anyone’s word for it – we need endorsements. It’s such a diverse product range that full transparency is difficult.”

The upshot can be that if a supplier can’t provide the information required then it may miss out on being included in a range.

Providing detailed product information is impacting speed of response, she added.

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CORPORATES WANT TO KNOW

The situation could become existential for the industry as clients, and therefore distributors, are now having to justify whey they should be buying promotional merchandise in the first place, said Helen Brennan, European purchasing manager at Brand Addition.

Clients have moved on from social and ethical sourcing scrutiny to focus on product compliance.

“The amount of information has grown, from things like Okeo Tex and Reach, to bill of materials for products. Clients want to know the composition of individual products,” she said.

Digging out this detail is time consuming.

One client wanted to know how much of the material in an aluminium coaster was recycled and it took a week or two to get an initially unsatisfactory answer of between 20-80%. It took a lot more digging to get a more definitive answer of 76%.

“That information should have been there at the start. Customers want the transparency to make informed decisions about what they are buying. We’ve been asking for transactional certificates from suppliers and that’s a challenge,” she added.

“Clients need information for their own environmental reporting and tax purposes, as do we. We don’t ask to be difficult. It’s needed and should be there on a quote.”

Brennan said that for the past two years Brand Addition has reported on carbon emissions and that more suppliers need to do that, or provide data that we can put into third party platforms which will calculate it.

Suppliers should aim for a one and done approach so that their customers don’t have to come back and ask for additional information, said Trevill.

CHANGING MINDSET

Chris Dawson of Project Merchandise said that since the distributor was launched three years ago supplying only sustainable products, there has been a shift in the industry.

“Initially it was a minefield but the response from suppliers has been a breath of fresh air. There has been a huge shift in mindset and more suppliers are joining us.

Not everyone is there but it’s now seen as a cost of not doing business,” he said.

There are still examples of less enlightened approaches such as a recent supplier who self-certified. “They said take

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Supply chain

it or leave it which blew my mind. We can’t do that anymore,” he said.

For clients, the benefit of greater transparency is that they can trust doing business with a distributor, Dawson added.

NET ZERO PATHWAY

Asked for a wish list that would assist suppliers and distributors, Colette Jeanes of Prominate UK said that existing ESG – environmental, social, and governance – headers provide a good guide to what is required.

“It can look huge but a lot of people have boxes ticked without knowing, so look at what you’re already doing. A lot of this will become required, so you will have to do it anyway,” she said. “All companies are on the Net Zero by 2050 pathway – you will have to show what you’re doing and it has to start now.”

Sustainability statements from suppliers are therefore useful as they demonstrate that distributors work with suppliers who are aligned to their ethos and company structures.

GLOBAL CHALLENGES

As a company that operates at a global level, Paul Goldsmith of Event Merchandise said that sustainability had to be balanced with client needs and demands.

The provenance of products is important when sourcing, but time constraints sometimes mean that a project might have to rely on airfreighting which isn’t great for CO2 emissions.

Problems in the Red Sea are adding delays of three to four weeks to shipping times presently, he said.

Better scoping of projects could help.

Another area where there is room for improvement is overstocking. “We need to work with suppliers on this. It’s about being more open with clients,” he added.

Some suppliers already have take back schemes to help with overstocking, and the BPMA has a link with the A Good Thing charity providing an alternative to sending unwanted merchandise to landfill.

WHAT ACCREDITATION IS MORE IMPORTANT?

With so many schemes promising to help provide greater transparency, it can be tricky to know which one or ones to opt for.

Wagstaff said that they are all a step forward but you need to understand what they mean. Some based on the organisation level, where others are about individual compliance, so it depends on the conversation with the client.

She added the proviso that clients don’t always completely understand the various options. Many ask for Sedex but don’t know that you can sign up quite easily and it’s more about Smeta audits.

“Raise awareness and don’t be afraid to challenge clients on why they want it,” she said.

Asking for information can leave suppliers

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feeling a little exposed, she admitted.

“In the past I’ve taken redacted certificates but now it doesn’t wash. Suppliers have to trust that we won’t do anything with the information other than give it to clients, who are not going to buy direct.”

DIVERSITY IS A PROBLEM

With so many product types, it is hard to come up with a standardised methodology or template for assessing products. The result is that different organisations can have different approaches which distributors then have to decipher, said Jeanes, who called for greater uniformity.

Wagstaff called for a more inclusive approach that didn’t aim to catch products out but work with what information they did have.

“We should look to the positives of products that are more recycled or recyclable and sell more of them. This is work in progress, so don’t be put off if you can’t provide all of the information. Anything is better than nothing – we’re all learning.”

Jeanes said that in some areas a less sustainable product might still appeal to a client because of its attributes in other areas.

For example, an airfreighted item might have a good social engagement story to tell if it was part of NGO initiative.

“Everyone wants sustainable but they

MAY/JUNE 2024

struggle with other parts of the ESG story,” she said.

Dawson added that ultimately distributors succumb to a client’s request and then it’s up to them what they buy.

“The beauty and frustration of this area is it’s so subjective. What one client thinks is fine, another will consider horrendous.”

Wagstaff came back to the need to educate clients on the art of the possible, and also how different options stack up in terms of sustainability.

A nearby supplier does not necessarily have a lower carbon footprint than a product sourced from the Far East, although this may seem counterintuitive.

With so much complexity, it seems the sustainability conversation is still in its early stages. However, from the BPMA forum it is clear that there is an appetite for more knowledge about product provenance, as well as an understanding that there is much still to be done.

THE PANEL

Angela Wagstaff, Allwag Helen Brennan, Brand Addition Colette Jeanes, Prominate UK Chris Dawson, Project Merchandise Paul Goldsmith, Event Merchandise

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The StepForward Pledge is only open to BPMA members. New members applying will take the Pledge as part their new membership. All current members are required to take the Pledge from June 2024.

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Ask Clive

A STITCH IN TIME

Embroidery has a long and illustrious history, making it the Rolls Royce of personalisation, says Clive Allcott

E

mbroidery can be traced back to ancient cultures. In China, it dates back to at least the Warring States period (5th-3rd century BCE), and it was used to adorn clothing, accessories, and household items.

During the Middle Ages in Europe, embroidery was used to embellish the garments of royalty and the church with intricate designs in gold and silver threads, featuring pearls and gemstones.

More recently, embroidery is used not only for decorative purposes but also as a means of branding and personalisation. It offers several benefits when it comes to clothing: Durability: Unlike some methods, such as printing, embroidery withstands regular wear and tear, laundering, and time without fading or peeling.

Professional look: Embroidery provides a polished and high-quality appearance to

personalised or branded clothing. The raised texture of embroidered designs add a sense of depth and sophistication to garments.

Customisation: With embroidery, you have a wide range of options, including the choice of thread colours, fonts, and design sizes.

This allows for a truly unique look tailored to individual preferences.

Versatility: Embroidery can be applied to a variety of fabrics and clothing items, from T-shirts and hats to jackets and bags.

Timelessness: Personalised embroidered clothing can be cherished for years to come, making it a lasting and meaningful investment along with continuous marketing impressions.

CURRENT TRENDS

Sustainable embroidery: With a growing focus on sustainability, eco-friendly embroidery techniques are gaining popularity. This includes using organic threads, upcycled fabrics, and natural dyes.

3D embroidery: Techniques, such as raised

or padded embroidery, are being used to create textured and tactile designs that add depth and dimension to garments and accessories.

Mixing textures: Combining different embroidery techniques like beadwork, sequins, or appliqué with traditional thread embroidery creates visually interesting and dynamic surfaces. Why not mix screen print with embroidery?

Personalisation and Customisation: Monogramming, initials, or personalised messages, remain a strong trend as people seek unique ways to express their individuality through clothing.

Unique threads: Metallic, glow in the dark, and fluorescence can all enhance embroidery.

These trends showcase how embroidery continues to evolve and adapt to contemporary styles and preferences.

Happy Selling Clive the clothing and bag guru

Profile

NURTURING OUR INDUSTRY

The new BPMA CEO sees sustainability as the challenge of the age and an opportunity for a progressive merchandise sector

F

or someone with a passion for plants, it’s timely that Phil Goodman takes up his new role at the BPMA as the merchandise industry is demonstrating green shoots.

The new CEO of the BPMA joins at a time when the industry continues moving in the right direction after the stasis of the pandemic years, but it also faces new and evolving challenges.

Not the least of these, and “the elephant in the room” as he calls it, is the industry’s response to sustainability.

Coming into his new role as a relative outsider, albeit one who is familiar with the role of merchandise in the marketing mix, Goodman says that sustainability is an existential issue for promotional merchandise.

“What we do is the easiest thing for firms grappling with their own sustainability to say ‘no’ to as they look to tackle their own footprint. They say, ‘Do we really need those T-shirts, flags and bottles?’”

He adds: “Sustainability is a challenge facing every industry, but perhaps our industry is more exposed than others. I see this as an opportunity.”

Goodman is clearly up for the challenge of taking over from Carey Trevill who stepped down as CEO in March after four years in post.

Having spent the last 20 years building his own marketing agency, he sold it to Next 15 plc and finally departed about three years ago, investing in a landscape design and tree nursery business called Form Plants.

Working with designer Jamie Butterworth, the most recent co-presenter on BBC Gardeners' World, they won a Gold medal at Chelsea this year and part of the garden was selected by the King for the Sandringham estate.

Despite this passion project Goodman says he was attracted to the very different challenge of working with the BPMA by

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the opportunity to translate his business leadership skills to another organisation.

“For me, the excitement is the challenge,” he says. “My background is marketing and brand, and more recently from a digital innovation perspective.

I hope to bring these skills to the BPMA, evolving the organisation into a more progressive and innovative association in a truly exciting industry.”

Having spent the early part of his career in sales promotion agencies, and completed the Institute of Sales Promotion Diploma, he has been responsible for sourcing promotional merchandise on behalf of my clients in the past.

The industry has developed since then and is increasingly challenged to become more innovative, present a consolidated and consistent view to the market and elevate its role in marketing conversations.

“We are in an era of change and

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evolution. Brands are demanding sustainable solutions. They demand this because they know their consumers want this. We operate in the space between and it is our responsibility to remain relevant and continually innovate,” he says.

“What our industry looks like in five years’ time might be very different to what it looked like five years ago. Embrace this as an opportunity. Ensure that sustainability is hard wired into your business and not just a box that you feel you’ve ticked.”

The good news is that there is a great appetite for change and innovation, he adds, and for companies that do get to grips with sustainability, the opportunities are huge.

For the BPMA, the role is to help people make those changes by setting the standards for the industry and making it easier for members to make the change.

“The StepForward Pledge and the Sustainability Conference are great examples of that, and we can learn from other trade associations,” he says. “Every sector is facing this. It’s omnipresent.”

As he looks to an exciting future, he hopes to be an approachable and engaging CEO with a commitment to continued improvement for the organisation.

Members will get a chance to meet him at upcoming BPMA events, including the Sustainability Conference.

Away from the day job, Goodman professes a love of sport, particularly rugby and football.

“I’ll keep who I support to myself as I don’t want to alienate 99% of our members before I’ve even started,” he says.

He’s also a keen swimmer who tries to get in 1,000 metres before work every day.

It seems that although he’s in at the deep end with his new role, it’s unlikely he’ll be out of his depth.

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Sustainability conference

NEXT STEPS

Following the first BPMA Sustainability Conference last year, we are back to help chart the next part of the journey

T

he BPMA’s first Sustainability Conference last year revealed the hunger for information on this subject, and the desire to find out how to help promotional merchandise be fit for the sustainable future.

A year on, the sector is set to meet again to take stock of where we have got to and what we still have to achieve.

New CEO, Phil Goodman, has highlighted the existential nature of sustainability for the merchandise industry. As he puts it in the interview on p10: “What we do it the easiest thing for firms grappling with their own sustainability to say ‘no’ to as they look to tackle their own footprints. They say, ‘Do we really need those T-shirts, flags and bottles?’”

Our industry needs to stop, think and challenge ourselves in every aspect of our businesses now to ensure we are fit for the future and for our customers. Considering every aspect of what sustainable business means to BPMA members is central to this year's Annual Sustainability Conference.

The conference will arm members with information, insight and actionable takeaways, exploring the goals we need to address as an industry and companies, supply chain resilience, marketing tools to ensure you get your sustainable messages right plus AI, research and more.

With networking, expert speakers, workshops, debate and discussion, it is a must attend event for anyone interested in learning more about the sustainable future of the industry.

WHAT’S ON?

The day starts at 9am with a networking breakfast to fuel the day before the conference starts with new BPMA CEO Phil Goodman sharing his vision and summary of the day ahead.

BPMA net zero partners, Planet Mark will be providing an overview of where the UK is now in the current sustainable and economic climate, giving a view on the impacts of a possible new Government and what this means for 2050 NetZero goals.

Following this will be Elle Chartres from AdNetZero to give members a unique end user insight into where advertisers

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are aiming and what the promotional merchandise industry can do to meet expectations.

Members will then have a chance to get involved with our workshop – Stop, Think, Action – as we welcome back popular speakers Sarah Duncan and Kevin Duncan. Sharing a one-year update on industry progress, attendees will be asked to contribute their actions, discuss and debate to agree a way forward.

After this, we welcome regular speaker Jodie Newman, specialist SME B2B marketer, to look at how those actions can be taken forward to promote and progress member business.

After a well-earned break for lunch, the afternoon kick starts with powerful sessions to look at overall business sustainability, stability and success. Procurement expert Mike Lander will kick off discussion of the macro context on challenges facing buyers in this market and why procurement’s role is ever more critical when uncertainty and risk increases.

Interviewed by Phil Goodman, Mike will reveal what the Kraljic matrix is and why BPMA members need to understand it.

Covering negotiation success factors when dealing with procurement, this deep dive into procurement is an important discussion

every member should hear.

AI is a topic that we have all heard a lot about this year, and we are joined by Henry Smith of Sentium Consulting. Taking supply chain and product information as his theme, he will be sharing how AI applied to particularly challenging areas of the industry can help resolve and open opportunities.

As members know, last year the StepForward Pledge was launched and with now over 35% committed and new Pledges being submitted daily, Board Director Melissa Chevin and Phil Goodman will be sharing some of the incredible progress members have made in the last twelve months, explaining why the BPMA has made the Pledge mandatory for all members.

Wrapping the day up with an exciting member panel to discuss a view from new members coming into the BPMA and comments from the floor, the Conference will set the agenda for the year ahead.

This is an exciting, as well as a challenging time for the industry. Like all sectors of business we are having to wrestle with an issue that will define the future decades, and it is in our hands now. n To find out more about the conference, go to bpma.co.uk/events.

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Sustainability

THE JOURNEY STARTS HERE

Merchandise companies have been vocal in supporting the concept of sustainability, but with the StepForward Pledge set to become a requirement of BPMA MA A membership, the hard work begins

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e’re on a road to nowhere, as Talking Heads once sang in what could have been a pessimistic view of our journey towards environmental Armageddon.

However, the merchandise industry generally has a more can-do attitude so maybe we should adopt a more optimistic approach – The Only Way is Up perhaps?

Whatever your choice, there is increasing

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evidence that the industry is starting to sing from the same song sheet.

Last year the BPMA launched the StepForward Pledge calling on the sector to get behind efforts to demonstrate that this is a responsible industry that can answer to growing requests for merchandise that is better for the planet. With customary innovation, suppliers have responded with products, processes, and support that helps with this ambition.

For example, in 2023, Brand Addition increased sustainable product sourcing, to the client’s standards, for two of its largest customers to 100% and 80% of their ranges.

From this year, the StepForward Pledge becomes a condition of membership of the BPMA – the game is changing and the industry has to react accordingly.

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PROCESS AND PRODUCTS

Concept range. The Gamma, Theta, and Zeta power banks are durable and stylish with advanced Li-Poly batteries providing power for extended use. Chili is committed to lowering its carbon footprint and has achieved carbon neutrality by 100% offsetting on all of its products. This dedication is reflected in its sustainable manufacturing processes and its innovative use of recycled materials.

Many other BPMA members are embarking on their own journeys to sustainability and all are taking slightly different routes depending on their circumstances, strategies and objectives.

Goldstar introduced its Made Better concept last year in response to growing concern

The great news is that evidence abounds that this is happening. More and more companies are opting to be part of certification programmes such as B Corp (see p20), as well as other established markers of a commitment to environmental stewardship.

Tancia Group has completed its ISO 14001 audit and renewal for the sixth year of certification, as it continues its journey towards prioritising sustainable practices, resource efficiency, and waste reduction across all areas of business operations.

The company is also introducing more sustainable products including carbon neutral power banks in its Chili

from customers about environmentalism.

The initiative included the formation of a ‘Green Team’ and ‘Greenwashing Guidelines’ as well as advancements in technology, updates in factory operations and reimagined products and packaging that did less harm to the planet. It launched 57 Made Better products, and its Reborn Recycled Aluminium Pen was awarded the 2023 Innovative Product of the Year Gold by the BPMA. This issue of Product Media tells just some of the stories that are emerging from our industry as it grapples with the challenges that change will bring. So far there are some encouraging results but there is still a long way to go.

BRAND ADDITION’S COMMITMENT TO ENVIRONMENTAL RESPONSIBILITY

Brand Addition is undertaking several initiatives to enhance sustainability efforts, focusing on these areas: Carbon and energy management – BA has set a target to reduce Scope 1 and 2 carbon emissions by 50% by 2030.

European facilities have transitioned to operate solely on renewable energy sources. For sites based in leased offices or locations where renewable electricity is not readily available, BA purchases Renewable Energy Certificates (RECs) equivalent to the amount of energy consumed at those sites. Additionally, BA participates in FedEx’s Carbon Offset programme for US shipping.

Third-party accreditations and reporting – comprehensive reporting practices emphasise transparency in operations with public disclosure of Scope 1, 2 and 3 carbon emissions in an annual Sustainability Report. An annual report to the Carbon Disclosure Project (CDP) received a rating of B, up from C last year. BA has also achieved an Ecovadis Platinum rating, putting it in the top 1% of businesses in its industry, and holds ISO 9001, ISO 27001, ISO 14001, and ISO 50001, showcasing commitment to quality, information security, environmental management, and energy management.

Products, packaging, and waste reduction – BA implements sustainability standards governing its product portfolio, packaging, and waste management practices. Internal guidelines, such as the Sustainable Product Standard, Responsible Product Standard, Sustainable Packaging Standard, and Greenwashing Policy, encourage responsibility throughout the supply chain.

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It recently became a Textile Exchange member, is introducing long-term initiatives to reduce single-use plastics and increase recycled content in packaging.

Positive impact and peoplecentric policies – in terms of social responsibility BA contributes to environmental causes through its annual Earth Day Campaign. It also ensures transparency in reporting on gender pay equality and promotes diversity, equity, and inclusion.

Earth Day campaign – for three years BA has donated a portion of its profits to different environmental nonprofits annually. In 2022, the campaign centred

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around forests by partnering with Tree Nation. In 2023, the focus was pollinators by partnering with the Xerces Society for Invertebrate Conservation. This year, the campaign centred around oceans by partnering with Take3ForTheSea. Brand Addition works with brands to improve the sustainable credentials of their products without impacting on quality or design. It partnered a large client to accelerate the use of responsible fibres such as organic cotton and recycled polyester/nylon across an entire clothing range.

In 2022, it delivered 211,161 garments for the brand, of which 85% (by weight) of the fabrics were made with organic cotton or recycled fibres.

It also developed a fully recycled beach towel from a blend of 77% recycled cotton and 23% Seaqual recycled polyester yarn. This is made from 90% recycled polyester and 10% salvaged ocean plastic. For every 100 grams of the latter, an average of 500 grams of marine litter is removed from the ocean. This initiative helped to remove at least 36 tonnes of marine litter from the ocean.

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Sustainability

The Sweet People picked up the 2023-24 BPMA Product Awards Grand Prix for its recyclable Treat Box

SUSTAINABILITY NORMALISED This year’s BPMA Product Awards did not have a specific environmental category but sustainability is a big part of what the judges look for with products both in terms of the product itself, the processes used in manufacture, packaging, and afterlife.

With demand for more sustainable products coming through from end users, it is no surprise that more and more products make this part of their USP. To a certain extent such claims are becoming more normal and it is increasingly the case that sustainable products are often hard to distinguish from their less sustainable alternatives.

In all categories at the awards, there were great examples of innovative use of materials and design to deliver solutions that clients can use to show that they are being more responsible in all areas of their operations, including the promotional merchandise.

This year’s Grand Prix winner, The Sweet People's Treat Box is part of its Eco range and is recycled, plastic free, fully recyclable and made of sustainable packaging. It was one of just many products that showcased how suppliers are coming through with a more responsible attitude.

In some categories, it has almost become de rigueur to have more sustainable products. All three top winners in apparel – PF Concept’s Kai jacket, XD Connects’ Iqoniq hoodies, and The Outdoors Company’s Circaloft jacket – boasted recycled materials and/or the ability to be recycled after use.

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In Awards & Gifting, WCM+A’s wooden and bamboo products have long been known as more sustainable alternatives, but Desktop Ideas’ Zens charger shows how recycled elements are also moving into areas like technology. rPET materials are starting to feature more prominently in areas such as Bags & Folders, as shown by winner XD Connects’ Dillon backpack. Meanwhile, in Drinkware there is a notable shift towards spending more on products that will be longer lasting and valued by recipients, such as Gold winner Oldeani’s Akaw insulated stainless steel bottle.

However, even in relatively low spend areas such as Exhibition Products, sustainability is desirable.

Preseli’s paper lanyard was Platinum winner and was used at this year’s Merchandise World as part of a recycling and repurposing programme.

Stationery and Writing Instruments are both areas which made early running in producing more sustainable products, so it is not surprising that these featured strongly at the BPMA Awards. Adco, Castelli, and Juniper winning products all have recycled materials in their notebooks and planners, while pens from Senator, The Pen Warehouse, and BIC showed how alternative materials can be used in popular merchandise choices.

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Sustainability

CASTELLI GOES CARBON NEUTRAL

Castelli achieved carbon neutrality in February - a significant milestone in its ongoing sustainability initiatives.

The company adopted a systematic approach with a clear roadmap and a rigorous carbon accounting system to track and assess emissions. This pinpointed areas with the greatest potential for emission reductions. Castelli has also introduced new environmental key performance indicators (KPIs) to evaluate

staff involvement and progress.

Recognising the importance of compensating for residual emissions, it made strategic investments in high-quality carbon offset projects. As a result the company has become ‘carbon positive’ by offsetting more emissions (73 tonnes) than generated (72.28 tonnes) for the end of 2023.

SUSTAINABLE PRODUCTS

Three ground-breaking products using existing and discarded materials have been introduced.

The Ortisei notebooks use apple discards and won the gold award at the 2023-24 BPMA awards in the stationery product of the year category.

Meanwhile, the Oceano notebook repurposes discarded plastic bottles into a premium textile fabric cover, while the notebook uses 100% high-quality recycled paper pages.

The Samoa notebook is made from 100% recycled paper fibres, 60% of which come

from cardboard coffee cup production with the remaining 40% coming from office and stationery waste. The Samoa notebooks will be used by delegates at this year’s BPMA sustainability conference.

As a paper products business, Castelli has helped raise more than £1.83m to date for the Woodland Trust, planting more than 480,000 trees and capturing approximately 110,580 tonnes of CO2 with its positive paper purchasing and the Carbon Capture Scheme.

By monitoring and management of energy usage, Castelli has curtailed peak power demands. Additionally, a comprehensive packaging audit has reported less than 3% of total packaging being composed of plastic as of July 2023, a milestone that has been reported on the National Packaging Waste Database (NPWD).

Not surprisingly, Castelli committed to the BPMA’s StepForward Pledge last year and wholeheartedly endorses it.

FIREBRAND AND ECOVADIS

Geiger acquisition Firebrand Promotions has been awarded the Platinum EcoVadis rating. Steve Wickham, procurement director at Geiger, explains how it has helped the company become sustainably better.

Why have you gone for this accreditation?

EcoVadis is the global leading provider of sustainability ratings for businesses, assessing the performance of more than 90,000 businesses worldwide, so its certification carries the most weight.

The assessment covers the full scope of our business activities too, including environmental, labour & human rights, and ethics & sustainable procurement.

What does EcoVadis tell customers about Firebrand?

A Platinum rating tells our customers that we are serious on sustainability and demonstrates how we are walking the walk and implementing sustainable policies and practices in all areas of our operation. It also shows how we are doubling down and making genuine positive steps towards achieving our long-term objectives for 2025 and beyond including a 30% reduction in GHG emissions and carbon neutrality by 2030.

Does it give you a competitive advantage?

Our passion for sustainability is a win-win. It ensures that our products have the smallest possible environmental footprint on the planet while appealing to the shared goals and objectives of our customers at the same time, many of whom have set public targets for their own environmental

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performance. Responsible purchase of promotional products with verified sustainable credentials is one way that progress against these targets can be demonstrated.

Do customers ask about sustainability accreditation?

We are regularly asked to share our EcoVadis scorecard with customers and in Requests For Information (RFI) and Tender responses. In some cases, a strong sustainability accreditation such as EcoVadis is an essential requirement to do business with an organisation. We are delighted to be asked to share our rating, along with other credentials such as ISO 14001 and 9001, as it shows that our customers want to partner with like-minded businesses too.

What changes have you had to implement to gain the certification?

We had to demonstrate advocacy on sustainability topics in our industry, to illustrate our position as a leader. Carbon emissions reporting has also become essential and we are increasing the level of data we monitor and report for customers. We also had to carry out a full review of 100% of our internal policies to ensure they are in line with current best practice and thought leadership, with quantitative objectives being established for all areas of the business.

A growing focus on Equality, Diversity and Inclusion in the EcoVadis assessment also encouraged training to be arranged for our teams on relevant EDI topics.

We also made significant strides in our climate action and carbon offset journey with our partners, Ecologi and Climate

Wise, and were able to demonstrate genuine positive impact through our tree planting scheme, which now has over 20,000 trees, and our support of 14 different gold standard environmental initiatives around the world.

What future changes will you make?

We want to continue to expand our range of qualified sustainable merchandise products with verified data from manufacturers to ensure that we can continue to meet the growing reporting demands of our customers for new data points including carbon emissions from manufacture, delivery and full life-cycle. Our supply chain is maturing rapidly in this area too and a recent survey of our suppliers carried out in February 2024 found that 77% had introduced new sustainable materials for products in the past year, 61% had gained a new social and ethical accreditation and 65% are now sharing carbon emissions data for some or all of their product range.

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Put the B in sus

More merchandise companies are looking to B Corp status as a way of showing they take environmental responsibility seriously

O

nce companies make a commitment to being more sustainable, the hard work starts. As well as having a pathway to improving sustainability, companies want to be able to demonstrate to their customers, partners, and staff that they are changing.

There are many accreditations that claim to do this, and one that has been picked up on by merchandise companies is B Corp.

Ryan Askew, managing director of Premier Print & Promotion, which has achieved B Corp status, says there are many options, and all have their own focus in particular impact areas such as sustainability, compliance or supply chain working conditions.

“SMETA, Ecovadis, Amfori, 1% for the planet, UNSDGs, SBTi, Carbon Neutral to name a few. Which one you chose will depend on your strategy, your mission, your market and your offering,” he says. “We eventually decided to attempt certification to bring credibility and structure to all the good things we were already doing.

Consequently, it wasn’t quite as hard as I was led to believe it might be.”

Fluid Branding decided to becoming a certified B Corp in 2019 at a time when it was undergoing a brand refresh, says Fluid brand manager Gemma Richards.

“We’re the first UK promotional merchandise company to have become certified,” she says. “For us, the B Corp movement and values perfectly align with our vision of Meaningful Merchandise, Exceptional People. We’ve always been more than just merchandise at Fluid and being a certified B Corp is our way of clearly demonstrating our purpose and values.”

Another company that has achieved this certification is Allwag which announced its B Corp status this year, coinciding with its 25th anniversary.

Angela Wagstaff, Allwag director, says: “Our B Corp certification empowers us to further our commitment to sustainability and build trust with both our supply chain partners and valued customers. We're excited to have our stakeholders join us on this remarkable B Corp journey.”

Organic clothing company Mantis World has also been certified as a B Corp, something that founder and CEO Prama

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Bhardwaj describes as “a huge team achievement that solidifies everything we’ve been working on for over 20 years and lays the foundations for the continuation of that journey”.

WHAT IS B CORP?

There are now more than 2,000 UK B Corp companies employing more than 81,000 people. B Corps are businesses that balance profit and purpose, and are committed to considering the impact of their decisions on employees, customers, suppliers, community and the environment.

It is not solely a measure of sustainability credentials, but a more rounded look at a company’s entire social and environmental performance, from supply chain and input materials to charitable giving and employee benefits. Certification measures how a business is meeting high standards of social and environmental performance, transparency, and accountability.

Companies undertake a B Impact Assessment (BIA) which adds up points across five impact areas – governance, community, workers, environment and customers. Companies need a minimum of 80 points to submit their assessment. The BIA is free to start and gives an indication of where the company is doing well, and where change is needed.

Prior to going down the B Corp route, Premier invested time, money and focus on governance, staff, charity work, supply chain, and policy, which helped it pick up points when it started the process proper.

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HOW LONG DOES IT TAKE?

Achieving B Corp is not an overnight thing and requires hard input from the management team. Askew reckons Premier spent three months completing the BIA and providing evidence, in addition to the two years’ work prior to applying. It then took 13 months to certify.

“Some weeks and months required no input, others were almost a full-time job.

I’d estimate I spent 20-30 full days over the period working purely on certification.

That’s not including the time spent preparing the supporting evidence,” he says.

There are also costs involved, from a £250 initial submission fee, through possible consultants and any necessary legal fees, to an annual membership fee which is based on turnover. The

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B Corp

tainaBility

TAKING THE B ROAD Gemma Richards explains Fluid’s B Corp journey How does B Corp relate to sustainability?

There are five areas of assessment within B Corp certification: environment, governance, workers, community and customers. So, it’s a very holistic assessment and not just sustainability-focused, although it’s a very important part for us.

Are there specific sustainability commitments you make as a B Corp?

In July 2020, we announced our commitment to becoming carbon net zero by 2030, alongside more than 700 other certified B Corporations.

Our commitment is 20 years ahead of the 2050 targets set in the Paris Climate Accords. B Corp’s Climate Collective is a member of the United Nations Framework Convention on Climate Change.

Is sustainability brought up by your clients?

Yes, increasingly. It’s nice to be able to talk about it openly and honestly without greenwashing.

certification lasts three years before resubmission is required.

WHY BOTHER?

It’s undoubtedly not something to be gone into lightly, but do the benefits make it worthwhile? B Labs, the organisation behind B Corps says its research shows several areas where accredited companies outperform non-B Corps.

B Corps saw an average growth of 26% between 2017 and 2020 compared with the average for all UK companies of 5%, and more of them (86%) expect to see growth next year than the average (25%).

Company headcount was higher too at 14% compared with 1% on average, and staff churn was lower at 8% compared with 16-20% on average. B Corps also performed

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better at having women in senior positions and had a lower gender pay gap too.

Askew says benefits have come through association with a certification that a is held by a growing number of companies such as Innocent, Body Shop, and Gusto. It has also helped with recruitment, attracting higher quality candidates to the business, and has helped the business both retain clients and attract new ones.

Prama Bhardwaj says that B Corp certification also represents hope. “At a time when there are so many challenges facing the planet, it shows that there is a future for business that can be more considerate, more collaborative, more transparent and the successes can be more equitable. We really hope to encourage others to join us in this journey.”

Do you hold other certifications?

In 2021 we launched ‘A tree with every order’, our tree-planting initiative with Ecologi (a fellow B Corp). Through this initiative, our customers are helping us along the way on our journey to Net Zero and a more sustainable future.

We’re also participants of the UN Global Compact – the largest corporate sustainability initiative in the world. It’s a call to companies globally to align their operations and strategies with ten universally accepted principles, in the areas of human rights, labour, environment and anti-corruption, and to take action in support of UN goals and issues embodied in the Sustainable Development Goals (SDGs). We have lots of exciting developments to come, to help accelerate our journey further.

What advice would you give to merchandise companies about B Corp?

We are now seeing more and more merchandise companies join the B Corp movement, which is great. It takes a lot of continual hard work to become and remain a certified B Corp so be sure that it’s the right fit for you and your company. It’s definitely not a rubber stamp but a long-term commitment.

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Sustainability updates

SOWING THE SEEDS OF GROWTH

S

ow Easy has teamed up with textiles company Screenworks to launch a new product aimed at companies looking to demonstrate their commitment to nature.

The plant and seed merchandise business has developed a swing tag which is produced using seeded paper.

The tags can be cut into any shape for the client.

The tags contain wildflower seeds so the customer can drop

them into soil, water them and wait for nature to take its course.

Jamie Gray, sales director of Sow Easy said: “We’re always interested in finding new and innovative ways to work with partners to find ways we can introduce our products.

Screenworks wanted to offer their distributors a tool to highlight their clients’ own green messages and initiatives, and our seeded paper swing tags are a great fit.”

Kingly picks up Green award Kingly has been named Green Company of the Year at the BizX Awards in recognition of its dedication to sustainability and environmental stewardship.

The award ceremony was held in Liverpool and saw thousands of entrepreneurs congregate to explore cuttingedge strategies for business growth and customer acquisition.

Hosted by TV presenter Stephen Mulhern, the event’s guest speakers, included Dame Kelly Holmes, marketing expert Donald Miller, Michael Heppell, Andy Bounds, and Brad Sugars.

BizX is an annual gathering that serves as a platform to help business owners across diverse industries propel their enterprises toward success.

Kingly said the award was testament to its ongoing commitment to sustainability and environmental responsibility, and would encourage it to redouble its efforts.

Local Support Contact Details Please contact a member of our local support team for advice on any matter related to debt and credit management.

Fluid offset forest reaches milestone Fluid Branding’s A Tree with Every Order initiative has reached the landmark of planting 100,000 trees.

Launched in August 2021, the trees are planted as part of Fluid’s commitment to being Carbon Net Zero by 2030.

The B Corp plants a tree into verified and sustainable tree planting projects across the globe with every order it receives, reducing its impact on the planet as the trees mature.

Fluid has also supported the prevention of 1,935.32 tCO2e from being emitted through 29 verified carbon avoidance projects, which range from preventing deforestation to producing

different types of renewable energy for countries worldwide.

Jon Birrell, Fluid’s marketing and sustainability director said: “Our aim with this campaign was to plant trees responsibly through a partner we can trust and to make the scheme inclusive for all of our customers to drive maximum engagement.

We’ve got lots of exciting sustainability plans for the future to build on this achievement.”

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London and South David Barker dbarker@directroute.co.uk 07766 545871 Midlands and East Anglia Ken Brown kbrown@directroute.co.uk 07795 214426 Wales and North West Ian Jenkinson ijenkinson@directroute.co.uk 07860 197476 North East, Scotland and Northern Ireland Mike Collins mike@accountassyst.com 07866 427363

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INSPIRING INCLUSION ON IWD

BPMA members gathered to celebrate this year’s International Women’s Day and to examine practical next steps

M

eeting in Birmingham on 2024’s IWD of 8 March, BP PMA members joined to hear from m keynote speakers and discu uss how the industry can embrace differenc ce. With a aged members strong theme, the day encoura to consider, discuss and debate e what a world free of gender bias, stere eotypes and discrimination could really lookk like, and how difference can and should be valued and celebrated.

Invited creative industry spea aker, Kevin Exley from Unherded focused on inclusion for companies through his worrk on ADHD, while SME HR specialist, Amand da Henderson from Thread HR, looked at how w inclusivity

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could be fostered. The agenda was set to explore just how our businesses can recognise those incredible super pow wers in their people and why a well-rounded d view makes for a richer work experience fo or all.

INDUSTRY SURVEY

Starting the day with a networking brreakfast to fuel the day ahead, the session kic cked off with a summary y of a sp pecial membe er survey for IWD undertaken by the BPMA to look at diversity and attitudes to gender. The e survey was a precursor to a wider member survey verse to be issued shortly to look at the div make up of member companies.

Before the results were revealed, th he BPMA shared some off BPMA the benef fits to inclusivity the benefits at work which inclu uded how companiies can demonstrate execu utive leadership commitm ment to gender equality, em mbracing a culture of diversity, equity and inclusion. High hlighting the need to forge a female hiring pipeline from m early career to executive e level, this also covered th he value of flexible wo orking arrangements for staff and d proviiding form mal avenues to addresss any concerns of bias.

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BACKING WOMEN

Noting the presence of women n in the workplace was proven to have a greater impact, the BPMA also backed the inclusion of women from supply chain th hrough to decision making. It also remind ded attendees of the very important role and responsibility our industry has to ensure marketing and communications are consisten ntly free of ste ere eoty yping g, whe ethe er it iss in promotional materials, internally within the industry, or to end users.

Presenting the overall picture e, and hosting the event on the day, outgoing BPMA CEO Carey Trevill explained the impo ortance of the promotional merchandise industry’s role in providing external support fo or women’s advancement, the need to mon nitor progress and outcomes from diversity in nitiatives and how we should all participate in n external validation of progressive employer practice.

Asking members to participate in the member survey coming out sh hortly, she then revealed the survey results.

COULD DO BETTER?

With just under 100 members taking part, the survey was represented by 80% % of members who used the pronoun she/herr and 20% who used he/him, with 93% describing themselves as straight and 7% describing themsellves as gay, bisexuall or pansexual.

Asking a range of questions on inclusivity, diversity, gender bias and pay, the survey

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IWD

showed that while the industry generally is felt to foster inclusivity (47%) a large number were unsure (32%). Overall, 59% felt we needed to do more to foster inclusion and 54% indicated the BPMA itself should be doing far more in this area.

When considering the diversity in our businesses, most (69%) indicated the company they worked in represented a diverse workforce, with 62% saying they had a diversity policy in place. But when asked about female leadership, 47% did not see enough evidence in the industry, 23% were unsure and only 31% felt females were well represented enough, leading to 59% stating the industry needed to have greater goals to encourage more females in senior roles.

GENDER PAY GAP

Turning to pay, members were asked about whether they saw a gender pay gap, 60% were unsure and whilst 31% said yes, this was an area identified as needing further exploration, with 66% also unsure if pay equity existed. Positively, members reported taking part in roles in their businesses which promoted female leadership (47%) and female empowerment (44%). Asking where the BPMA should be more involved, the call from the room was to look at pay gaps, inequalities and to do more to set diversity goals.

Sharing some of the comments on the day, Trevill explained there would always be work to do.

WHAT MEMBERS SAID ABOUT DIVERSITY “….your board is four women out of 14. This is probably an accurate reflection of the industry in terms of senior leadership management.”

“I suspect we do have a gender pay gap… but I don’t know.”

NEURODIVERSITY

Kevin Exley’s keynote explored neurodiversity and he opened by asking the audience what percentage of the UK might be neurodivergent. Exley said the UK figure was 15%, compared with 24% in the room who identified as neurodivergent, with another 16% unsure.

Going on to talk about ‘disorders’, Exley pointed to the negative connotations of this type of label for those who present differently to others. He explained how neurodiversity meant there is no one type of brain and that cognitive differences aren’t deficits and aren’t ‘inferior’ to neurotypical brains.

To illustrate the point, he pointed to ‘disorders’ we commonly may see as problematic can be the ingredients that make up high functioning teams. Using his own ADHD as an example, this meant he was exceptionally creative, innovative and was able to hyper focus on key tasks.

Covering a range of conditions from OCD (organisation and creative attention to detail) to autism (efficiency and logical thinking),

“The BPMA needs to set the goals and targets to address diversity in our industry.”

“The BPMA should identify the pay gaps and inequalities.”

“There is definitely a much stronger effort to have women at the forefront, a lot of very successful women in leading positions/business owners, however there is still a huge element of sexism and misogyny.”

“I'm pretty sure hiring is made without discrimination and without a prior ‘tick sheet’, purely on merit and presentation.”

“It still feels a very male dominated industry.”

“I feel the industry is becoming aware, but not acting on it.”

DON’T JUST TALK THE TALK

Organisations need to base their good intentions on inclusivity on solid foundations, says Amanda Henderson There are an almost infinite number of ways that inclusivity can be improved.

Speaking to BPMA members for IWD, I was able to focus on practical tips and steps that could be taken within organisations, focusing on the recruitment, communication, growth and reward parts of the employee life cycle.

Sadly, for women, nearly every female experience is challenged by the traditional ways of working. We are still in a world where many employees feel embarrassed to ask for a company’s maternity or menopause policy for fear it will affect how they are treated. One simple change is to make policies easily accessible as a foundational step.

Managers and leaders should be trained to be empathetic to the female experience and able to have quality and supportive conversations with their teams. They also need to be empowered to take appropriate steps to support their teams. I commonly find that managers and leaders are well intentioned but nervous to have conversations with

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women about period pain, miscarriage, pregnancy, menopause, childcare challenges, and so on.

Policies and handbooks are a great opportunity for an organisation to show that they are walking the walk. It rings incredibly false if leaders talk about caring but their policies are inflexible and operate at a statutory level.

Policies should be written in a way that balances fairness and being able to address individual needs. Employees deserve to be treated as individuals, and the reality is that no two pregnancies are the same, for example.

Thread HR offers white label and bespoke policy and handbooks. For some businesses, having even statutory policies in place and available is a step in the right direction. We work with most clients on a retained basis so we are able to upgrade and embed an organisation’s approach to inclusivity.

• Amanda Henderson is managing director, Thread HR

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SAVE THE DATE

06 DAY

12

MONTH

24 YEAR

Returning for the second year running, the BPMA Product Awards will be presented at this prestigious event hosted in the heart of London.

Celebrate in style and start the festive season with a bang!

Visit bpma.co.uk/events for more information.

Open to the industry with preferential rates for BPMA members.

Booking terms and conditions apply. Discounts will be available for BPMA Charter members.

For sponsorship opportunities for this event, please contact Tom Robey on 01372 371183 or events@bpma.co.uk. Restrictions apply.

IWD

members were taken through a typical team scenario to show how the addition of those with differences make teams more flexible, progressive and creative.

PRACTICAL STEPS

Amanda Henderson then took the stage to speak about how the theory could then be applied in practice for employers when considering all the information Exley had shared. Taking members through the ways to engage, motivate and inspire employees, Henderson shared useful tips on how we should now interview and progress employees through our companies, providing a guide for members to use to ensure they were able to recognise and avoid pitfalls when reviewing suitable candidates.

With many employee rights now changing, Henderson impressed on the audience the need to be aware of how we ask questions and the need for clear communication, particularly when considering the diverse needs of any workforce. Citing the results of the survey, Amanda encouraged members to participate in diversity and salary surveys to support the BPMA identifying where the gaps are – and how this can positively reinforce goals for the industry.

INDUSTRY DEBATE

After a coffee pitstop, the BPMA interviewed a member panel which included Helen Dyl of Tancia Group, Chia Du Viviers of Clipper Interall, Josh Haftel of Nadel and Ben Whibley, Manic Merchandise.

Panellists shared their views on inclusivity at work and their views on female leadership,

with both personal and professional experiences which had shaped their careers and businesses for the better. With examples ranging from leading female bosses over the years to how having children had helped shape parental policies in their companies.

Passionate points were discussed by all with a strong message to support women in the promotional industry.

After this, members were split into five groups to discuss a range of topics to further the survey points on fostering inclusivity, how the concept of diversity impacts our businesses, the drive to put more women in senior positions, pay in the industry and working environments.

THE TASK AHEAD

Feeding back, the groups described the need to share the best practice, pointing to how well the industry shares and collaborates providing a powerful platform to move forward. By championing diversity, members wanted to see how the BPMA could also move the needle on female representation.

With a rallying cry to ‘build our women up’, all felt there was work to do to help the industry progress more.

After the positive energy coming from members attending the event, the next set of data coming from BPMA on diversity will doubtless see great engagement from the female contingent in membership.

Commenting at the event, Trevill noted the women in the industry generally didn’t need convincing of the need for progress and how more male industry representatives should get involved. Now a regular fixture in the BPMA calendar, PM will be keeping a close eye on the industry’s progress.

BPMA’S TREVILL ADDED TO WOMEN’S POWERLIST

Outgoing BPMA CEO, Carey Trevill, was named in the 2024 Powerlist of Women in Trade Associations, which was launched on International Women’s Day 2024.

Put together by Trade Association Forum, the Confederation of British Industry (CBI), and the Federation of Small Businesses (FSB), the Powerlist champions the role of women in trade associations, celebrating their achievements and encouraging the next generation of women into the association sector.

The list was compiled from over 200 public nominations, and a selection panel from the Trade Association Forum. The CBI and FSB had the task of selecting the 100 women that make up the list.

Carey said: “Huge thanks to those who put me forward for this, Trade Association Forum CBI and Federation of Small Businesses (FSB) who had the unenviable task of judging this – doubly delighted to see so many incredible women here (and many familiar faces)... quite something to be considered as part of this. Thank you.”

The award comes as Carey steps down from here position at the BPMA where she has been for the past four years, developing the Association’s support response to Covid, relaunching the education package, and formulating the BPMA’s StepForward Pledge for a more sustainable merchandise sector.

THANKS TO OUR SPONSORS

The event was generously supported

by Platinum sponsors, Premier Print & Promotions, and WCMA, Equity sponsors, PromoTrade, BioLaboratories, Simple Sourcing, Castelli Milano 1938, Table Top sponsor, The Big Promotional Trade Show, Notebook sponsor Adco and Pen sponsor Senator.

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BPMA support

BE THE DIFFERENCE

The BPMA’s Sustainability and Compliance Manager, Jenny Dawes explains how members can embrace change

Q A

When did you join the BPMA and what is your role?

I started at the BPMA in September 2023 and I am responsible for the association’s sustainability and compliance projects. I work with other departments aiding business growth in these areas.

Q A

Do members have a lot of concerns about sustainability?

When the right information isn’t available it can jeopardise end user faith in what our industry is selling. With end users asking for more and more details about every aspect of materials, footprint, and methods of delivery, availability of information on demand is critical and not being able to give enough information can mean a lost contract – and importantly, lost business for our sector.

Q A

How can you help members in their quest to be more sustainable?

Following the launch of the StepForward Pledge, I run support sessions monthly to advise anyone taking their Pledge or considering taking the Pledge and to answer questions. We also run one-on-one sessions to support members on sustainability and compliance issues.

Q A

What advice would you give to members?

Join the StepForward Pledge. We see more and more distributor members

being asked how they as a business are approaching the subject of sustainability from their client base. The StepForward Pledge is a BPMA-led initiative helping members take proactive steps to improve their sustainability performance, accelerating the pace of change towards a more sustainable future for our industry.

Q A

What sort of changes do you notice members making to become more sustainable?

Adopting Renewable Energy: Many members are transitioning to renewable energy sources such as solar, wind, or hydro power to reduce their carbon footprint and dependency on fossil fuels.

IMPLEMENTING ENERGY EFFICIENCY MEASURES: Members are investing in energy-efficient technologies and practices to minimise energy consumption in their operations, leading to savings and environmental benefits.

REDUCING WASTE: Association members are implementing strategies to reduce waste generation, increase recycling efforts, and minimise landfill disposal. This includes composting, waste segregation, and packaging optimisation.

SUSTAINABLE SOURCING: Members are increasingly sourcing raw materials and inputs from sustainable and responsibly managed suppliers.

PRODUCT INNOVATION: Many members are focusing on developing and offering environmentally friendly products and services that meet growing demand.

CARBON EMISSION REDUCTION: Members are setting targets to reduce their carbon emissions and implementing measures such as carbon offsetting, emission trading, and adopting low-carbon technologies.

EMPLOYEE ENGAGEMENT AND TRAINING: Members are educating and engaging their employees in sustainability initiatives, fostering a culture of environmental responsibility and innovation.

TRANSPARENCY AND REPORTING: Many members are enhancing their transparency by disclosing environmental performance data and sustainability practices through reporting frameworks.

WHY SUSTAINABILITY MATTERS As an industry association, it is crucial for BPMA members to understand the impact of sustainability on the industry.

Sustainability is a critical aspect that affects the long-term viability and reputation of businesses across all sectors, including ours.

REPUTATION AND BRAND VALUE: In today’s increasingly conscious consumer market, sustainability has become a significant factor influencing purchasing decisions. Consumers are more inclined to support brands that demonstrate a commitment to environmental and social responsibility.

By integrating sustainable practices into business operations, BPMA members can enhance brand value and reputation, attracting customers and maintaining a competitive edge in the market.

REGULATORY COMPLIANCE AND RISK MANAGEMENT: Governments

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and regulatory bodies worldwide are implementing stricter environmental regulations and standards to mitigate the adverse effects of climate change and resource depletion. Failure to comply with these regulations can result in legal consequences, fines, and reputational damage.

COST REDUCTION AND EFFICIENCY: Sustainability practices often go hand in hand with resource efficiency and waste reduction. By optimising energy consumption, minimising waste generation, and adopting eco-friendly production processes, BPMA members can lower their operational costs and improve overall efficiency.

SUPPLY CHAIN RESILIENCE AND STAKEHOLDER ENGAGEMENT: Consumers, investors, and other stakeholders are demanding greater

MAY/JUNE 2024

transparency and accountability throughout the supply chain. BPMA members need to collaborate with their suppliers and partners to ensure ethical sourcing practices, fair labour conditions, and environmental stewardship.

Building resilient and sustainable supply chains not only strengthens business relationships but also enhances trust and credibility among stakeholders.

LONG-TERM BUSINESS VIABILITY: By embracing sustainable practices, BPMA members can future-proof their operations, adapt to changing market dynamics, and seize opportunities for innovation and growth. Sustainable businesses are better positioned to weather economic uncertainties, attract investment, and contribute positively to the well-being of society and the environment.

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BMPA Golf Day 2024

Swing

WHEN YOU’RE WINNING

It’s time to dust off your clubs for the BPMA’s annual golfing day out

T

he BPMA Golf Day 2024 returns on 27 June 2024 at the ever-popular Nottinghamshire Golf & Country Club, the East Midlands’ most prestigious golf destination.

Always a well-received event, the Golf Day is open to both BPMA members and non-members and their teams, so feel free to pass this on to any aspiring golfers within your company.

This year’s event will feature a range of competitions throughout a fun day out with industry colleagues.

The ticket includes access to the Championship and Signature courses and the format of the day is: ■ Meet for coffee/tea and bacon rolls ■ Tee off on The Signature Course for 9 holes ■ Lunch of sandwiches and chips ■ Tee off on The Championship Course for 18 holes ■ 2-course evening meal with awards in The Lakeview Restaurant.

Members and guests must ensure that they are wearing the appropriate golfing attire while on the golf course.

The full dress code is available on the Club’s website.

Golf buggies can be hired for £25 per round. There are a limited number available,

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so please let us know as soon as possible if you would like one reserved.

ACCOMMODATION

Onsite boutique hotel, Residence at The Nottinghamshire offers accommodation from only £99 per room, per night for the BPMA event.

Sponsorship for this event is now open and is on a first come, first served basis.

Please contact membership@bpma. co.uk for more information on securing a sponsorship opportunity at this event.

Contact the Events Team at the BPMA with any questions, on 01372 371182 or events@bpma.co.uk.

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5th June 2024 | Crowne Plaza, Marlow

Be part of your industry’s sustainable future.

Last chance to book for this must attend event.

TICKETS AVAILABLE NOW VIA BPMA.CO.UK/EVENTS

WITH THANKS TO OUR CONFERENCE SPONSORS

Members only. Discounts available for Charter members.

Booking terms and conditions apply. See bpma.co.uk for more information or email events@bpma.co.uk.

BE PART OF THE CHANGE

SUSTAINABILITY CONFERENCE 2024

Technology

TAP INTO MERCHANDISE

Technology is giving promotional merchandise the opportunity to carry ever smarter and more personalised messaging, says Matt Pluckrose

N

ear Field Communication (NFC) is a wireless technology that allows for the exchange of data between devices over a short distance, typically less than 4cm.

Developed in the early 2000s, NFC is built upon radio-frequency identification (RFID) technology, enabling two-way communication between electronic devices. This technology is embedded in many modern smartphones and tablets, making it easily accessible to a wide audience.

NFC’s convenience and ease of use are making it a new and potentially pivotal tool in transforming marketing strategies and promotional marketing. Marketers leverage NFC to create interactive experiences that engage consumers more directly and personally and when implemented into a product can have eye opening effects.

of converting interest into action and starting them on a journey of becoming brand advocates.

NFC MERCHANDISE

Similarly, smart promotional products are starting to transform the way marketers can communicate with clients, prospects and colleagues.

By embedding NFC tags inside products, brands can provide customers with a wealth of information simply by tapping or hovering their phone near the product.

This approach not only adds value to the marketer but also fosters brand loyalty by creating an interactive and informative product experience. Such NFC-enabled advertising could make marketing campaigns more engaging, measurable, and effective.

SMART MARKETING

From smart posters that offer exclusive content with a tap of a phone to NFC-enabled speakers, power banks, key tags, pens, charging cables or business cards, these applications deliver additional marketing opportunities and immersive experiences for the consumer and innovative return on investment for the marketer. NFC opens up new avenues for creativity in promotional marketing.

The advent of NFC technology has been a driving force behind the surge in contactless solutions, revolutionising the way consumers interact with services and brands. Amid growing concerns for hygiene and efficiency, contactless payments have become the norm, offering a swift and secure transaction method.

This transition extends beyond payments, encompassing a wide range of applications such as ticketing, access control, and even interactive marketing campaigns such as competitions, product launches and HR announcements.

For marketers, the adoption of contactless technology opens up innovative avenues for engagement, allowing for the creation of interactive content that consumers can access with a tap of their smartphone. The rise of contactless marketing solutions signifies a shift towards more intuitive, personalised interactions between businesses and consumers.

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EVENTS

COMMS ON TAP

NFC technology is revolutionising advertising by turning ordinary objects like posters and product packaging into interactive platforms for consumer engagement. Smart advertising strategies that incorporate NFC tags are making it possible for brands to connect with consumers in more dynamic ways.

For instance, interactive POS equipped with NFC tags can be placed in strategic locations, allowing shoppers to tap their NFC-enabled smartphones against the point of sale to access exclusive content, such as recipes, product info, movie trailers, or discount coupons.

This not only enhances the consumer's experience but also increases the likelihood

NFC technology has transcended its initial security applications to become a powerful marketing tool in events and venues.

At events, NFC-enabled wristbands or badges can not only streamline entry processes but also enhance attendee experiences through personalised interactions, such as access to exclusive content or activations.

This dual functionality not only heightens security but also opens up novel marketing opportunities, enabling event organisers and brands to create immersive, interactive environments that engage participants.

In summary, the use of NFC technology in marketing and promotions helps marketers to stand at the forefront of digital innovation, offering new and unique opportunities for enhancing connectivity, engagement, and personalised experiences.

As NFC continues to evolve, its potential to transform everyday activities into immersive, interactive experiences promises to further redefine the landscape of modern marketing. It’s a technology to look into to make sure your client is fully informed.

Watch this space and tap here. ● Matt Pluckrose is managing director of Desktop Ideas

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British manufacturing

Homegrown heroes Great British manufacturers in the merchandise sector provide an alternative sourcing route, says Jason O’Connor

A

round a year ago, I was asked to write a feature for this very magazine about eco-friendly merchandise, and the position it holds within our business and the wider industry.

Fast-forward 12 months and I’ve picked up my pen – well, keyboard – once again, this time to discuss UK-made promotional products.

At Total Merchandise, we’re proud to fly the flag for British manufacturing and the fantastic suppliers that sit within the sector. Our position was cemented in January when we were voted the winner of the Briman Award in Coventry, as selected by the 16 members of the Briman Group.

But once the glitz and glamour (not to mention tequila rose hangovers) of the BPMA Awards had subsided, the one thing that remained was our pride to have been selected as the 2024 champions of this part of the industry. To say it’s an honour is an understatement.

BACKING BRITISH-MADE

Around 15% of our current active range has made-in-the-UK origins, with our product team ensuring that we offer a British alternative to our most popular products.

We’re not jumping on a bandwagon or trying to get involved in a trending topic; it’s a consistent part of our work.

British manufacturing in the merchandise industry stands for everything from

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exquisite craftsmanship to showing support for the local economy. There’s also the faster lead times and lower carbon footprints, as well as the opportunity to work with long-standing (and in some cases) family-run businesses. It all adds up to make a compelling, story-rich argument for choosing homegrown products.

PRICE MATTERS

However, faster lead times and lower carbon footprints can’t always compete with the bottom line. A recent customer survey we conducted reiterated that price remains the most important factor for our client base (particularly in the current climate), with eco or sustainability credentials slightly lower down the list of

what they look for when considering their next order.

Many overseas suppliers can offer cheaper prices due to the size of their workforces and the cost of the materials. On the contrary, there’s an assumption that the world-renowned reputation of UK-made items means that they come with a price tag to match.

But as with all assumptions, they’re there to be proven wrong. More needs to be done – from us, from other distributors – to ensure that the virtues of British-born merch are talked about. We’re proud to be Briman winners but we’re even prouder to be Briman supporters. ● Jason O’Connor is managing director of Total Merchandise

BUYING BRITISH BOOMS

Preference for British products has risen by 21% for businesses over the past year, with concern for the environment being one of the top drivers.

A survey of businesses and consumers by trade body Made in Britain found that the factors that had the biggest impact on buying British sentiment among UK companies were “to help the British economy/support British jobs” (68%) and environmental reasons (62%).

Among companies that have a procurement target for British-made products, the average target is 48% of all

MAY/JUNE 2024

goods purchased. This shows a yearon-year increase of 40% from a year ago when the average procurement target for British-made products was 34%.

The research found that half of British consumers (50%) prefer to buy UK-manufactured products over imports and more than half (51%) of those who prefer to buy UK-manufactured goods said they are prepared to do so even when they cost more than imports.

The research polled 2,000 British adults and 1,000 companies across the country.

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YOUR

ROAD TO

SUCCESSS

PRESENT YOUR PORTFOLIO IN THE LEADING MAGAZINE FOR THE GERMAN-SPEAKING PROMOTIONAL PRODUCTS MARKET

Estabblished for more than 40 years High H g reach by post + ePaper: 100,000 readers monthly (distributors, advertising agencies and suppliers) Wide editorial coverage Digital counterpart: WA eLETTER, weekly email newsletter

Web: wanachrichten.de More info: sales@waorg.com

waorg.com

BPMA gives us peace of mind that we are doing business with our customers and supply partners in a professional, sustainable and ethical way.

Craig Morey, OnBrand Merchandise

Talk to us today Join hundreds of Distributors and Suppliers who enjoy the support and benefits of membership.

Call 01372 371 184 or email us at membership@bpma.co.uk

bpma.co.uk BPMA membership is subject to application, credit check and BPMA Board approval.

To view detail plus terms and conditions, please visit bpma.co.uk/membership.