How to Buy Eco-Friendly Merchandise Without the Greenwashing

Sustainability is now a standard requirement in many procurement briefs. But the promotional products industry has a greenwashing problem: vague claims, unverifiable labels and products described as "eco" with no supporting evidence.   This guide explains how to tell the difference, what certifications actually mean and what questions to ask before you place an order.

Why greenwashing is common in promotional merchandise

Promotional products are often produced in high volumes across complex supply chains. The distance between the buyer and the manufacturer makes it easy for vague claims to persist without scrutiny.   The most common greenwashing patterns to watch for:   "Eco-friendly materials" with no specification - what material, exactly? From where? Verified by whom? Recycled content claims without percentages - "made with recycled materials" could mean 5% or 95% Biodegradable claims without conditions - most materials only biodegrade under specific industrial composting conditions, not in landfill Carbon neutral claims without methodology - offset schemes vary widely in quality and verification A supplier who cannot answer specific questions about material origin and certification is a supplier whose eco claims should be treated with caution.

Certifications worth looking for

These are the most recognised third-party certifications in the branded merchandise space. They are not exhaustive, but they are the ones most likely to hold up under procurement scrutiny.  

• GRS (Global Recycled Standard) Verifies recycled content percentage and chain of custody. Most relevant for rPET products (bags, bottles, lanyards).
• FSC (Forest Stewardship Council) Confirms wood and paper products come from responsibly managed forests. Relevant for notebooks, wooden pens, desk accessories.
• GOTS (Global Organic Textile Standard) Covers organic status and processing conditions for textiles. Relevant for organic cotton apparel and bags.
• OEKO-TEX Standard 100 Tests products for harmful substances. Does not verify sustainability of sourcing, but confirms the product is safe for use.
• Fairtrade Covers fair pay and working conditions for producers. More common in food and apparel than in hard goods.
• B Corp A company-level certification, not a product-level one. Indicates the supplier meets broad social and environmental standards.   Not every product needs every certification. A recycled PET bottle should carry GRS. An organic cotton tote should carry GOTS. A bamboo pen may carry FSC. If a product carries none of these and is still described as eco-friendly, ask what the claim is based on.

Questions to ask your supplier before you order

Before you commit to an eco-branded merchandise order, particularly for a tender, ESG report or sustainability-focused campaign, ask:  

1. What is the specific material and what percentage of it is recycled, organic or sustainably sourced?
2. Does the product carry a third-party certification? If so, which one?
3. Can you provide the certification documentation?
4. Where is the product manufactured?
5. What is the product's end-of-life guidance? Can it be recycled? A reputable supplier should be able to answer questions 1 and 2 immediately and provide documentation for question 3 within a working day.

Practical product choices by sustainability priority

If you have a specific sustainability goal, here is how to match it to product choices:   Reducing single-use plastic - choose rPET bottles, bags and lanyards made from post-consumer recycled plastic bottles Responsible forestry - choose FSC-certified notebooks, wooden pens and paper products Organic agriculture - choose GOTS-certified organic cotton tote bags and apparel Longevity over disposability - choose products people will keep and use for years: quality drinkware, notebooks, bags Lower carbon footprint - choose products manufactured closer to the point of delivery; UK or European manufacture reduces transport emissions The most sustainable promotional product is one that gets used for a long time and does not end up in a bin by the end of the week. Utility matters as much as material.