Product Media magazine May & June 2024

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We informationand sustainability

need to talk about product

9 AskClive

Is embroidery theRolls Royceof garmentbranding?

10 IntroducingPhil Goodman

Meet thenew CEO of theBPMA 11 BPMA Sustainability Conference

Theindustrygathers

WELCOME

Welcome to thelatest issue of Product Media whichisour Sustainability Issue. With theBPMASustainability Conference loomingon5 June,itisan apt time to focusonsomeofthe issues that thisraises.

Sustainability hasgone from being a‘nicetohave’ to beingincreasingly essentialfor businesses in this sector Customersare asking aboutit, andnot just in atickbox fashion– they really want to getgranular on detail,and they know theirstuff

That wasthe messagethatcameout loudand clearduringanonlinesession theBPMAorganised recently featuring acrack team of distributors.The frank sessionrevealedsomefascinating

ProductMedia Magazine is availabletothe whole promotional merchandiseindustry.

It is theofficial magazine of the BritishPromotional Merchandise Association (BPMA)

13 Next steps

Wheredoesthe merchandise sector go next with sustainability?

20 BCorps

Morepromo companiesare being attractedbythisaccreditation

23 Sustainabilityupdates Thelatestdevelopmentsfrom merchandiseplayers

24 IWDreport

TheBPMA’ssecondIWD gathering focused on inclusion 28 Sustainability &compliance

JennyDawesexplainshow the BPMA helps

29 BPMA Golf Day Industry hittersprepare 33 Technology NFCprovidesaconnectionwith customers

34 Homegrownheroes Supporting British-made merchandise MAY/JUNE 2024

insights into thestate of information available from suppliers versuswhat clients want to know about.You canread aboutitonpage4 of this issue.

Theforum is ahandy scenesetter forthe issue wherewehavespoken to membersabout wheretheyare on theirjourney towardssustainability.The past year hasseenthe BPMA introduce itsgroundbreakingStepForward Pledge which agratifyingnumber of members have already signed up to Now, as thePledgebecomes mandatory formembers,the requirements of demonstrating acommitment to sustainability have become more real.Thisisimportant, notjustasan industry exercise in virtue signalling

BritishPromotional Merchandise Association

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butbecause clients also want it.They toofacegrowing demands– legislative andconsumer– to provethattheytake such issues seriouslywhichputstheir suppliersinthe sightlines.Those who can’tprove that they areonsidecould find themselves bypassed forthose that can. It is an existentialchallenge forthe sector,saysthe BPMA’s newCEO Phil Goodman,who hasnow joined the Associationand onethatheintends to help thesectorfocus on underhis stewardship.You canfind outmoreabout Phil on page 10 of this issueand meet him in thefleshat upcoming events such as theSustainabilityConference and MerchandiseWorld.He’slooking forward to meetingyou

The information conversation

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

Inanage when everypiece of merchandiseisunderscrutinyover itssustainability, thesector will live or diebythe accuracy andavailability of product information

Thiswas themessage at arecent BPMA forumwhich broughttogethera crackpanel of distributorstoliftthe lidonthe challenges that thesector faces when it comes to being able to access this intelligence.

Participants heardthat theindustry faces achallengeinthe face of varyingdegrees of information currently available, at atime

when thereisa drive from endusers to demonstratethe credentials of products in this area. Clientswant to buy, but they will no longerbefobbed off withavague statementabout ‘eco’credentials –they want hardfacts.

Kicking thingsoff with apollasking forfeedback on thecurrent stateofplay, outgoing CEOCarey Trevill said that the forumaimedtoopenafrank andhonest conversation amongstthe membersto explain theimportanceofaccurate, timely information when it comes to theproduct

information made availabletodistributors.

The straw poll found that therewas a mixed pictureonwhatwas provided with only some distributors feelingtheyhad access to what they needed. Thiscan have an important effectongaining, or losing contracts, it wasfelt.

WHERE DOES IT COME FROM?

The subjectofindustrysupplychain has never been under morescrutiny, with more endusers needing andwantingtoknow aboutthe originsofproducts.

BPMA president, and director of Allwag Promotions, Angela Wagstaff said that distributors arereliant on theinformation they receivefromtheir supply chain. While this is straightforward when it comes to issues suchaspricing, they arenow called on forinformation over andabove what they used to be asked for.

“About 60%ofour clients arepassionate about sustainabilityand thereforehave requirements about product information. Buyers arereally starting to knowtheir stuff and arenot afraid to ask questions,” she said.

She described thelast couple of years as “a wake-upcall” forthe industryas clients have become moredemanding on this issue.

“Wehavea programme to grade our products and it’sanightmare because we have to verify information and can’t take anyone’s word forit–weneed endorsements. It’ssuchadiverse product range that full transparencyisdifficult.”

The upshot can be that if asuppliercan’t provide theinformation required then it maymiss out on being included in arange. Providingdetailed product information is impacting speed of response, she added.

CORPORATES WANT TO KNOW

The situation could become existential forthe industryasclients, andtherefore distributors, arenow havingtojustify whey they should be buyingpromotional merchandiseinthe firstplace, said Helen Brennan,Europeanpurchasingmanager at BrandAddition.

Clients have movedonfromsocial and ethical sourcing scrutiny to focusonproduct compliance

“The amountofinformationhas grown, from thingslikeOkeoTex andReach, to bill of materialsfor products. Clients want to know thecomposition of individual products,” shesaid.

Digging outthis detail is time consuming. Oneclient wanted to knowhow muchof thematerial in an aluminium coaster was recycled andittooka week or two to get an initially unsatisfactoryanswerofbetween 20-80%. It took alot moredigging to geta more definitiveanswerof76%

“That informationshould have been thereatthe start. Customerswant the transparencytomakeinformeddecisions about what they arebuying. We’vebeen askingfor transactional certificatesfrom suppliers and that’sa challenge,” sheadded

“Clientsneed informationfor theirown environmental reportingand taxpurposes, as do we.Wedon’t ask to be difficult.It’s neededand should be thereonaquote.”

Brennan saidthat forthe past two years Brand Addition has reportedoncarbon emissions andthat moresuppliersneedto do that,orprovide datathatwecan put into thirdpartyplatforms which will calculateit. Suppliersshould aimfor aone anddone approach so that theircustomers don’t have to come back and askfor additional information, said Trevill

CHANGING MINDSET

Chris DawsonofProject Merchandise said that sincethe distributor was launched threeyears ago supplying only sustainable products, therehas been a shift in theindustry.

“Initially it wasaminefield but the responsefromsuppliers has been abreath of fresh air. Therehas been ahugeshiftin mindsetand more suppliers arejoining us Noteveryone is therebut it’s nowseen as a cost of not doing business,” he said Thereare still examples of less enlightened approaches such as arecent supplier who self-certified. “Theysaid take

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

Forclients, thebenefit of greater transparencyisthat they can trustdoing businesswitha distributor,Dawson added

NETZEROPATHWAY

Asked forawish listthat wouldassist suppliers and distributors, Colette Jeanes of Prominate UK said that existing ESG –environmental, social, andgovernance –headersprovideagoodguide to what is required.

“It can look huge but alot of peoplehave boxes ticked withoutknowing, so lookat what you’re already doing.A lot of this will become required,soyou willhavetodoit anyway,” shesaid. “All companies areonthe NetZeroby2050pathway –you will have to showwhatyou’redoing and it has to start now. ”

Sustainability statementsfromsuppliers aretherefore useful as they demonstrate that distributors work with suppliers who arealigned to their ethos andcompany structures

GLOBAL CHALLENGES

As acompany that operates at agloballevel Paul GoldsmithofEvent Merchandisesaid that sustainability hadtobebalanced with client needsand demands

The provenanceofproducts is important when sourcing,but time constraints sometimes meanthata project might have to rely on airfreightingwhich isn’t great for CO2emissions.

Problemsinthe RedSea areadding delays of threetofourweekstoshipping times presently,hesaid.

Better scoping of projectscould help

Anotherareawhere thereisroomfor improvementisoverstocking. “Weneedto work withsuppliers on this.It’saboutbeing moreopenwithclients,” he added

Some suppliers already have take back schemestohelp with overstocking, and theBPMAhas alinkwiththe AGood Thing charity providinganalternativetosending unwanted merchandisetolandfill.

WHATACCREDITATION IS MORE IMPORTANT?

With so many schemes promising to help providegreater transparency, it canbetricky to know which oneorones to opt for.

Wagstaff said that they areall astep forwardbut youneedtounderstand what they mean. Some basedonthe organisationlevel, whereothersare about individualcompliance,soitdepends onthe conversation with theclient.

Sheadded theprovisothatclients don’t always completely understandthe various options.Manyask forSedexbut don’tknow that youcan sign up quite easily and it’s moreaboutSmeta audits

“Raiseawarenessand don’t be afraid to challengeclients on whytheywantit,” shesaid

Askingfor informationcan leave suppliers

feelingalittleexposed,she admitted.

“In thepast I’ve takenredacted certificates but nowitdoesn’t wash. Suppliers have to trustthat we won’tdoanythingwiththe information other than give it to clients, who arenot goingtobuy direct.”

DIVERSITYISAPROBLEM

With so many product types, it is hard to come up witha standardised methodology or template forassessingproducts. The resultisthatdifferent organisationscan have different approaches whichdistributorsthen have to decipher,saidJeanes,who called for greateruniformity

Wagstaff called foramoreinclusive approach that didn’t aimtocatch products out but work withwhat information they did have

“Weshould looktothe positivesof products that aremorerecycledor recyclable and sell moreofthem. This is work in progress,sodon’t be put off if you can’t provideall of theinformation. Anything is better than nothing– we’reall learning.

Jeanes said that in some areas aless sustainable product mightstillappeal to a client because of itsattributes in otherareas Forexample, an airfreighted item mighthave agoodsocial engagement storytotell if it waspartofNGO initiative.

“Everyone wantssustainablebut they

struggle withother partsofthe ESG story, shesaid.

Dawson addedthat ultimately distributors succumb to aclient’srequest and then it’s up to them whattheybuy

“The beautyand frustrationofthisareais it’ssosubjective.Whatone client thinks is fine, another will consider horrendous.

Wagstaff camebacktothe need to educateclients on theart of thepossible, and also howdifferentoptions stackupin termsofsustainability.

Anearby supplier doesnot necessarily have alowercarbonfootprint than aproduct sourcedfromthe FarEast, althoughthis may seem counterintuitive

With so much complexity, it seems the sustainabilityconversation is still in its early stages.However, from theBPMAforum it is clearthat thereisanappetitefor more knowledge about product provenance,as well as an understanding that thereismuch still to be done

THE PANEL

Angela Wagstaff,Allwag

Helen Brennan,Brand Addition ColetteJeanes, ProminateUK

Chris Dawson,Project Merchandise

Paul Goldsmith, EventMerchandise

PRODUCTS TO in pire YOU

FROM THE be t TRADE SUPPLIERS

London

• Meet 50 key suppliers

• See hundreds of new products

• Discover all the latest eco, green and sustainable items and ranges

• Refreshments provided all day

• Free parking

The show team and exhibitors are delighted to invite you to your local show! We can’t wait to welcome you to see our fantastic and diverse range of promotional products and wearables. Our shows are open to directors, managers, internal sales and admin staff. Anyone involved in sourcing promotional merchandise will benefit in some way by spending quality time with suppliers committed to providing the best possible support to their distributors.

• Our local events mean travel time is minimal, making it much easier for more staff to attend, without too much disruption to day to day business.

• See the current best-selling and latest innovative products and services.

• Have proper discussions with 27 leading suppliers in a less formal, relaxed environment

• Over £1500 worth of special offers only available by attending.

• Parking is free; lunch is provided; refreshments are available throughout the day.

“Taking the StepForward Pledge has been an awakening for us hereatPAGE” Brian Hayward, PAGE Partnership

To champion sustainability in our industry, the BPMA has designed the StepForward Pledge to help every member on their journey,supporting the industry’s sustainable future. Now an integral part of membership, join the businesses already taking the initiative. Find out moreat bpma.co.uk/StepForward-Pledge

ASTITCHINTIME

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

Embroiderycan be traced back to ancient cultures. In China, it dates back to at least theWarring States period(5th-3rdcentury BCE), andit wasusedtoadorn clothing, accessories, and household items

During theMiddle Ages in Europe, embroidery was used to embellishthe garments of royalty andthe church withintricatedesigns in gold andsilver threads, featuring pearls and gemstones.

personalisedorbranded clothing.The raised texture of embroidereddesigns add asense of depthand sophistication to garments. Customisation: With embroidery, youhave awiderange of options, including thechoice of thread colours, fonts,and design sizes This allows fora truly unique looktailored to individualpreferences.

Versatility: Embroiderycan be appliedtoa variety of fabrics andclothing items, from T-shirtsand hats to jacketsand bags

or padded embroidery, are beingusedtocreatetextured andtactiledesigns that add depthand dimensionto garments andaccessories.

Mixing textures: Combiningdifferent embroiderytechniques like beadwork, sequins,orappliqué with traditionalthread embroiderycreates visually interestingand dynamicsurfaces. Whynot mixscreenprint with embroidery?

Morerecently, embroideryisused not only fordecorativepurposesbut also as ameans of branding andpersonalisation.Itoffers severalbenefits when it comes to clothing: Durability: Unlikesomemethods, suchas printing, embroiderywithstands regularwear andtear,laundering, and time without fading or peeling.

Professionallook: Embroideryprovidesa polished andhigh-qualityappearance to

Timelessness: Personalisedembroidered clothing canbecherished foryears to come, making it alasting andmeaningful investmentalongwithcontinuousmarketing impressions.

CURRENTTRENDS

Sustainableembroidery: With agrowing focus on sustainability,eco-friendly embroiderytechniquesare gaining popularity.This includesusing organic threads,upcycled fabrics,and naturaldyes. 3D embroidery: Techniques,such as raised

Personalisation andCustomisation: Monogramming, initials, or personalised messages,remain astrong trend as people seekunique ways to express their individuality throughclothing

Unique threads: Metallic,glowinthe dark, and fluorescence can all enhance embroidery

These trends showcasehow embroidery continues to evolve andadapt to contemporarystyles andpreferences

HappySelling

Clive theclothingand bagguru

NURTURING OURINDUSTRY

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

For someone withapassion for plants, it’stimelythatPhilGoodman takesuphis newroleatthe BP as themerchandiseindustryis demonstrating green shoots.

The new CEO of theBPMAjoins at atime when theindustrycontinues moving in theright direction after thestasis of thepandemic years, but it also faces new and evolving challenges.

Notthe least of these, and “the elephant in theroom”as he calls it, is theindustry’s response to sustainability.

Coming intohis new role as arelative outsider,albeit one who is familiar withthe role of merchandise in themarketing mix, Goodman says that sustainabilityisanexistential issue forpromotional merchandise.

“What we do is theeasiest thing forfirms grappling withtheir own sustainabilitytosay ‘no’ to as they look tackle theirown footprint. They say, ‘D we really need thoseT-shirts, flags and bottles?’”

He adds:“Sustainabilityisachallenge facing everyindustry, butperhaps our industry is more exposed than others. Isee this as an opportunity.

Goodman is clearlyupfor thechallenge of taking over from Carey Trevill who stepped down as CEO in March after four years in post.

Having spent thelast 20 years building his ownmarketing agency, he sold it to Next 15 plcand finally departed about threeyears ago,investing in alandscape design and tree nurserybusiness called Form Plants.

Working with designer Jamie Butterworth themost recent co-presenter on BBC Gardeners' World, they wonaGold medal at Chelsea this year and part of the garden wasselectedbythe King forthe Sandringham estate.

Despitethis passion project Goodman says he wasattracted to theverydifferent challenge of workingwiththe BPMA by

theopportunitytotranslatehis business leadership skills to another organisation.

“For me, theexcitement is the challenge,” he says. “Mybackground is marketing and brand, and morerecently from adigital innovation perspective Ihope to bring these skills to theBPMA, evolving theorganisation intoamore progressive and innovative association in atruly exciting industry.

Having spent theearly part of his career in sales promotion agencies, and completed theInstituteofSales Promotion Diploma, he has been responsible forsourcing promotional merchandise on behalf of my clients in thepast.

The industryhas developed since then and is increasingly challenged to become moreinnovative,present aconsolidated and consistent view to themarketand elevateits role in marketing conversations.

“Weare in an eraofchange and

olution. Brands aredemanding le solutions. They demand this because they knowtheir consumers this. We operateinthe acebetween and it is our responsibilitytoremain relevant and continually innovate,” he says.

“What our industrylooks like in five years’timemight be very different to what it looked likefiveyears ago.Embrace this as an opportunity. Ensure that sustainabilityishard wiredintoyour business and not just abox that youfeel you’ve ticked.”

The good news is that there is agreat appetitefor change and innovation, he adds, and for companies that do gettogrips withsustainability, theopportunities ehuge.

he BPMA, theroleistohelp makethose changesbysetting the forthe industryand making it easier formembers to makethe change

“The StepForward Pledge and the SustainabilityConference aregreat examples of that,and we canlearnfrom other trade associations,” he says. “Every sector is facing this. It’somnipresent.”

As he looks to an exciting future, he hopes to be an approachable and engaging CEO withacommitment to continued improvement forthe organisation. Members will get achance to meet him at upcoming BPMA events, including the SustainabilityConference.

Away from theday job, Goodman professes alove of sport, particularly rugby and football.

“I’ll keep who Isupport to myself as I don’t want to alienate99% of our members beforeI’veevenstarted,” he says.

He’s also akeen swimmer who tries to get in 1,000 metres beforeworkevery day. It seems that although he’s in at thedeep end withhis new role, it’sunlikely he’llbe out of his depth.

NEXT STEPS

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

The BPMA’s first Sustainability Conference last year revealed the hungerfor information on this subject, andthe desiretofind out howtohelppromotional merchandisebefit forthe sustainablefuture.

Ayear on, thesector is set to meet again to take stockofwhere we have got to and what we still have to achieve.

NewCEO,Phil Goodman, has highlighted theexistential natureofsustainabilityfor the merchandise industry. As he puts it in the interview on p10: “What we do it theeasiest thing forfirms grappling withtheir own sustainability to say‘no’toastheylookto tackle theirown footprints. They say, ‘Dowe really need thoseT-shirts, flags andbottles?’”

Ourindustryneeds to stop,think and challenge ourselves in everyaspect of our businesses nowtoensureweare fit forthe future and forour customers. Considering everyaspect of what sustainable business means to BPMA members is central to this year'sAnnual SustainabilityConference.

The conference will armmembers withinformation, insight and actionable takeaways, exploring thegoals we need to addressasanindustryand companies, supply chain resilience, marketing toolsto ensureyou get your sustainable messages right plus AI, research andmore.

Withnetworking, expert speakers, workshops, debateand discussion, it is a must attend event foranyoneinterested in learning moreabout thesustainable future of theindustry.

WHAT’SON?

The daystarts at 9am withanetworking breakfast to fuel theday beforethe conference starts with new BPMA CEO Phil Goodman sharing his vision and summary of theday ahead.

BPMA net zero partners, Planet Markwill be providinganoverviewofwhere the UK is nowinthe current sustainable and economic climate, giving aviewonthe impacts of apossible new Government and what this meansfor 2050 NetZerogoals.

Following this will be Elle Chartres from AdNetZerotogivemembers aunique end user insight intowhere advertisers

areaiming and what thepromotional merchandise industrycan do to meet expectations.

Members will then have achance to get involvedwithour workshop –Stop, Think, Action –aswewelcome back popular speakers Sarah Duncan and Kevin Duncan. Sharing aone-year updateon industry progress, attendees will be asked to contributetheir actions, discuss and debate to agreea wayforward

After this, we welcome regularspeaker Jodie Newman, specialist SME B2B marketer, to lookathow those actions can be takenforward to promoteand progress member business.

After awell-earned break forlunch, the afternoon kickstarts withpowerfulsessions to lookatoverall business sustainability, stabilityand success. Procurement expert MikeLanderwill kickoff discussion of the macrocontext on challenges facing buyers in this marketand whyprocurement’srole is ever morecritical when uncertaintyand risk increases.

Interviewed by Phil Goodman, Mikewill reveal what theKraljic matrix is and why BPMA members need to understand it. Covering negotiation success factors when dealing withprocurement, this deep dive into procurement is an important discussion

everymembershould hear

AI is atopic that we have all hearda lot about this year,and we arejoined by HenrySmithofSentium Consulting. Taking supply chainand product information as his theme, he will be sharing howAIapplied to particularly challengingareas of theindustry can help resolveand open opportunities.

As members know, last year the StepForward Pledge waslaunched and withnow over35% committed and new Pledges being submitted daily,Board Director Melissa Chevin and Phil Goodman will be sharing some of theincredible progress members have made in thelast twelvemonths, explaining whythe BPMA hasmade thePledge mandatoryfor all members.

Wrapping theday up withanexciting member panel to discuss aview from new members coming intothe BPMA andcomments from thefloor,the Conference will set theagenda forthe year ahead.

This is an exciting, as well as a challenging time forthe industry. Likeall sectors of business we arehavingtowrestle withanissue that will define thefuture decades, and it is in our hands now.

n To find out moreabout theconference, go to bpma.co.uk/events.

THEJOURNEY 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 membership, the hard work begins

We ’ 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

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 responsibleindustry 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 thathelps withthis ambition.

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

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

PROCESS AND PRODUCTS

The great news is that evidence abounds that this is happening. Moreand more companies areopting to be part of certification programmes suchasBCorp (see p20), as well as otherestablished markers of acommitment to environmental stewardship

Tancia Group has completed its ISO 14001audit and renewal forthe sixthyear of certification, as it continues its journey towards prioritising sustainable practices, resource efficiency, and wastereduction across all areas of business operations.

The companyisalso introducing moresustainable products including carbon neutral powerbanks in its Chili

Concept range. The Gamma, Theta, and Zetapowerbanks aredurable and stylish withadvanced Li-Polybatteries providing powerfor extended use. Chili is committed to lowering its carbon footprint and has achieved carbon neutralityby 100% offsetting on all of its products. This dedication is reflected in its sustainable manufacturing processes and its innovative use of recycled materials.

Manyother BPMA members are embarking on their own journeys to sustainabilityand all aretaking slightly different routes depending on their circumstances, strategies and objectives. Goldstar introduced its Made Better concept last year in response to growing concern

from customers about environmentalism. The initiative included theformation of a‘GreenTeam’ and ‘Greenwashing Guidelines’aswell as advancements in technology,updates in factoryoperations and reimagined products and packaging that did less harmtothe planet. It launched 57 Made Better products, and its Reborn Recycled Aluminium Penwas awarded the 2023 Innovative Product of theYearGoldby theBPMA.

This issue of Product Media tellsjust some of thestories that areemerging from our industryasitgrapples withthe challenges that change will bring. So far thereare some encouraging results but thereisstill along waytogo.

BRAND ADDITION’SCOMMITMENT TO ENVIRONMENTAL

Brand Addition is undertaking several initiativestoenhance sustainability efforts, focusing on these areas: Carbon and energy management –BA has set atarget to reduce Scope 1and 2carbon emissions by 50%by2030. European facilitieshavetransitioned to operatesolely on renewable energy sources. Forsites based in leased offices or locations whererenewable electricity is not readilyavailable, BA purchases Renewable Energy Certificates (RECs) equivalent to theamount of energy consumed at thosesites. Additionally, BA participates in FedEx’s Carbon Offset programme forUSshipping. Third-partyaccreditations and reporting –comprehensive reporting practices emphasise transparencyinoperations with public disclosureofScope 1, 2and 3carbonemissions in an annual SustainabilityReport. An annual report to theCarbon Disclosure Project (CDP) receivedarating of B, up from Clast year.BAhas also achieved an Ecovadis Platinum rating, putting it in thetop 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 –BAimplements sustainabilitystandards governing its product portfolio,packaging, and wastemanagement practices. Internal guidelines, suchasthe Sustainable Product Standard, Responsible Product Standard, Sustainable Packaging Standard, and Greenwashing Policy, encourage responsibilitythroughout the supply chain.

RESPONSIBILITY

It recently became aTextile Exchange member,isintroducing long-terminitiativestoreduce single-use plastics and increase recycled content in packaging.

Positive impact and peoplecentric policies –interms of social responsibilityBAcontributes to environmental causes through its annual EarthDay Campaign. It also ensures transparencyinreporting on gender pay equalityand promotes diversity, equity, and inclusion.

EarthDay campaign –for threeyears BA has donated aportion of its profits to different environmental nonprofits annually.In2022, thecampaign centred

around forests by partnering withTree Nation. In 2023, thefocus waspollinators by partnering withthe Xerces Society forInvertebrateConservation. This year, thecampaign centred around oceans by partnering withTake3ForTheSea.

Brand Addition workswithbrandsto improvethe sustainable credentials of their products without impacting on qualityordesign. It partneredalarge client to acceleratethe use of responsible fibres suchasorganic cotton and recycled polyester/nylon across an entire clothing range.

In 2022, it delivered211,161 garments forthe brand, of which85% (byweight) of thefabrics were made withorganic cotton or recycled fibres.

It also developed afully recycled beach towelfromablend of 77%recycled cotton and 23% Seaqualrecycled polyester yarn.This is made from 90% recycled polyester and 10%salvaged ocean plastic. Forevery 100grams of the latter,anaverage of 500grams of marine litter is removedfromthe ocean. This initiative helped to remove at least 36 tonnes of marine litter from theocean

BA

SUSTAINABILITYNORMALISED

SUSTAINABILITY NORMALISED

This year’s BPMA Product Awards did not have aspecific environmental category but sustainabilityisabig part of what the judges lookfor withproducts bothinterms of theproduct itself,the processes used in manufacture, packaging, and afterlife.

Withdemandfor moresustainable products coming through from end users, it is no surprise that more and more products makethispart of their USP.Toa certain extent suchclaims arebecoming morenormal and it is increasingly thecase that sustainable products areoften hard to distinguish from their less sustainable alternatives.

In all categories at theawards, there were great examples of innovative use of materials and design to deliversolutions that clients can use to showthattheyare being moreresponsible in all areas of their operations, including thepromotional merchandise.

This year’s Grand Prix winner,The Sweet People'sTreat Box is part of its Eco range and is recycled, plastic free, fully recyclable and made of sustainable packaging. It was one of just manyproducts that showcased howsuppliers arecoming through witha moreresponsible attitude.

In some categories, it has almost become de rigueur to have moresustainable products. All threetop winners in apparel –PFConcept’sKai jacket, XD Connects Iqoniq hoodies, and The Outdoors Company’sCircaloft jacket –boasted recycled materials and/or theabilitytobe recycled after use.

In Awards &Gifting, WCM+A’s wooden and bamboo products have long been known as more sustainable alternatives, but Desktop Ideas’Zens charger showshow recycled elements area moving intoareas liketechnology rPETmaterials arestarting to fe moreprominently in areas sucha &Folders, as shown by winner XD Connects’Dillon backpack.Meanwhile, in Drinkware thereisanotable shift towards spending moreonproducts that will be longer lasting and valued by recipients, suchasGold winner Oldeani’sAkawinsulated stainless steel bottle.

shows how are also into areas like technology rPET materials are starting to featur more prominently in areas such as Bags & Folders, as shown by winner XD Connects’ Dillon backpack Meanwhile, Drinkware there is a notable shift towards more on products such as Gold

However, even in relatively lowspend areas such as Exhibition Products, sustainabilityisdesirable Preseli’spaper lanyard was Platinum winner and wasused at this year’s Merchandise Worldas part of arecycling and repurposing programme.

Stationeryand Writing Instruments are bothareas whichmade early running in producing moresustainable products, so it is not surprising that thesefeatured strongly at theBPMAAwards. Adco, Castelli, and Juniper winning products all have recycled materials in their notebooks and planners, while pens from Senator,The PenWarehouse, and BIC showedhow alternative materials can be used in popular merchandise choices.

The Sweet People pickedupthe 2023-24

BPMA Product Awards Grand Prix forits recyclable Treat Box

CASTELLI GOES CARBON NEUTRAL

Castelli achieved carbon neutralityin February-a significant milestone in its ongoing sustainabilityinitiatives.

The companyadopted asystematic approach with aclear roadmap and a rigorous carbon accounting system to trackand assess emissions. This pinpointed areas withthe greatest potential for emission reductions. Castelli has also introduced new environmental key performance indicators (KPIs) to evaluate

staff involvement and progress.

Recognisingthe importance of compensating forresidualemissions, it made strategic investments in high-qualitycarbon offset projects. As aresult thecompanyhas become‘carbon positive’byoffsetting more emissions(73 tonnes)thangenerated (72.28 tonnes)for theend of 2023

SUSTAINABLEPRODUCTS

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

The Ortisei notebooks use apple discards and wonthe gold awardatthe 2023-24 BPMA awards in thestationeryproduct of theyear category.

Meanwhile, theOceano notebook repurposes discarded plastic bottles into apremium textile fabric cover, while the notebookuses 100% high-qualityrecycled paper pages.

The Samoanotebookismade from 100% recycled paper fibres, 60%ofwhichcome

FIREBRAND AND ECOVADIS

Geiger acquisition Firebrand Promotions has been awardedthe Platinum EcoVadis rating. SteveWickham, procurement director at Geiger,explains howithas helped thecompanybecome sustainably better Whyhaveyou gone forthis accreditation?

EcoVadis is thegloballeading provider of sustainabilityratings forbusinesses, assessing theperformance of more than 90,000 businesses worldwide, so its certification carries themost weight. The assessment covers thefull scope of our business activities too, including environmental, labour &human rights andethics &sustainable procurement. What does EcoVadis tell customers about Firebrand?

APlatinum ratingtellsour customers that we areseriousonsustainability and demonstrateshow we arewalking thewalk andimplementing sustainable policies andpractices in all areasofour operation. It also showshow we are doubling down and making genuine positive steps towards achievingour long-termobjectives for2025and beyond includinga30% reduction in GHG emissions andcarbonneutrality by 2030 Does it give youacompetitive advantage?

Ourpassion forsustainabilityisa win-win. It ensures that our products have thesmallest possible environmental footprint on theplanet while appealing to theshared goals and objectives of our customers at thesame time, manyofwhom have set public targets fortheir ownenvironmental

performance. Responsible purchase of promotional products withverified sustainable credentials is one waythat progress against these targets can be demonstrated. Do customers ask about sustainabilityaccreditation? We areregularly asked to shareour EcoVadis scorecardwithcustomers and in Requests ForInformation (RFI) and Tender responses. In some cases, a strong sustainabilityaccreditation such as EcoVadis is an essential requirement to do business withanorganisation. We aredelighted to be askedtoshare our rating, along withother credentials such as ISO 14001and 9001,asitshows that our customers want to partnerwith like-minded businesses too.

What changes have youhad to implement to gain thecertification?

We had to demonstrateadvocacyon sustainabilitytopics in our industry, to illustrateour position as aleader.Carbon emissions reporting has also become essential and we areincreasing the level of datawemonitor and report for customers. We also had to carry out afull review of 100% of ourinternal policies to ensurethey areinlinewithcurrent best practice and thought leadership, withquantitative objectivesbeing established forall areas of thebusiness. Agrowing focus on Equality, Diversity andInclusion in theEcoVadis assessment also encouraged training to be arranged forour teamsonrelevant EDI topics. We also made significant strides in our climateaction and carbon offset journey withour partners, Ecologi and Climate

from cardboardcoffee cup production with theremaining 40% coming from office and stationerywaste. The Samoanotebooks will be used by delegates at this year’s BPMA sustainabilityconference.

As apaper products business, Castelli has helped raise morethan £1.83m to datefor theWoodland Trust, planting morethan 480,000 trees and capturing approximately 110,580tonnes of CO2withits positive paper purchasing and theCarbon CaptureScheme.

By monitoring and management of energy usage, Castelli has curtailed peak powerdemands. Additionally,a comprehensive packaging audit has reported less than 3% of totalpackaging being composed of plastic as of July 2023, amilestone that hasbeen reported on theNational Packaging Waste Database (NPWD).

Notsurprisingly,Castelli committed to the BPMA’s StepForward Pledge last year and wholeheartedly endorses it.

Wise, and were able to demonstrate genuine positive impact through our tree planting scheme, whichnow has over20,000 trees, and our support of 14 different gold standardenvironmental initiativesaround theworld.

What futurechanges will youmake? We want to continue to expand our rangeofqualified sustainable merchandise products withverified datafrommanufacturers to ensurethat we can continue to meetthe growing reporting demands of our customers fornew datapoints including carbon emissions from manufacture, delivery andfulllife-cycle. Oursupply chain is maturing rapidly in this area tooand a recent surveyofour suppliers carried out in February2024found that 77%had introduced new sustainable materials for products in thepastyear,61% had gained anew social and ethical accreditation and 65%are nowsharing carbon emissions datafor some or all of their product range.

Putthe Binsus

More merchandise companies are looking to BCorp status as away of showing they take environmental responsibility seriously

Once companies makea commitment to being moresustainable, the hardworkstarts. As well as having apathway to improving sustainability, companies want to be able to demonstratetotheir customers, partners, and staff that they arechanging.

Thereare manyaccreditations that claim to do this,and one that has been pickeduponbymerchandise companies is BCorp.

Ryan Askew,managing director of Premier Print &Promotion, whichhas achieved BCorpstatus, says thereare manyoptions, and all have their own focus in particular impact areas such as sustainability, compliance or supply chain working conditions.

“SMETA,Ecovadis, Amfori, 1% forthe planet, UNSDGs, SBTi,Carbon Neutral to name afew.Which oneyou chose will depend on your strategy,your mission, your marketand your offering,” he says. “We eventually decided to attempt certification to bring credibilityand structuretoall thegoodthings we were already doing. Consequently,itwasn’t quiteashardasI wasled to believeitmight be.”

Fluid Brandingdecided to becoming a certified BCorpin2019atatimewhenit wasundergoing abrand refresh, says Fluid brand manager Gemma Richards.

“We’re thefirst UK promotional merchandise companytohavebecome certified,”she says.“Forus, theB Corp movementand valuesperfectly align with our vision of Meaningful Merchandise Exceptional People.We’ve alwaysbeen morethanjustmerchandiseatFluid and being acertified BCorpisour wayofclearly demonstrating ourpurposeand values.”

Another companythathas achieved this certification is Allwag whichannounced its BCorpstatus this year,coinciding withits 25thanniversary.

AngelaWagstaff,Allwag director,says: “Our BCorpcertificationempowers us to further our commitmenttosustainabilityand build trustwithbothour supply chainpartners andvalued customers. We'reexcitedtohave our stakeholders joinusonthisremarkable B Corpjourney.”

Organicclothing companyMantis Worldhas also been certifiedasa BCorp, something that founder and CEO Prama

Bhardwaj describesas“ahuge team achievement that solidifies everything we’vebeen workingonfor over20years andlaysthe foundations forthe continuation of that journey”

WHATISBCORP?

There arenow more than 2,000UKBCorp companies employing morethan81,000 people. BCorps arebusinessesthatbalance profit andpurpose, and arecommitted to considering theimpactoftheir decisions on employees,customers, suppliers, community andthe environment

It is notsolely ameasure of sustainability credentials, butamorerounded look at a company’sentire social and environmental performance, from supply chain and inputmaterials to charitablegivingand employeebenefits. Certificationmeasures howabusinessismeeting high standards of social andenvironmental performance, transparency, and accountability.

Companiesundertake aBImpact Assessment (BIA)whichadds up points across five impact areas –governance, community,workers,environment and customers. Companiesneeda minimumof 80 points to submittheir assessment. The BIA is free to startand givesanindication of wherethe companyisdoingwell, and where change is needed.

Priortogoing down theBCorproute, Premier invested time, moneyand focuson governance, staff,charitywork, supplychain andpolicy, which helped it pick up points when it started theprocess proper.

HOWLONG DOES IT TAKE?

Achieving BCorpisnot an overnight thing and requires hardinput from the management team. Askew reckons Premier spent threemonths completing theBIA and providing evidence, in addition to thetwo years’workprior to applying. It then took 13 months to certify

“Some weeksand months required no input, others were almost afull-time job. I’destimateIspent 20-30full days over theperiod working purely on certification. That’snot including thetime spent preparing thesupportingevidence,” he says.

Thereare also costs involved, from a £250initial submission fee, through possible consultants and anynecessary legal fees,toanannual membership feewhichisbased on turnover. The

tainaBility

certification lasts threeyears before resubmission is required.

WHY BOTHER?

It’sundoubtedly not something to be gone intolightly,but do thebenefits make it worthwhile? BLabs, theorganisation behind BCorps says its research shows several areas whereaccredited companies outperformnon-B Corps.

BCorps sawanaverage growth of 26% between 2017 and2020comparedwith theaverage forall UK companies of 5%, and moreofthem (86%) expect to see growth next year than theaverage (25%).

Companyheadcount washighertoo at 14%compared with1%onaverage, and staff churnwas lowerat8%compared with 16-20% on average. BCorps also performed

better at having women in senior positions and had alower gender paygap too.

Askew says benefits have come through association withacertification that aisheld by agrowing number of companies suchas Innocent, Body Shop,and Gusto. It has also helped withrecruitment, attracting higher qualitycandidates to thebusiness, and has helped thebusiness bothretain clients and attract new ones.

Prama Bhardwaj says that BCorp certification also represents hope. “Atatime when thereare so manychallenges facing theplanet, it shows that thereisafuture forbusiness that can be moreconsiderate, morecollaborative,moretransparent and thesuccesses can be moreequitable. We really hope to encourage others to join us in this journey.”

TAKING THE BROAD

GemmaRichards explains Fluid’sB Corpjourney

HowdoesB Corp relate to sustainability?

Thereare five areasofassessment within BCorpcertification: environment,governance,workers, communityand customers.So, it’s a very holistic assessment andnot just sustainability-focused, although it’sa very importantpart forus.

Arethere specific sustainability commitmentsyou makeasa BCorp?

In July2020, we announced our commitment to becoming carbon netzeroby2030, alongsidemore than 700other certifiedBCorporations. Ourcommitment is 20 years ahead of the2050targetsset in theParis ClimateAccords.B Corp’s Climate Collective is amemberofthe United NationsFrameworkConvention on ClimateChange.

Is sustainabilitybrought up by your clients?

Yes, increasingly.It’snicetobeable to talk aboutitopenly andhonestly without greenwashing.

Do youholdother certifications?

In 2021 we launched ‘A tree with every order’, ourtree-planting initiativewith Ecologi (a fellowBCorp).Through this initiative,our customers arehelping us along theway on ourjourney to Net Zeroand amoresustainable future We’realsoparticipantsofthe UN Global Compact –the largestcorporate sustainabilityinitiative in theworld. It’s acall to companiesglobally to align theiroperations andstrategieswith tenuniversally acceptedprinciples, in theareas of humanrights, labour, environment andanti-corruption, and to take actioninsupport of UN goals andissues embodied in theSustainable Development Goals (SDGs). We have lots of excitingdevelopmentstocome, to help accelerateour journey further

What advicewould yougive to merchandisecompaniesabout BCorp?

We arenow seeing more and more merchandise companies join theB Corp movement,which is great. It takesa lot of continual hardwork to become andremain acertifiedB Corp so be sure that it’s theright fit foryou andyourcompany.It’s definitely nota rubber stamp buta long-termcommitment.

Outdoor &Lifestyle Brand Supplier

All products can be branded with your logo to makeyou stand out from the crowd.

SOWING THESEEDS OF GROWTH

Sow Easy has teamed up withtextiles company Screenworkstolauncha new product aimed at companies looking to demonstrate their commitment to nature.

The plant and seed merchandise business has developed aswing tagwhich is produced using seeded paper

The tags can be cut intoany shape forthe client.

The tags contain wildflower seeds so thecustomer can drop

them intosoil, waterthem and wait fornaturetotakeits course.

JamieGray, sales director of SowEasy said: “We’re always interested in finding new and innovative ways to work withpartners to find ways we can introduce our products. Screenworkswanted to offer their distributors atoolto highlight their clients’own green messages and initiatives, and our seeded paper swing tags are agreat fit.”

Fluid Branding’sA Tree with EveryOrder initiative has reached thelandmarkofplanting 100,000 trees.

Launched in August2021, thetrees areplanted as part of Fluid’scommitmenttobeing CarbonNet Zeroby2030.

The BCorpplants atree intoverified and sustainable tree planting projects across theglobe withevery order it receives, reducing its impact on theplanetasthe trees mature.

Fluid has also supported theprevention 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 forcountries worldwide.

JonBirrell, Fluid’smarketing and sustainability director said: “Our aim with this campaign wastoplant trees responsibly through apartner we can trust and to makethe scheme inclusive forall of our customers to drive maximum engagement We’vegot lots of exciting sustainabilityplansfor thefuture to buildonthis achievement.”

Kingly

Kinglyhas been named Green Companyofthe Year at theBizX Awards in recognition of itsdedicationtosustainabilityand environmentalstewardship.

The awardceremonywas heldinLiverpooland saw thousandsofentrepreneurs congregatetoexplorecuttingedgestrategies forbusiness growth andcustomer acquisition.

Hosted by TV presenter Stephen Mulhern,the event’sguest speakers, included Dame KellyHolmes,marketingexpert DonaldMiller,Michael Heppell,AndyBounds,and Brad Sugars

BizX is an annual gathering that serves as aplatformto help business owners across diverse industries propel their enterprises towardsuccess.

Kingly said theaward wastestament to its ongoing commitment to sustainabilityand environmental responsibility, and would encourage it to redouble its efforts.

Local Support

Contact Details

Please contact amember of our local support team for advice on any matter related to debt and credit management

London and South

David Barker

dbarker@directroute.co.uk 07766545871

Midlands and East Anglia

KenBrown

kbrown@directroute.co.uk 07795214426

Wales and North West

Ian Jenkinson ijenkinson@directroute.co.uk 07860 197476

North East,Scotland andNorthern Ireland

MikeCollins

mike@accountassyst.com 07866 427363

picksupGreen award

INSPIRINGINCLUSION ON IWD

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

MeetinginBirmingham on 2024’s IWDof8March,BPMA members joined to hear from keynote speakers and discuss howthe industrycan embracedifference. Witha strong theme, theday encouraged members to consider,discuss anddebate what a worldfreeofgender bias,stereotypesand discrimination could reallylook like,and how difference can and should be valued and celebrated.

Invited creative industry speaker, Kevin Exley from Unherded focused oninclusion forcompaniesthrough hisworkonADHD, while SME HR specialist, AmandaHenderson from Thread HR,lookedathow inclusivity

could be fostered.The agenda wasset to explorejust howour businesses can recognise thoseincrediblesuperpowersin their people and whya well-rounded view makes fora richer work experiencefor all.

INDUSTRYSURVEY

Starting theday with anetworkingbreakfast to fuelthe dayahead, thesession kickedoff with asummary of aspecial membersurvey forIWD undertaken by theBPMAto lookat diversityand attitudes to gender.The survey wasa precursor to awider member survey to be issued shortlytolookatthe diverse makeupofmembercompanies.

BACKING WOMEN

Noting thepresence of women in the workplacewas proventohavea greater impact, theBPMAalso backed the inclusion of womenfromsupplychain throughto decision making.Italso reminded attendees of theveryimportant role and responsibility ourindustry hastoensure marketing and communicationsare consistentlyfreeof stereotyping whetheritis in promotional materials, internallywithinthe industry,orto end users

Beforethe results were revealed, the BPMAshared someof the benefitstoinclusivity at work whichincluded how companies can demonstrate executive leadership commitment to gender equality, embracing acultureofdiversity, equity and inclusion. Highlighting theneed to forge a female hiring pipeline from early careertoexecutive level, this also coveredthe valueofflexibleworking arrangements for staff and providing formal avenues to addressany concernsofbias.

BPMA shared some of benefits to inclusivity

Presentingthe overall picture,and hosting theevent on theday,outgoing BPMA CEO Carey Trevill explained theimportance of thepromotional merchandiseindustry’s role in providing external support forwomen’s advancement,the need to monitor progress and outcomesfromdiversity initiatives and howweshouldall participatein external validation of progressive employer practice Askingmemberstoparticipateinthe membersurveycomingout shortly, shethen revealedthe surveyresults.

COULDDOBETTER?

With just under100 members taking part, the survey wasrepresented by 80% of members whoused thepronounshe/her and20% whoused he/him, with93% describing themselves as straight and7% describing themselvesasgay, bisexual or pansexual. Asking arange of questions oninclusivity, diversity,genderbiasand pay, thesurvey

showedthatwhilethe industry generallyisfelt to foster inclusivity (47%) alarge numberwereunsure (32%). Overall, 59%felt we needed to do moretofosterinclusion and 54% indicated theBPMAitself should be doingfar more in this area.

When considering thediversity in ourbusinesses,most(69%) indicatedthe companythey worked in representeda diverseworkforce with62% saying they had adiversitypolicy in place. Butwhenasked about female leadership,47% didnot seeenoughevidence in theindustry, 23% were unsureand only 31%feltfemaleswerewellrepresented enough, leading to 59%stating theindustry needed to have greatergoals to encourage more females in senior roles

GENDER PAYGAP

NEURODIVERSITY

Kevin Exley’skeynoteexploredneurodiversity andheopened by asking theaudience what percentage of theUKmight be neurodivergent.Exleysaidthe UK figure was 15%, compared with 24%inthe room who identified as neurodivergent, with another 16%unsure.

WHATMEMBERS SAID ABOUT DIVERSITY

“….your boardisfour womenout of 14.This is probably an accurate reflection of theindustryinterms of senior leadership management.”

“I suspect we do have agender pay gap…but Idon’t know.”

“The BPMA needs to set thegoals and targets to address diversityin our industry.”

“The BPMA should identify thepay gaps and inequalities.”

Turningtopay,members were askedabout whetherthey sawagender paygap,60% were unsureand whilst31% said yes, this wasanareaidentified as needing further exploration, with66% also unsureifpay equityexisted. Positively,members reported taking part in roles in their businesses which promotedfemale leadership (47%)and female empowerment (44%). Asking wherethe BPMA should be more involved, thecallfrom theroom wastolookatpay gaps, inequalities and to do moretoset diversitygoals. Sharing some of thecomments on the day, Trevillexplained therewouldalwaysbe work to do

Going on to talk about ‘disorders’, Exley pointedtothe negative connotations of this type of label forthose who present differently to others. He explained how neurodiversitymeant thereisnoone type of brain and that cognitive differences aren’t deficits and aren’t ‘inferior’to neurotypical brains.

To illustrate thepoint,hepointed to ‘disorders’wecommonly maysee as problematic canbethe ingredientsthat makeuphighfunctioningteams. Usinghis ownADHD as an example, this meanthe wasexceptionally creative, innovative and wasabletohyper focus on keytasks.

Coveringarange of conditionsfromOCD (organisation andcreativeattention to detail) to autism(efficiencyand logical thinking),

DON’TJUST TALK THE TALK

Organisations need to base their good intentions on inclusivityonsolid foundations, says Amanda Henderson Thereare an almost infinitenumber of ways that inclusivitycan be improved. Speaking to BPMA members for IWD,Iwas able to focus on practical tips and steps that could be taken within organisations, focusing on the recruitment, communication, growth and reward parts of theemployeelifecycle.

Sadly,for women, nearly everyfemale experience is challenged by thetraditional ways of working. We arestill in aworld wheremanyemployees feel embarrassed to ask foracompany’smaternityor menopause policyfor fear it will affect howtheyare treated. Onesimplechange is to makepolicieseasily accessible as a foundational step

Managers and leaders should be trained to be empathetic to thefemale experience and able to have quality and supportive conversations withtheir teams. They also need to be empowered to take appropriatesteps to support their teams. Icommonly find that managers andleaders arewell intentioned but nervous to have conversations with

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

Policies and handbooks areagreat opportunityfor an organisation to show that they arewalking thewalk. It rings incredibly false if leaders talk about caring but their policies areinflexible and operateatastatutorylevel.

Policies should be written in away that balances fairness and being able to addressindividual needs. Employees deserve to be treated as individuals, and therealityisthat no two pregnancies are thesame, forexample.

Thread HR offers whitelabel and bespoke policyand handbooks. For some businesses, having even statutory policies in place and available is astepin theright direction. We workwithmost clients on aretained basis so we areable to upgrade and embed an organisation’s approach to inclusivity.

•Amanda Henderson is managing director, Thread HR

“Thereisdefinitely amuch stronger efforttohavewomen at the forefront, alot of very successful women in leading positions/business owners, howeverthere is stilla huge elementofsexismand misogyny.”

“I'm prettysurehiring is made without discrimination and without aprior ‘ticksheet’, purely on merit and presentation.”

“It still feels averymaledominated industry.”

“I feel theindustryisbecoming aware, but not acting on it.”

members were takenthrough atypicalteam scenariotoshowhow theadditionofthose with differencesmaketeams more flexible progressiveand creative

PRACTICAL STEPS

Amanda Henderson then took thestage to speak about howthe theorycould then be applied in practice foremployers when considering all theinformation Exley had shared. Taking members through the ways to engage, motivate and inspire employees, Henderson shared useful tips on howweshould nowinterview and progress employees through our companies, providingaguide formembers to use to ensuretheywereableto recognise and avoid pitfalls when reviewing suitable candidates.

Withmanyemployeerights now changing, Henderson impressed on theaudience theneed to be awareof howweask questionsand theneedfor clearcommunication, particularly when considering thediverse needs of any workforce. Citing theresultsofthe survey, Amanda encouraged members to participate in diversity and salarysurveys to support theBPMAidentifyingwhere thegapsare –and howthis canpositively reinforce goalsfor theindustry

INDUSTRYDEBATE

Aftera coffee pitstop,the BPMA interviewed amember panelwhich included Helen Dyl ofTanciaGroup,ChiaDuViviers of ClipperInterall,Josh Haftel of Nadel andBen Whibley, ManicMerchandise.

Panellistssharedtheirviews on inclusivity at work andtheir views on female leadership,

with both personal andprofessional experiences which hadshaped their careers andbusinesses forthe better.Withexamples rangingfromleadingfemale bosses overthe yearstohow havingchildren had helped shapeparental policiesintheircompanies. Passionatepoints were discussed by allwith astrongmessage to supportwomen in the promotional industry

Afterthis, members were splitintofive groups to discussa rangeoftopicstofurther thesurveypoints on fostering inclusivity, howthe conceptofdiversityimpactsour businesses, thedrive to putmorewomen in senior positions, payinthe industryand workingenvironments.

THE TASK AHEAD

Feeding back,the groups described theneed to share thebest practice, pointing to how well theindustry sharesand collaborates providingapowerfulplatformtomove forward. By championingdiversity,members wanted to seehow theBPMAcouldalso move theneedleonfemale representation With arallyingcry to ‘buildour women up’, all felt therewas work to do to help theindustry progress more

Afterthe positive energy coming from members attending theevent,the nextset of data comingfromBPMAondiversity will doubtless seegreat engagement from thefemale contingent in membership Commentingatthe event,Trevill notedthe women in theindustrygenerally didn’t need convincing of theneedfor progress and how more male industryrepresentativesshould getinvolved. Nowa regular fixtureinthe BPMA calendar,PMwillbekeepingaclose eyeonthe industry’sprogress.

BPMA’S TREVILL ADDED TO WOMEN’S POWERLIST

Outgoing BPMA CEO,Carey Trevill wasnamed in the2024Powerlist of Women in Trade Associations, whichwas launched on International Women’sDay 2024

Put together by Trade Association Forum, theConfederation of British Industry (CBI), and theFederation of Small Businesses (FSB),the Powerlist champions theroleofwomenin tradeassociations, celebratingtheir achievements and encouragingthe nextgeneration of womeninto the associationsector.

The list wascompiled from over200 public nominations, and aselection panel from theTrade Association Forum. The CBI andFSB hadthe task of selecting the100 women that make up thelist.

Careysaid: “Huge thanks to those who putmeforward forthis, Trade AssociationForum CBIand Federation of SmallBusinesses (FSB)who had theunenviabletask of judgingthis –doublydelighted to seesomany incrediblewomen here (and many familiarfaces)...quitesomething to be considered as part of this.Thank you. ”

The awardcomes as Carey steps down from here position at the BPMA whereshe hasbeen forthe past four years, developingthe Association’ssupportresponseto Covid, relaunching theeducation package,and formulatingthe BPMA’s StepForward Pledge fora more sustainable merchandisesector.

THANKS TO OUR SPONSORS

Theevent wasgenerously supported by Platinum sponsors, PremierPrint &Promotions,and WCMA, Equity sponsors, PromoTrade,BioLaboratories, Simple Sourcing, Castelli Milano 1938, TableTop sponsor, The BigPromotional Trade Show,NotebooksponsorAdco andPen sponsor Senator.

BE THEDIFFERENCE

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

QWhen did youjoin theBPMAand what is your role?

A Istarted at theBPMAinSeptember 2023 and Iamresponsible forthe association’s sustainabilityand compliance projects. Iworkwithotherdepartments aiding business growth in these areas.

QDo members have alot of concerns about sustainability?

A When theright information isn’t available it can jeopardiseend user faithinwhat our industryisselling. With end users asking formoreand moredetails aboutevery aspect of materials, footprint, and methods of delivery,availabilityof information on demand is critical and not being able to give enough information can mean alost contract –and importantly,lost business forour sector

Q

Howcan youhelpmembers in their quest to be moresustainable?

A Following thelaunchofthe StepForward Pledge,Irun supportsessions monthly to advise anyone taking their Pledgeor considering taking thePledgeand to answer questions. We also runone-on-one sessions to supportmembers on sustainabilityand complianceissues

QWhat advice would yougive to members?

A Join theStepForward Pledge. We see moreand moredistributor members

being asked howthey as abusiness are approaching thesubject of sustainability from theirclient base. The StepForward Pledge is aBPMA-led initiative helping members take proactive steps to improve theirsustainabilityperformance, accelerating thepace of changetowards amoresustainable futurefor our industry.

QWhat sort of changes do you notice members making to become moresustainable?

AAdopting Renewable Energy: Manymembers aretransitioning to renewable energy sources suchassolar, wind, or hydro powertoreduce their carbon footprint and dependencyon fossil fuels.

IMPLEMENTING ENERGYEFFICIENCY MEASURES: Members areinvesting in energy-efficient technologies and practices to minimise energy consumption in their operations, leading to savings and environmental benefits.

REDUCING WASTE: Association members areimplementing strategies to reduce wastegeneration, increase recycling efforts, and minimise landfill disposal. This includes composting, wastesegregation, and packaging optimisation.

SUSTAINABLESOURCING: Membersare increasingly sourcing rawmaterials and inputs from sustainable and responsibly managed suppliers.

WHY SUSTAINABILITYMATTERS

As an industryassociation,itiscrucial forBPMAmembers to understandthe impact of sustainabilityonthe industry.

Sustainabilityisa critical aspect that affects thelong-termviabilityand reputation of businesses across all sectors, including ours REPUTATION AND BRAND VALUE: In today’sincreasingly conscious consumer market, sustainabilityhas become asignificant factor influencing purchasing decisions. Consumers aremoreinclined to support brands that demonstrateacommitment 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 themarket.

REGULATORYCOMPLIANCEAND RISK MANAGEMENT: Governments

and regulatorybodies worldwide are implementing stricter environmental regulations and standards to mitigate theadverse effects of climatechange and resource depletion. Failureto comply withthese regulations can result in legal consequences, fines, and reputational damage.

COST REDUCTION AND EFFICIENCY:

Sustainabilitypractices oftengohand in hand with resource efficiencyand wastereduction. By optimising energy consumption, minimising waste generation, and adopting eco-friendly production processes, BPMA members can lowertheir operational costs and improveoverall efficiency.

SUPPLYCHAIN RESILIENCE AND STAKEHOLDER ENGAGEMENT: Consumers, investors, and other stakeholders aredemanding greater

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

CARBON EMISSION REDUCTION: Members aresetting targetsto reduce their carbon emissions and implementing measuressuchas carbon offsetting, emission trading, and adopting low-carbon technologies.

EMPLOYEE ENGAGEMENT AND TRAINING: Members areeducating and engaging their employees in sustainability initiatives, fostering acultureof environmental responsibilityand innovation.

TRANSPARENCYAND REPORTING: Manymembers areenhancing their transparencybydisclosing environmental performance dataand sustainability practices through reporting frameworks.

transparencyand accountability throughout thesupply chain. BPMA members need to collaboratewiththeir suppliers and partners to ensureethical sourcing practices, fair labour conditions, and environmental stewardship Building resilient and sustainable supply chains not only strengthens business relationships but also enhances trust and credibilityamong stakeholders.

LONG-TERM BUSINESS VIABILITY: By embracing sustainable practices, BPMA members can future-proof their operations, adapt to changing market dynamics, and seizeopportunities for innovation and growth.Sustainable businesses arebetter positioned to weather economic uncertainties, attract investment, and contribute positively to thewell-being of society and theenvironment.

Swing

TWHEN YOU’RE WINNING

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

he BPMA Golf Day2024returns on 27 June 2024 at theever-popular NottinghamshireGolf& Country Club,the East Midlands’most prestigious golf destination.

Alwaysawell-receivedevent, theGolf Dayisopen to bothBPMAmembers and non-members and their teams, so feel free to pass this on to anyaspiring golfers within your company.

This year’s event will featurearange of competitions throughout afun dayout withindustrycolleagues.

The ticketincludes access to the Championship and Signaturecourses and theformat of theday is:

■ Meet forcoffee/tea and bacon rolls

■ Teeoff on The SignatureCourse for 9holes

■ Lunchofsandwiches and chips

■ Teeoff on The Championship Course for18holes

■ 2-course eveningmealwithawardsin The Lakeview Restaurant.

Members and guests must ensure that they arewearing theappropriate golfing attirewhile on thegolfcourse. The full dress code is available on the Club’s website.

Golf buggies can be hired for£25 per round. Thereare alimited number available,

so please letus knowassoon as possible if youwould likeone reserved.

ACCOMMODATION

Onsiteboutique hotel, Residence at The Nottinghamshireoffers accommodation from only £99 per room, per night forthe BPMA event.

Sponsorship forthis event is nowopen and is on afirst come, first servedbasis. Please contact membership@bpma. co.uk formoreinformation on securing a sponsorship opportunityatthis event. Contact theEvents Team at theBPMA withany questions, on 01372 371182 or events@bpma.co.uk.

SUSTAINABILITY CONFERENCE 2024

5thJune2024 | Crowne Plaza, Marlow

Be part of your industry’s sustainablefuture. Last chance to bookfor this must attend event.

TICKETSAVAILABLE NOWVIA BPMA.CO.UK/EVENTS

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TAPINTOMERCHANDISE

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

Near Field Communication (NFC) is awireless technology that allows forthe exchange of data between devices overashort distance, typically less than 4cm.

over a short

Developed in theearly 2000s, NFCisbuilt upon radio-frequency identification (RFID) technology, enablingtwo-way communication between electronic devices. This technology is embedded in many modernsmartphones and tablets, making it easily accessible to a wide audience.

NFC’sconvenience and ease of use aremaking it anew and potentially pivotaltoolintransforming marketing strategies and promotional marketing. Marketers leverage NFC to createinteractive experiences that engage consumers more directly and personally and when implemented intoaproduct can have eyeopening effects.

SMARTMARKETING

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

NFC MERCHANDISE

communicate with clients, prospects and NFC tags inside brands can provide customers with a wealth of information or their phone near the product.

From smart posters that offerexclu content witha tapofaphone to NFC-enabled speakers, powerbanks, keytags, pens, charging cables or business cards, these applications deliveradditional marketing opportunities and immersive experiences forthe consumer and innovative returnoninvestment fo themarketer. NFCopens up new forcreativityinpromotional marke

From smart offer exclusive NFC-enabled power banks, for the consumer and innovative return on investment for the marketer. NFC opens up new avenues for creativity in promotional marketing.

adds to the marketer but loyalty by creating an product experience. Such

Similarly,smart promotional products arestarting to transform theway marketers can communicatewithclients, prospects and colleagues. By embedding NFCtags inside products, brands can providecustomers withawealthofinformation simply by tapping or hovering their phone near theproduct. This approach not only adds value to themarketer but also fosters brand loyaltybycreating an interactive and informative product experience. Such NFC-enabled advertising could emarketing campaigns more engaging, measurable, and effective

EVENTS

NFC technology has a driving force behind the surge in revolutionising the way consumers interact with services and brands. Amid growing concerns for hygiene contactless payments have the norm, a swift and extends payments, a wide range of applications such as ticketing, access control, and even such as

The advent of NFCtechnology been adriving forcebehindthe su contactless solutions, revolutionisi wayconsumers interact withservices brands. Amid growingconcerns fo ne and efficiency, contactless payments become thenorm, offering aswift securetransaction method.

This transition extends beyond yments, encompassing awiderange of app suchasticketing, access control,a interactive marketing campaigns suchas competitions, product launches and HR announcements.

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 incorporate NFC are making

that incorporateNFC tags aremaking it possible forbrands to connect with consumers in moredynamic ways.

Formarketers, theadoption of contactless technology opens up innovative avenues forengagement, allowing forthe creation of interactive content that consumerscan access witha tapoftheir smartphone. The rise of contactless marketing solutions signifies ashift towards moreintuitive personalised interactions between businesses and consumers.

Forinstance, interactive POS equipped withNFC tags can be placed in strategic locations, allowing shoppers to taptheir NFC-enabled smartphones against thepoint of sale to access exclusive content, such as recipes, product info, movie trailers, or discount coupons.

This not only enhances theconsumer's experience but also increases thelikelihood

could make marketing measurable, and effective

NFC technology has transcended security applications to become a powerful marketing tool venues. At events, NFC-enabled wristbands or badges can not only streamline entry processes

such as access to or functionality not security but also opens up novel marketing opportunities, enabling event organisers immersive, interactive engage participants.

NF hnology has transcended its initial securit pplications to become apowerful mar tool in events and venues. NFC-enabled wristbands or can not only streamline entry ocesses but also enhance attendee experiences through personalised interactions, suchasaccess to exclusive content or activations. This dual functionalitynot only heightens securitybut also opens up lmarketing opportunities, enabling ganisers and brands to create immersi ,interactive environments that rticipants.

In summary, the use NFC technology in marketing and marketers to the forefront

summary, theuse of NFCtechnology ting and promotions helps mar to stand at theforefront of digital innovation, offering new and unique opportunities forenhancing connectivity, engagement, and personalised experiences.

As NFCcontinues to evolve,its potential to transformeverydayactivities into immersive,interactive experiences promises to further redefine thelandscape of modern marketing. It’satechnology to lookintoto makesureyour client is fully informed.

Watchthis space and taphere.

● Matt Pluckrose is managing director of Desktop Ideas

Britishmanufacturing

Homegrownheroes

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

Around ayear ago,Iwas asked to writeafeaturefor this very magazine about eco-friendly merchandise, and theposition 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 TotalMerchandise, we’reproud to fly theflag forBritish manufacturing and thefantastic suppliers that sitwithin the sector.Our position wascemented in Januarywhen we were votedthe winner of theBriman AwardinCoventry, as selected by the16members of the Briman Group

Butonce theglitz and glamour (not to mention tequila rose hangovers) of the BPMA Awards had subsided, theone thing that remained wasour pridetohavebeen selected as the2024champions of this part of theindustry. To sayit’sanhonour is an understatement.

BACKINGBRITISH-MADE

Around 15%ofour current active range has made-in-the-UK origins, withour product team ensuring that we offer aBritish alternative to our most popular products. We’renot jumping on abandwagon or trying to get involvedinatrending topic; it’saconsistent part of our work

British manufacturing in themerchandise industrystands foreverythingfrom

exquisitecraftsmanship to showing support forthe local economy. There’s also thefaster lead times and lowercarbon footprints, as well as theopportunityto work withlong-standing (and in some cases) family-run businesses. It all adds up to makeacompelling, story-richargument forchoosing homegrownproducts.

PRICEMATTERS

However, faster lead times and lower carbon footprints can’t alwayscompete withthe bottom line. Arecent customer surveyweconducted reiterated that price remainsthe most important factor forour client base (particularly in the current climate), witheco or sustainability credentials slightly lowerdownthe list of

what they lookfor when considering their next order

Manyoverseas suppliers can offer cheaper prices due to thesizeoftheir workforces and thecost of thematerials. On thecontrary, there’sanassumption that the world-renowned reputation of UK-made items means that they come witha price tagtomatch

But as withall assumptions, they’rethere to be provenwrong. Moreneeds to be done –fromus, from other distributors –to ensurethat thevirtues of British-born merch aretalked about. We’reproud to be Briman winners but we’reevenprouder to be Briman supporters.

● Jason O’Connor is managing director of TotalMerchandise

BUYINGBRITISH BOOMS

Preference forBritish products has risen by 21%for businesses overthe past year withconcernfor theenvironment being one of thetop drivers

Asurveyofbusinesses andconsumers by trade bodyMade in Britain foundthat thefactors that hadthe biggest impact on buying British sentiment among UK companies were “tohelp theBritish economy/support Britishjobs” (68%) and environmental reasons(62%).

Amongcompanies that have a procurementtarget forBritish-made products,the average target is 48% of all

goods purchased. This showsayearon-year increase of 40% froma year ago when theaverage procurement target for British-made products was34%

Theresearch foundthat half of Britishconsumers (50%) prefer to buy UK-manufactured products overimports andmorethanhalf (51%)ofthosewho prefer to buy UK-manufactured goods said they arepreparedtodosoeven when they costmorethan imports

The research polled 2,000British adultsand 1,000 companies across thecountry

Esta