UCLA Transportation giveaways featured in the photo include some thoughtful and useful items tied to the Bike Week event such as a bicycle repair kit, bottle, and tire lever.
Free “swag” or “advertising specialty” or “promotional products” are a common way for an organization to increase brand awareness while building customer relationships. This past year, UCLA schools and departments gave away nearly 2 million units of swag, and – while the desire to share UCLA’s spirit through gift giving is well-intentioned – there is increasing concern about how much of these items end up in the landfill.
The main issue is that many swag items are made from non-biodegradable materials and for short-term consumption. Commonly distributed swag falling under these categories include stress balls, keychains, silicone bracelets, and other tchotchkes. With their short lifespan, these items quickly find themselves in landfills where they take hundreds to thousands of years to break down. Not only does this produce harmful effects on the environment, but the sellers of swag items do not manufacture the items in their own facilities. Rather, they purchase their goods through networks of manufacturers whose identities and locations are not made transparent, increasing the chances of labor and human rights violations.
Cheap, ‘throwaway’ items that are made under unknown circumstances fail to effectively achieve their purpose of building positive brand visibility and lasting relationships. UCLA aims to be a leader in sustainable practices; therefore, our practices and any giveaways should reflect that.
Instead of automatic giveaways to every visitor or attendee, consider engaging people in an educational quiz or game before they receive an item or have people enter a drawing for a giveaway, rather than automatically giving away items to everyone. You can also consider giving away an experience like a tour or tickets to an event rather than a physical item, or a gift membership to a nonprofit museum, garden, or cause that aligns with your mission.
If you do decide to purchase any swag, here are a few questions to ask yourself when purchasing swag to ensure it is both meaningful and sustainable:
- What is my desired goal/outcome?
- Swag is mainly used to raise brand awareness and connect an organization with its audience.
- When selecting swag, it is important to determine what message(s) you hope to convey to your audience, and strategize how it can be delivered through your swag.
- Additionally, consider whether that swag will connect with your consumer beyond the initial moment. Swag which exhibits value, intention and longevity provides an incentive for the recipient to keep the item, thus reducing waste while building brand recognition.
- Will people want this?
- Another way to prevent swag from polluting our environment is by selecting desirable products or experiences. Research the trends that your audience enjoys, and explore ways to sustainably incorporate them into your swag to avoid a surplus of unwanted items.
- For example, as opposed to giving away cheap, plastic water bottles to advertise athletics, recognize the high demand to attend games and consider giving away free tickets instead. Experiences are a great, sustainable alternative to physical swag as they can create memories without producing waste or taking up excess space.
- Is this functional/useful?
- Students have expressed a desire for useful items when it comes to giveaways. Reusable swag such as tote bags and books provide a function for the receiver beyond just being a free gift.
- Functional swag helps deter the item from collecting dust or being tossed into the landfill, and it becomes a valued part of the daily life of the recipient.
- Can I make this swag more sustainable? Or, is there a more sustainable alternative?
- Finally, once you have decided on a swag item, consider if it matches campus standards for sustainability. The UCLA Single-Use Plastics Policy outlines UCLA’s commitment to eliminating single-use plastics on campus by both affiliates and non-affiliates.
- Request product sellers to minimize or eliminate plastic packaging from orders, if possible. Look for companies who prioritize manufacturing using biodegradable/eco-friendly materials and reducing their carbon footprint. Collaborating with organizations who align with your sustainability standards assures that the swag you receive will share those standards.
- Furthermore, UCLA’s Green Events Certification Guide provides guidelines for throwing eco-friendly events, including tips for purchasing sustainable swag.
Please remember that University Policy 110 requires authorization for use of the UCLA name and marks by campus organizations through the Request to Use UCLA Marks and that only UCLA Licensed Promotional Products companies are used to sell these items. UCLA licensees have signed contracts requiring strong workplace and human rights standards and to self-disclose as much as they know about the identity of the suppliers of the products they sell. A list of UCLA- licensed promotional product vendors identifies which sellers have earned B Corp sustainability certification and which licensees qualify as small, local, and diverse business enterprise ownership companies.
With these tips, you can reduce swag and help make UCLA’s giveaway items both spirited and sustainable!