This week on the 2 Regular Guys Podcast, we’re joined by Jay Busselle from the Branded Merch Network and Theresa Hegel from ASI to discuss a topic that deserves more attention across the industry—sustainability. We’ll explore why so many leaders in our space are dedicating serious time and energy to creating sustainable solutions and how these efforts go far beyond a single event. Along the way, we’ll highlight the upcoming Why It Matters: Sustainable Merch Summit and what attendees can expect from this free, virtual experience. Whether you’re a solo decorator or running a large production shop, this conversation is packed with insight into why sustainable merch isn’t just a trend, it’s a necessary shift for the future of our industry.

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News

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https://www.youtube.com/watch?v=mwwvG5PgRxc

Dad Joke

Aaron: Terry, I know we are known for our world famous Dad jokes, but if we could refrain from any about cars please.

Terry: Why is that?
Aaron: Because they are exhausting.

Sustainability

Aaron: Welcome to the show today Jay and Theresa. You’ve both been on the show enough times that we don’t need introductions. But I want to dive right into this topic of sustainability. Sustainability is a big buzzword these days. Why is this conversation so urgent for our industry right now, Jay?

JAY: Because we’ve run out of time to treat sustainability like a side project.

Our industry—promo, print, apparel—is built on physical products. And that means we’re in the hot seat. We can’t ignore how things are made, the resources used to make them, where they come from, or where they end up. More buyers are demanding better answers. More brands want to align their merch with their values. And if we can’t provide answers—or worse, if our answers feel hollow—we lose relevance.

This isn’t just about being green. It’s about building trust, staying competitive, and doing business that aligns with people, planet, and prosperity.

Theresa and how is this playing out in the promo world?

THERESA: I would agree with everything Jay said. I’ve been writing about sustainability in promo for the last three years (www.promofortheplanet.com) and we’re increasingly seeing suppliers step up, by publishing annual impact reports – sharing detailed data about the progress they’re making.

There are also more options out there for sustainable products – whether it’s a tote bag with a digital product passport, detailing its sustainable supply chain, notebooks made from certified recycled materials or a reusable water bottle that helps fund ocean cleanups or has some other robust giveback element. (As part of Promo for the Planet, we have a regularly updated list called the Do-Gooders Directory, where we publish suppliers’ and distributors’ giveback programs, corporate social responsibility initiatives and sustainability certifications. … And if you’re not on it, but think you should be, reach out to me at thegel@asicentral.com.)

I think we still have a long way to go as an industry – there’s definitely a lot of greenwashing happening, either intentionally or due to lack of education – but we’re heading in the right direction.

Terry: Before we get into the upcoming summit, can you both tell us from your vantage points, what are the biggest misconceptions decorators or promo professionals still have about sustainable practices Theresa?

THERESA:

“Sustainability just means eco-friendly”: We often break it down to the triple bottom line of people, planet and profit. The social aspects of sustainability – how we treat workers, how the community at large is affected – is just as important as whether an item is made of recycled materials. Sustainability is a much bigger tent than many people realize.
“You have to be perfect right away.”: Sustainability is a journey. It’s more important to be authentic and transparent about what you’re doing and where you’re still falling short than to get everything “right” at once. I think the first step really is to get a good baseline of your impact – energy usage, water usage, etc. – so that you can meaningfully track your reduction efforts.
“Who cares where items come from?” Traceable, transparent supply chains are important, not just for sustainability reasons, but also for business risk management. Think about big brands’ logos ending up in fast fashion dumping grounds in places like Chile or Ghana. Or apparel makers not realizing they’re using cotton sourced from forced labor.
“There’s a tradeoff between sustainable items and quality.” – Historically, there’s been something that’s referred to as the “sustainability liability,” the idea that manufacturers had to make quality tradeoffs to make it more sustainable and cost-effective. But that’s definitely not the case today, especially when there are so many more product options that are durable, high-quality and also have a great sustainable or giveback story to tell.

Jay – How about your perspective?

JAY

There are a few, but here are the big ones:

“It’s too expensive.” Not always true. Many sustainable options are cost-competitive, especially when you consider the lifetime value of a better-quality product that gets used longer and creates better brand impressions.
“No one’s asking for it.” Maybe not in those exact words—but they’re asking for better. Better merch, better messaging, better sourcing. Sustainability is part of that equation, even if it’s unspoken.
“It’s just about the products.” Nope. Sustainability lives in your process, packaging, printing methods, supplier relationships, marketing, and it even helps attract and hire new employees.

We’ve got to stop thinking of sustainability as just another product on the shelf… I’ve learned that it’s not a line item, it’s a mindset. The real impact happens when it’s baked into how we source, create, print, deliver, and share the transparent story behind our merch.

Aaron: Let’s dive into the upcoming summit we have teased a little bit, Jay, let’s start with you telling us how Why It Matters: Sustainable Merch Summit was born. Maybe it’s in the title.

JAY: The summit’s roots go back to the Why It Matters video series—created and named by Jeff Solomon. Jeff took the lead on this project, conducting about 20 deeply honest interviews with industry leaders who don’t just talk about sustainability—they live it. Those stories sparked something bigger.

Together with ASI, Apparelist, 2 Regular Guys, and the Branded Merch Network, we decided to expand the reach and create a live event that could bring those voices to even more people.

Because let’s be clear—this isn’t just a webinar. It’s a rally cry.

We’re gath...

Why Sustainable Merch Matters: Beyond the Summit