With sustainability top of mind for marketers at industry events, is it time to put an end to throwaway swag? Our new immersive feature with Tony’s Chocolonely explores the future of branded merch.
Photo by Xiao daCunha on Unsplash
More than 8 in 10 marketers (82%) from The Drum’s LinkedIn community say sustainability factors into their decision-making when it comes to event merchandise – and yet, SWAG (stuff we all get) keeps piling up.
Tote bags, plastic pens, throwaway tees have long been a staple of the marketing circuit but as expectations around brand experience evolve, so too must our merch drawers.
In a new feature from Tony’s Chocolonely and The Drum, we explore why marketers are beginning to question the real value – and impact – of branded swag in 2025. From landfill to legacy, the piece unpacks how a new wave of purpose-driven, sustainable gifting is taking hold – and what it means for B2B brands and event planners alike.
“We believe corporate merch should be both meaningful and sustainable,” says Mark Howard, head of digital & e-commerce at Tony’s Chocolonely, which is swapping plastic giveaways for personalized, Fairtrade chocolate bars that won’t go to waste.
Is edible branding the future of swag? Dive in to explore the full feature article now with a checklist for how to turn merch from a forgettable freebie to a brand-building moment.
Tony's Chocolonely
Tony’s Chocolonely is an impact company that makes chocolate, committed to ending exploitation in cocoa. And not just the cocoa in our chocolate, but in all chocolate...