Sustainability trends are difficult to pin down precisely. There is no question that sustainability will continue to rise in 2026, but it may not be evenly across the board. The biggest gains will take place where regulation plays a larger role. That’s not to say that consumers are not passionate about the ecological effects of their products. Our Product Power consumer research for 2026 revealed as much: • 76% of consumers say sustainability influences whether they keep or use a product. • 49.3% say it increases their trust in the brand behind the item. • More than 62% prefer products made from recycled or eco-friendly materials. • 27.9% say a product that is perceived as “not sustainable” feels cheap or low quality. But those consumer sentiments are not necessarily lining up with buyer requests, at least according to PPAI’s 2025 distributor research: • Only 33.3% of distributors say clients regularly ask for sustainable options. • 54.2% say ESG or product-origin questions are still rare. At the moment, supplier feedback mirrors this: • Only 17.5% of suppliers say sustainability is a top buyer priority. • 22% say they are not seeing sustainability requests at all. • However, when requests do appear, they cluster in high-visibility categories such as bags (21.6%), apparel (17.6%) and drinkware (17.6%). But if the sustainability trend is not accelerating sustainability efforts in promo, compliance is. Just over one-third (34.4%) of suppliers report increased requests for documentation, testing, PFAS disclosure and ESG materials. Trend 5 Sustainability Is Growing In Tandem With Compliance Demands Prediction: Sustainability momentum will be strongest in areas with regulatory exposure, higher brand scrutiny and formal ESG documentation requirements. A trend is one thing, but regulation is just about unavoidable once it’s set in motion. Promo firms have proved to be adaptable and able to comply with reasonable standards. PPAI expects firms to be in a position to focus on: • Verified materials and testing, especially where PFAS or chemical restrictions apply. • Responsible packaging, driven by EPR laws and corporate sustainability goals. • Traceability and documentation for government, healthcare and ESG-sensitive buyers. • Durability and reusability, which support both environmental impact and brand perception. • ESG-aligned gifting and onboarding, where sustainability increasingly appears in RFPs. “Based on validated, third-party research, PPAI will focus in 2026 on providing more accessible tools and education for our members on the regulatory risks they face in the sustainability space, as well as case studies to leverage the success of initiatives in circularity, carbon reduction strategies and material innovation,” says Elizabeth Wimbush, PPAI’s director of sustainability and responsibility. Auping is the senior news editor at PPAI Media. Just over one-third of suppliers report increased requests for documentation, testing, PFAS disclosure and ESG materials. 46 • JANUARY 2026 • PPAI Must Read | 2026 New-ish Trends
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