Polyconcept North America (PCNA, asi/78897) wants to make it easier for promotional products distributors to offer sustainable and socially responsible products to their clients, which is why the Top 40 supplier launched the ProudPath platform this week.

During an hour-long webinar on Thursday, April 21, “Creating Change for the Better,” PCNA executives explained in detail what the platform consists of and why the supplier is committed to being a leader and role model in the sustainability space.

“I believe that it’s time for positive change in our industry,” said CEO Neil Ringel. “It’s time to reimagine what we’re doing today and commit to a better tomorrow. Collectively, we’ll shape a future that will make us all proud.”

According to Liz Haesler, chief merchandising officer at PCNA, sustainability concerns have reached a tipping point, citing stats like: 81% of global consumers feel strongly that companies should help improve the environment, 66% of consumers would spend more for a product if it came from a sustainable brand, and 40% of millennials have taken a job because of the company’s sustainability initiatives. She also noted that 77% of consumers are motivated to purchase from companies committed to making the world a better place.

“This movement extends way beyond sustainability to include social responsibility,” Haesler said. “Millennials are trying to be responsible citizens, and they expect the same from corporations.”

Because consumers tend to prioritize different areas of sustainability and social responsibility, PCNA has broken down its ProudPath product assortment into five categories. “We want to make it easier for you,” Haesler said.

Purpose Partners are PCNA’s retail brand partners that are B Corporations or have strong environmental and social improvement programs, including companies like Hilana, Day Owl, tentree and Klean Kanteen. “These brands are all in,” Haesler says.

The second category, Brands that Give Back, consists of retail brands that make a difference either by donating a portion of sales to nonprofits or by starting their own nonprofit. Companies in this category include Thule, CamelBak and Skullcandy. The brands are also working to improve sustainability of their products and packaging where possible.

“It’s going to be very difficult for Skullcandy to create a 100% sustainable product,” Haesler said, but noted that the electronics brand has a “relentless passion to reduce packaging waste.” Skullcandy has pledged to keep 1 million pounds of waste from entering landfills by the end of 2025 and is already almost halfway to its goal.

The third category is Owner Diversity, and PCNA singled out some of the brands it partners with that are women-owned.

The fourth category is Responsible Sourcing, and Haesler pointed out that many of PCNA’s products have third-party certifications from organizations including BLUESIGN, the Forest Stewardship Council, the Global Recycling Standard and others.

The final category is Eco-Friendly and Sustainable Products. “This is all about products that are made better for the planet,” Haesler said. PCNA offered 19 sustainable products in 2019 and now has well over 300 such products in 40 different categories, she added.

Haesler noted that about 29% of the firm’s current portfolio consists of sustainable products overall, but in terms of new product development that percentage jumps to 40%. “Almost all the apparel we’re launching is considered sustainable,” she said. “We’re making a pretty big shift from where we’ve been to where we’re going.”

PCNA has also made deep investment in inventory to ensure stock levels of ProudPath products are sufficient, with Haesler noting that the supplier has the highest inventory levels it’s had in a “very, very long time.”

The new ProudPath platform is also about helping distributors meet clients’ expectations and guide them toward more responsible product choices, so it includes a digital hub that has customer testimonials, a customizable digital flip-book that distributors can put their own logo on, marketing materials and blog content to peruse.

“This is really an opportunity for you to educate your customers,” Haesler said. “We look forward to our ability together to build a better tomorrow.”

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