Sustainability isn’t a buzzword or a “nice to have” anymore. Instead, said Laura Smith, director of sustainability and compliance at Storm Creek (asi/89879), “it’s becoming the baseline, and it’s shaping buying decisions.”

Laura Smith of Storm Creek (asi/89879) discusses the importance of vetting suppliers for sustainability during a session at PPAI Expo.

During an education session at PPAI Expo in Las Vegas on vetting suppliers for sustainability bona fides, Smith backed up those claims: 88% of CEOs believe sustainability will be crucial for long-term profitability, according to Deloitte. And 99% of CEOs plan to maintain or increase their sustainability commitments, according to a 2025 study by the United Nations Global Compact and Accenture. In addition, buyers are shifting their spending toward products with environmental and social claims, according to a McKinsey study.

With that in mind, Smith said, it’s important for promo companies to stay informed on regulations and understand whether sustainable claims are backed by data and third-party certification – or if they’re mere greenwashing.

“As distributors, you’re the bridge between brands and buyers, so knowing what’s real and what’s marketing helps you build trust and stand out in the crowded market,” Smith added.

Look out for vague or unsubstantiated claims and misleading imagery, she suggested. Examples might be a company using terms like “eco-friendly” or “green” and peppering a product or website with green leaves and nature photos to give the impression of sustainable sourcing without including specific certifications to back it up. Smith also advised promo pros to look out for untrustworthy and misleading certifications; do a little digging and ask questions if something doesn’t seem quite right.

Smith also shared a six-part sustainability checklist to help distributors vet their suppliers.

1. Certifications: Does the supplier have credible third-party certifications (such as bluesign, FSC or GRS)?

2. Transparency: Is there a published sustainability or impact report?

3. Goals & metrics: Are there measurable sustainability goals for reducing carbon emissions, waste and water use, for instance?

4. Supply chain: Does the supplier disclose its sourcing practices or Tier 1 suppliers?

5. Compliance: Is the supplier aligned with recognized standards, such as EcoVadis or the United Nations Global Compact?

6. Communication: Can the supplier provide a clear and timely answer to distributor questions without resorting to jargon?

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