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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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.

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 [email protected].)

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: 

Jay – How about your perspective?

JAY

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

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 gathering the voices, values, and visionaries who are redefining what “sustainable” really means in the branded merch, print, and apparel industries.

This summit is about moving past greenwashing and getting real about what works—and why it matters.

Theresa, would you like to add to that?

THERESA: One of the things I want to highlight is how perfectly this summit aligns with ASI’s strategic partnership with PRINTING United Alliance, where we’ve been emphasizing the growing convergence between print, promo and apparel for the last year or so. Cassie and I have been working together closely on content sharing and joining projects, including our monthly Branding Together podcast, so collaborating on a sustainability-focused summit was a no-brainer.

Also, last year I went to the Sustainable Brands conference and one of the things they emphasized is how sustainability requires collaboration (“coopetition”) between companies to effect real change, so banding all of our organizations together to talk about this topic makes so much sense. [Also, promo, which has traditionally been such a collaborative and collegial space, should be ripe for these kinds of sustainability discussions and initiatives.]

Terry: I don’t want to forget to mention that Cassie with the Apparelist is a major planner and contributor to this event. Cassie’s youngest son has a major presentation himself today that we could never ask her to miss.

Theresa, talk to us about some of the subject matter we’ll be covering.

THERESA: We have a variety of panel discussions planned with some great industry experts. The panel I’m moderating is all about “Why Transparency Matters” – how honest storytelling, clear sourcing and ethical choices build trust and business.

Another panel – moderated by Cassie – is on “Why Certification Matters – Breaking Down the Standards.” She and her guests will be breaking down the labels, logos and language behind sustainable merch and how to use them with confidence. 

We’ll also be talking about how “sustainability sells.” It’s a candid conversation about meeting client demand, driving revenue and doing the right thing. 

Jay, what’s the format for the event? What should attendees expect to experience?

JAY: The summit is a virtual, fast-paced two-hour event happening June 10 at 1 PM ET / 10 AM PT.

It’s packed with:

This isn’t a snooze-fest. It’s designed for doers—people who care about merch and meaning. You will walk away with fresh ideas, practical tools, and renewed clarity… AND hopefully 100+ new friends in a related industry who feel the same way as you do about making a difference!

Aaron: We’ve talked about the what, but let’s talk about the who. Jay, who will be offering keynote presentations?

JAY: We’re excited to welcome voices who bring both strategy and soul to the conversation:

More voices will be part of the panels, but these keynotes anchor the event with inspiration and practical direction.

Theresa, a lot of names I recognize speaking on the panels. Who will we hear from on these discussions?

Terry: We haven’t talked about this yet? Our listeners are large shops and small shops. Who is this event geared to? Who should attend? Jay?

JAY: This summit is for anyone who touches branded merch, apparel, or print, and wants to do it better. Large shops, small shops, business owners, business leaders, distributors, decorators, suppliers, sales reps, brand marketers—if you’re wondering:

This is your space. No gatekeeping. No guilt. Just real people sharing what’s working.

It’s all about collaboration and creating an opportunity for impactful conversations and sparking change. 

Aaron: Theresa, will the attendees have an opportunity to interact and ask questions? How will that work?

Theresa and Cassie monitoring the chat.

Absolutely. Cassie and I plan to monitor the chat throughout the event, so we can make sure people’s questions are addressed and answered. 

Terry: Jay, you’re our marketing and branding guy. Give us the details and make that final pitch to attend.

JAY: If we want to change the industry, we have to change the conversation and emphasize why this matters

The Sustainable Merch Summit isn’t just another webinar—it’s a rally cry.
We’re bringing together the voices, values, and visionaries who are challenging the status quo and redefining what sustainable really means in the world of branded merch, print, and apparel.

This is for the makers, the marketers, and the merch nerds who want to do better—not just say better. You’ll hear real stories, practical strategies, and no fluff. It’s fast-paced, interactive, and full of the kind of insights you can actually use.

And look, let’s be honest—if it ends up in the trash, it wasn’t sustainable to begin with.
The most impactful branded merch is the kind people actually want, use, and keep.

So if you care about staying relevant, building trust, and creating merch that matters—this is where you need to be.

It’s free. It’s virtual. It’s happening June 10. Let’s show the industry why this matters.

Date: Tuesday, June 10, 2025
Time: 1:00 PM ET / 10:00 AM PT
Location: Virtual and FREE to attend. Registration is required 

Register: https://bit.ly/4lWQNqm

Aaron: In closing, what would you say to someone who still sees sustainability as a ‘nice-to-have’ instead of a ‘need-to-have’?

Terry: Thanks to both of you for coming on the show today. Tell our listeners how they can reach out to each of you.

Theresa, we’ll go to you first.

Linkedin: https://www.linkedin.com/in/theresahegel/

Instagram: https://www.instagram.com/theresa_hegel_asi/ 

Email: [email protected]

ASI’s sustainability hub: www.promofortheplanet.com

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