The promotional products industry's uncomfortable question:
Do we want to make money
or do the right thing?
Part 3/3
“In the long run, I firmly believe that sustainability will prevail.”
When our CEO, Jan Hedenborn, talks about the future, he often returns to the same fundamental belief: sustainability and profitability go hand in hand.
“Interest in sustainability often reflects the overall economic climate. When times are good, there is more room to prioritise more sustainable alternatives. When economic conditions become more challenging, price often takes centre stage again. But the long-term direction is clear – expectations for responsible business practices are increasing.”
A significant part of our work involves educating, reminding and challenging – internally, among our suppliers and among our resellers.
For example, all our suppliers have signed a chemical policy based on the EU's REACH chemicals legislation.
“We have been working systematically with chemical management and product controls for many years. Testing, risk assessments and follow-up throughout the supply chain are a natural part of our work,” says Jan.
Our Marketing Manager, Catrin Josefsson, describes sustainability work as an ongoing process without a final destination.
“That is also what makes our work so varied and interesting – constantly facing new challenges and trying to solve them in practice, not just on paper. They say that challenges help us grow, and I believe that is true. And yes, we certainly encounter resistance sometimes – it's part of the process.”
It is difficult to predict exactly what sustainability work will look like in the future. Progress is driven by research, market developments and new customer requirements.
“Recycled materials are an area where we see great potential. For certain materials, using recycled raw materials can result in a significantly lower climate impact compared with virgin raw materials. That is why we aim to make the transition wherever possible, provided the materials meet our quality requirements.”
AD Company has already taken several concrete steps. All new cotton products are now sourced using recycled cotton, and over recent years we have transitioned our umbrella canopy fabrics to recycled polyester.
At the same time, it is not always as simple as switching materials.
“For example, we could use recycled metal in umbrella shafts, but at present, the corrosion resistance does not meet our quality standards. Sustainability often involves balancing different factors and making decisions that stand the test of time.”
Waiting for legislation is not an option.
“We don't wait for slow regulatory decisions. If we believe something is unacceptable – such as the use of PFAS substances, several of which have been linked to serious health and environmental risks – we choose to eliminate it. Even if it has not yet been banned. And we hope that more companies in our industry, as well as our customers, will do the same,” says Jan Hedenborn.
“In the long run, I firmly believe that sustainability will prevail.”