The promotional products industry's uncomfortable question:

Do we want to make money
or do the right thing?

Part 1 of 3: “Sustainability matters on paper, but not always in the heart.”

Jan Hedenborn, CEO of AD company, admits to feeling somewhat frustrated – but far from discouraged – when it comes to talking about sustainability.

“In many ways, I feel like I'm repeating myself year after year, even though the issue is more important than ever,” he says, with undiminished determination.

The word “sustainability” appears everywhere – in the media, in political debates, in businesses and in people's everyday choices.

“Twenty-five years ago, we hardly talked about sustainability in the way we do today. Today, we talk about it a great deal, but at what level and with what understanding?”

AD company made an early decision to prioritise sustainability and has spent years working to combine responsible business practices with commercial development.

Rather than viewing sustainability efforts solely as a cost, the company has made them part of its long-term business strategy.

As demand grows for suppliers who can demonstrate responsible business practices, AD company has experience, established procedures and control processes to build on. This creates opportunities for new business and strengthens the company's ability to compete.

“Many companies in the promotional products industry claim to be working with sustainability and proudly display various certificates. Yet I still find the level of knowledge alarmingly low in many cases, and ultimately, it often comes down to price anyway. Unfortunately, if companies can make more money without taking responsibility for sustainability issues, many will take that shortcut,” says Jan Hedenborn.

Catrin Josefsson, Marketing Manager at AD company, has been part of this journey and has witnessed the developments first-hand.

“For many, sustainability matters on paper, but not always in their hearts or in practice.”

Catrin explains that for resellers facing financial pressure, it is not always an obvious choice to select a product that costs two Swedish kronor more, even if it has been manufactured under monitored working conditions, has a documented carbon footprint and has undergone extensive chemical testing.

“Sometimes people need reminding that a low price can come at a cost, too. And they should use that as a selling point – to encourage wiser choices, create value and sleep a little better at night,” she says.

AD company's sustainability work has received recognition over the years, most recently in early 2026 when the company received the “Sustainability Award of the Year” from the industry association Product Media Association. Meanwhile, the everyday dialogue with resellers and other stakeholders continues, with questions of quality versus price often taking centre stage.

Jan and Catrin agree:

“We welcome the debate and firmly believe that responsible business practices and profitability can go hand in hand.”

Don't miss the next article, Part 2 of 3: “What is morally right? The reality becomes clear in the factories.”