ASI's Counselor® Magazine has chosen reusable straws as its 2019 "Product of the Year"
In the bustling world of retail and fashion, a significant shift towards sustainability is underway, and reusable straws are at the forefront of this change. According to Michael Scott Cohen, CEO of Harper + Scott, these eco-friendly alternatives have become a popular choice within the industry.
This trend is reflected in the data from ESP, the industry's largest and most accurate promotional products sourcing and marketing tool. Year-over-year searches for "reusable straws", "stainless steel straws", and simply "straws" increased by 402%, 294%, and 271% respectively in 2019, making them among the top five biggest product search increases of the year.
The industry's embrace of reusable straws is not limited to data alone. Brands like Starbucks and American Airlines, as well as numerous restaurants across America and Europe, have started to discourage the use of traditional plastic straws and encourage the use of alternatives to reduce plastic waste.
The Advertising Specialty Institute (ASI), the publisher of Counselor magazine, has noted the environmental movement and the millennial and Gen Z demographics' embrace of sustainability as key drivers of this wave of plastic straw-shunning. There are currently 275 suppliers in ASI's ESP carrying reusable straws, ranging from metal and glass to bamboo options.
C.J. Mittica, the editor of Counselor magazine, announced that the magazine has named reusable straws its 2019 Product of the Year. This award, which is a testament to the industry's commitment to sustainability, is a significant recognition for the reusable straw market.
Michael Scott Cohen emphasises the importance of not just the product itself, but also the story behind why a company is giving away a reusable/sustainable product. This sentiment is shared by Michele Bell, head of ASI's editorial department, who believes that the environmental movement and the shift towards sustainability are here to stay.
With a market value of $24.7 billion, the promotional products industry is making a significant contribution to the global sustainability efforts. As the voice of the promotional products industry, the award-winning Counselor magazine continues to lead the way in recognising and promoting sustainable products like reusable straws.
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