What’s “Brand Fill” and How It Affects You and Your Client’s Bottom Line

Brand fill is a big issue in the promo industry. While this isn’t anything new, industry pros are shining a brighter light on it because of its negative impact on Mother Earth—and the promotional industry’s reputation.

Even if you’re new to the term “brand fill,” you’re probably aware of the problem it describes. Brand fill is a reference to the cheap, useless and unwanted merch that’s given out to people, which usually just ends up getting thrown away and building up landfills – contributing to the ongoing pollution of our planet. 

“One way to help prevent cheap T-shirts’ from becoming brand fill is simple. We educate our customers on the overall ROI of spending a little bit more money up front on a better-quality shirt.”

Megan Erber, Outside Sales Manager at S&S Activewear

And of course, the demand for these low-hanging-fruit products perpetuates the cycle. That includes fast fashion’s manufacturing process that only adds to the negative effects on the environment. (And we’ve watched H&M and Forever 21 get torched in the media for their fast fashion manufacturing practices.)

On the PromoKitchen podcast, Jamie Mair, chief growth officer at Spector & Co, said that “People see ‘branded stuff’ as junk, because there’s too much brand fill that’s being made and given out. We should be focused on selling products with purpose. Instead, there’s so much brand fill and fast fashion that it’s irresponsible, and not sustainable. We clearly see the implications in the supply chain and environmentally.”

Continue reading “What’s “Brand Fill” and How It Affects You and Your Client’s Bottom Line”