PromZ Vak 4 · 2026 · English edition

Adjusting marketing communication can improve sales of promotional textiles and workwear

Moreover, positive experiences have a reinforcing effect. Doubts about quality, style, or price diminish, leading to a subsequent purchase being made sooner. This means that the marketing approach for new and experienced users can differ.

According to Toebast-Wensink, young people are influenced by price, friends, influencers, and online networks, among other factors. In addition, emotions, identity, and the ability to express one's own style are important motives, even for sustainable clothing.

Marketers are missing the mark

It is striking that providers of sustainable clothing themselves indicate that they know users are primarily driven by style, price, and attractiveness. Yet, they primarily communicate about sustainability, environmental benefits, and ethical production. Potential customers are presented with rational arguments, whereas purchasing decisions are often driven by personal relevance, emotions, and immediate benefits.

Toebast-Wensink therefore advises providers to link behavioural science insights more strongly to marketing communication.

Tesla as an example

In addition to being an associate professor of marketing at the Amsterdam University of Applied Sciences, Kostelijk is the owner of The Value Compass, a strategic marketing framework that maps human values ​​for distinctive brand positioning. Together with Benitez Burgos, he developed the Green Value Compass for green brand positioning.

According to Kostelijk, marketers must appeal to various buying motives. He cites Tesla as an example. “Tesla doesn't actually communicate anywhere that they are green. They communicate about an innovative car, something new, something special. And that is what people go for. The fact that buyers are simultaneously doing something good for the environment is a side effect.”

The Green Value Compass distinguishes three value patterns. The first group is driven by care for the planet and society: the classic target group for sustainability communication. The second group primarily values ​​caring for one another, with values ​​such as honesty, reliability, and responsibility. The third group links sustainability to personal growth, innovation, creativity, and identity. By aligning communication with these, more buyers can be appealed to.

Promotional textiles and workwear

Within promotional clothing and workwear, too, marketing can go beyond technical product information and certifications. Business buyers and end-users are sensitive to quality, appearance, comfort, identity, and social appreciation. By linking sustainability to concrete benefits for organizations and users, the message becomes stronger.

Janine Röling, founder of Collectief Circulair Textiel and team manager at Fair Resource Foundation, sees great potential in a broader approach. According to her, marketers do not need to focus solely on the small group that naturally chooses sustainable products. This group is already reached by sustainable brands. The profit lies with other buyers. “Sustainability in itself is not a convincing selling point,” says Röling. “Buyers primarily choose based on price, quality, appearance, and lifespan. Only when that foundation is in order can sustainability be an additional argument. As long as sustainable products are more expensive, environmental benefits do not carry enough weight for many buyers. Therefore, emphasize quality, longevity, and attractive design. Let sustainability be a valuable addition, not the sole reason for purchase.”

According to her, even sceptical buyers can be convinced. “It is precisely people who care little about ‘climate’ who can be appealed to with higher quality, a longer lifespan, a good investment, and attractive design. It is about a complete story that makes a sustainable product desirable.”

Price remains a determining factor

Fair Resource Foundation wants to support producers and distributors in better marketing sustainable clothing. Nevertheless, price remains a decisive factor. Röling: “That is why our priority lies primarily in improving the business case. We are committed to systems that make sustainable products more competitive in price. If that succeeds, effective marketing will also become easier.”

The lesson for providers of promotional textiles and workwear is therefore clear: do not sell sustainability as a standalone ideal, but as part of an attractive total product. Start with quality, comfort, appearance, durability, and price. Then let sustainability be the argument that adds extra value to the choice.