Rethinking Merchandise: How Brown Paper Tickets Encourages Useful, Sustainable Event Takeaways

Merchandise once symbolized the lasting impression of an event, a physical token to take home and wear or use. Today, that impression is shifting. Audiences want the purpose behind every piece, especially when sustainability is top of mind. Event organizers are responding by rethinking what merchandise means and why it’s offered at all. Platforms like Brown Paper Tickets, which offer seamless tools for event planning and execution, support this shift by helping organizers reduce unnecessary printed materials and direct energy toward more thoughtful guest touchpoints. With digital systems and smart tracking, the focus can move away from giveaways and toward lasting value.

Instead of defaulting to bulk orders of t-shirts or plastic lanyards, planners are now asking what their audience truly needs. The answer varies, but the theme remains, such as quality, relevance, and sustainability, to win over mass production and filler. Thoughtful giveaways, like digital gift cards, reusable items, or locally made products, leave a more meaningful impression without creating unnecessary waste. This shift reflects a deeper awareness that every item handed out is a reflection of the event’s values.

The Shift from Volume to Value

Traditional event merchandise often emphasizes scale, such as cheap, branded items distributed widely in the hope of lasting visibility. But the impact of this strategy has waned. Behavioral science shows that people form stronger memories around experiences and usefulness, not logos.

Branded tote bags, keychains and notepads rarely get used more than once. They may serve as a short-term promotional goal but often end up in storage or in a landfill. When attendees receive items that don’t align with their lifestyle or values, the message becomes noisy. In contrast, when merchandise is curated for function or emotional value, it enhances the overall memory of events. It becomes part of the story, not just an object.

Aligning Takeaways with Experience

Thoughtful merchandise reflects the event’s purpose and the audience’s interests. For example, a mindfulness conference might offer reusable journals or digital meditation downloads. A sustainability summit might provide a refillable coffee cup made by a local artisan. The item isn’t just something to take. It becomes an extension of the event’s themes.

Planners who focus on relevance are more likely to create connections. A well-chosen item becomes a conversation starter, a reason to share the event socially and a reminder of the message long after it ends. It also reduces waste. When guests value what they’re given, they keep it. When they don’t, the event becomes associated with clutter.

Practicality as a Design Principle

Merchandise doesn’t have to be flashy to be memorable. In fact, utility often drives a stronger brand recall than novelty. Water bottles, tech organizers, or notebooks designed for daily use hold more value than one-time gimmicks. That doesn’t mean style should be ignored, but when design supports functions, guests respond better. A bamboo charging dock that fits on a desk says more about your event’s value than a branded stress ball ever could.

Durability also plays a role. A quality item used 100 times has a significantly lower footprint per use than ten low-cost trinkets. This shift in thinking leads to fewer units but more impact. When paired with a story, such as sourcing locally or supporting a social enterprise, the takeaway carries meaning beyond its form.

Leveraging Data to Deliver What Matters

Offering better merchandise requires better insight. Planners can’t guess what attendees want, but they need to ask. It is possible by embedding preference fields into the registration process. Guests can share interests and needs or opt in to specific takeaway types. It not only improves satisfaction but streamlines logistics. Knowing what guests want in advance reduces overordering and ensures that each item finds a home.

It also gives planners the option to segment their audience. A speaker might receive something different from a first-time attendee. A volunteer might get a locally made item that ties into their role. When merchandise becomes part of a data-driven strategy, not just a line item on a budget, it becomes more powerful and more sustainable.

Beyond Products: Offering Experiences and Access

Merchandise doesn’t always have to be physical. Many events are replacing traditional takeaways with experiences, exclusive content, or cause-based rewards. It could mean a free download of a speaker’s book, early access to a related webinar, or a donation made in the attendee’s name. These options eliminate physical waste while still delivering a sense of value and recognition. 

Behavioral science supports this model. When guests feel they’ve received something unique or impactful, even if intangible, they assign it higher emotional worth. It is especially true when the offering aligns with personal values. For example, a climate-focused event that plants a tree for every attendee creates a stronger story than any branded mug could.

Telling the Story of Sustainable Choices

When merchandise is intentionally minimal or entirely digital, it helps to tell attendees why. Transparency builds understanding and pride. If guests know the event avoided 500 pounds of waste by rethinking merchandise, they’ll view the event more favorably.

Planners can communicate these choices through signage, opening remarks, or follow-up emails. These messages shift the narrative from “cutting costs” to “investing in the right places.” They also encourage attendees to reflect on what they truly need and begin to expect this level of intention from other events they attend.

Giving Guests a Say

Choice matters. Instead of preloading merchandise into bags, some planners now let attendees choose whether they want a takeaway, and what kind. This opt-in model reduces waste and increases perceived value. Guests are more likely to use what they select for themselves, and fewer items are left behind. Platforms like Brown Paper Tickets support this with customizable registration flows that collect preferences early, helping planners order what’s needed and nothing more. When attendees feel empowered to choose, they also feel more respected, making the gift more meaningful, regardless of the size.

Partnering With Vendors That Share Your Values

Rethinking merchandise also means rethinking who produces it. Working with local makers, fair-trade suppliers, or mission-driven brands turns a simple item into a story. It supports the community, reduces shipping emissions, and allows for greater customization.

Guests who receive something handmade or ethically sourced feel the care behind it. That connection deepens their relationship with the event and encourages them to support those vendors beyond the experience. When possible, events can highlight these partners through digital directories, signage, or QR codes. The takeaway becomes more than a product, but it becomes a relationship.