Sustainable POP marketing

Sustainability is no longer just a trend – it has become a necessity, including in POP marketing. The question is how effective sales promotion can be implemented in ways that both protect the environment and reinforce a brand’s message.

At the point of purchase (POP), decisions are often made within seconds. A display either catches the eye or it doesn’t. A message sticks – or disappears into the visual background noise. For a long time, POP marketing was guided primarily by one principle: maximum attention at minimal cost.

Sustainability, if it played a role at all, was secondary. That perspective, however, is increasingly under pressure – not only because regulatory requirements may become stricter in the future, but also because expectations have changed among consumers, retail partners, and brands themselves.

But first, let’s take a step back and revisit the basics.

POP marketing (point of purchase marketing) includes all marketing activities that take place directly at the location where purchase decisions are made – for example in brick-and-mortar retail, at the shelf, or in promotional areas. The goal is to make products visible, provide orientation, and reinforce the purchase impulse at the exact moment consumers are making their choice. Examples include displays, secondary placements, shelf stoppers, standees, or digital screens at the point of sale.

By definition, POP materials are temporary. Displays are produced for campaigns, promotions, or seasonal highlights. After just a few weeks, they disappear from the sales floor again. That is precisely where the problem lies: high material use, short lifespan, and often no reuse.

Traditional solutions made from plastic, composite materials, or coated papers are difficult to recycle. What captured attention moments ago often ends up in residual waste shortly afterward. Sustainable POP marketing therefore begins with uncomfortable questions: how much staging is justified, and at what cost? Are sustainability and POP materials compatible at all? And what actually defines sustainable POP marketing?

Sustainable POP marketing describes sales promotion at the point of purchase in which not only the impact at the shelf matters, but also the path leading there. In addition to environmentally friendly or recyclable materials, it considers production, transport, assembly, and the life cycle of the displays. This includes short supply routes, local manufacturing, flat-packed or lightweight constructions, and systems that can be reused multiple times or recycled at the end of their life. The goal is to create attention without causing unnecessary emissions, waste, or resource consumption.

Sustainability in POP marketing can be implemented through a range of methods that address the entire life cycle of a display. The key is to consider these aspects from the very beginning.

Material selection is a central factor in sustainable POP marketing. It influences both the environmental footprint of a display and its credibility at the point of sale. Sustainable solutions therefore rely on POP materials with the lowest possible environmental impact across their entire life cycle.

• Recycled and recyclable cardboard: recycled cardboard is one of the most important materials in sustainable POP marketing. It is lightweight, sturdy, easy to print, and fully recyclable after the campaign. At the same time, it reduces the use of new raw materials and remains economically attractive.
• Certified MDF for long-lasting solutions: certified MDF (a wood-based material made from compressed wood fibers) is particularly suitable for displays with a longer service life or a modular structure. It comes from responsibly managed forests and combines stability with a high-quality surface.
• Environmentally friendly inks: printing inks also contribute to sustainability. Water-based or UV-curing inks reduce pollutant emissions while still allowing for high print quality.
• Thoughtful material combinations: sustainable POP displays avoid unnecessary coatings and composite materials that are difficult to separate. Materials are used deliberately and sparingly, tailored to function, lifespan, and recyclability.

Sustainability is not only about using the right materials – it is also about using less material overall. Streamlined designs, adjusted wall thicknesses, and functional constructions reduce resource consumption without compromising stability or visibility at the point of sale.

Displays that can be used multiple times or adapted for different campaigns help avoid single-use solutions. Modular systems extend the lifespan of POP materials and reduce the need for new production.

One particularly interesting example is the modular and fully recyclable system RUDi, which was designed specifically for the needs of grocery retail. More information can be found in our article Reusable instead of disposable: displays at the point of sale.

The path a display takes to reach retail also matters. Local production shortens transport distances, while flat-packed or lightweight displays reduce shipping emissions. Optimized logistics can significantly lower the overall environmental footprint.

Sustainable POP marketing does not end when the campaign is over. Displays are designed so they can be easily disassembled, separated by material type, and returned to functioning circular systems for reuse or recycling. Clear disposal concepts and simple return processes make sustainability practical in everyday retail operations. One example of recyclable promotional materials within a circular system comes from the large-format printing company TREVISION.

In this way, sustainable POP marketing emerges not through isolated measures but through the coordinated interaction of materials, design, logistics, and usage.

The assumption that sustainable POP marketing is inherently more expensive persists, but it is no longer accurate. Thanks to new materials, optimized production processes, and more efficient logistics, sustainable POP solutions are often competitively priced compared to traditional alternatives.

Costs also become more balanced over time. Modular or reusable displays extend their service life and reduce the need for new production. Lighter materials and flat-packed constructions also lower transport and storage costs.

Sustainable POP marketing is therefore less a question of higher costs and more a matter of smart planning and long-term efficiency.

Sustainable POP marketing offers tangible benefits for retailers and brands that go far beyond environmental considerations.

• Stronger brand credibility: sustainable displays create consistency between the product, brand values, and presentation at the point of sale, strengthening consumer trust.
• Positive brand perception: brands position themselves as responsible and forward-looking – an increasingly important differentiator.
• Greater acceptance in retail: lighter, modular, or flat-packed displays are easier to assemble, handle, and dispose of.
• More efficient processes for retailers: reduced storage requirements, lower transport costs, and simpler disposal streamline day-to-day store operations.
• Better differentiation at the point of purchase: streamlined, credible displays can often stand out more effectively in a crowded environment than short-term disposable solutions.

Sustainable POP marketing is highly relevant to customers today. Purchasing decisions are increasingly shaped by values – and the point of sale plays a key role in that process.

Studies show that sustainability at the point of purchase is perceived as an indicator of credibility and brand ethics (IBM, 2022). Consumers pay attention not only to the product itself but also to how it is presented. When a sustainable product is staged on a non-sustainable display, a contradiction arises that can weaken trust in the brand.

Conversely, environmentally friendly materials and consistent presentation strengthen brand perception and trust. For example, 68 percent of consumers say they are more likely to trust brands when products are presented in a sustainable environment, such as through eco-friendly displays or packaging (Global Web Index, 2024). For many consumers, sustainable POP marketing is no longer an added extra but an integral part of a credible and coherent shopping experience.

Sustainable POP marketing is not a contradiction to effective sales promotion – it is its evolution. By taking a holistic view of materials, design, logistics, and service life, brands can create attention at the point of purchase without unnecessarily consuming resources. For brands and retailers, this means not only ecological responsibility but also greater credibility, efficiency, and long-term resilience. Sustainability at the point of sale thus becomes what it should be: not an add-on, but an integral part of consistent brand management.