For years, swag bags have been a staple of event culture. They’re handed out at registration, filled with branded pens, pamphlets, stickers, and sample-sized products, meant to surprise, delight or inform. But for many attendees, these bags become just another thing to carry and are eventually discarded. In a shift toward more intentional and sustainable planning, event organizers are starting to rethink the value of swag. Platforms like Brown Paper Tickets, which offer seamless tools for event planning and execution, help support this change by reducing the need for paper-based promotions and enabling digital alternatives that align with modern values.
Moving away from swag isn’t about cutting back on generosity, but it’s about eliminating clutter that doesn’t serve a purpose. Today’s attendees want experiences, not throwaways. They appreciate the meaning over volume. And in a landscape increasingly shaped by sustainability and behavioral insight, “less stuff” often translates to “more impact.”
Understanding Why Swag Falls Short
Despite good intentions, most swags fail to connect. Behavioral science shows that people value usefulness and relevance over abundance. When guests receive a bag full of items that aren’t tailored to their interests, they disengage. Items left behind in hotel rooms, tossed into bins, or ignored altogether.
The problem isn’t just environmental, but it’s experiential. Giving guests a pile of unrelated items at the beginning of an event can create cognitive overload. It adds mental weight and physical burden before the real value of the event has even begun. In contrast, when giveaways are carefully selected or earned through participation, they’re more likely to be appreciated and remembered.
Environmental Costs That Add Up
Swag has a measurable impact on the environment. Manufacturing branded merchandise requires energy, water, and raw materials. Shipping items to venues contributes to emissions, and leftover products often end up in landfills.
Printed brochures, glossy flyers, and sample packs, many of which are never opened, contribute to unnecessary waste. Even reusable items, like water bottles or tote bags, lose their value when duplicated year after year. For planners looking to reduce their event footprint, cutting down on or eliminating swag is one of the simplest ways to make an immediate difference.
Replacing Swag with Purposeful Engagement
Instead of handing out pre-filled bags, organizers are now designing interactions that deliver more lasting value. It could include curated gift tables where guests choose what they want, or experience-based rewards that tie up event themes. Sessions that offer learning, networking, or creative participation can leave a stronger impression than any physical activity.
Personalized thank-you notes, follow-up resources, or exclusive access to content also provide value without generating waste. Attendees respond positively when they feel that a gift, tangible or not, was selected with thought, not just a budget. When the experience itself becomes the takeaway, the brand connection deepens.
Creating Digital Value in Place of Printed Goods
One of the easiest ways to reduce swag-related waste is to digitize what once filled folders and bags. Event apps, mobile websites, and email campaigns can replace brochures, booklets, and handouts. Sponsors and partners can share promotions via digital coupons or interactive content, rather than printed flyers.
Attendees can bookmark content, access on-demand resources, or save information to review post-event, all without collecting paper. Platforms like Brown Paper Tickets support these efforts by offering built-in tools for digital communication, including custom confirmation messages, mobile ticketing, and integrated guest updates. Organizers can ensure attendees get the right information at the right time without printing a single page.
Behavioral Science and Perceived Value
When it comes to giveaways, timing and presentation matter. Behavioral research shows that people value things more when they feel involved in the process. Giving guests the option to opt in for specific items rather than receiving a bag of preselected products increases satisfaction. This opt-in model also reduces waste.
Organizers can track what’s popular, order accordingly, and avoid overproduction. Items become part of the guest journey, not just an afterthought at check-in. For example, offering a gift after a feedback session, workshop, or volunteer opportunity makes the item feel earned, not handed out. Guests associate the gift with their effort and the event’s value.
Showcasing Sustainability Instead of Stuff
When events commit to eliminating wasteful swag, they have the opportunity to showcase that choice as part of their broader sustainability story. Clear signage, announcements and post-event recaps can highlight the impact of skipping bags and cutting down on materials. Sharing states, like how many pounds of paper or plastic were saved, gives guests a tangible sense of contribution. It also invites them to reflect on their behaviors and choices. It provides a new avenue for visibility for brands and sponsors. Instead of paying for print or product placement, they can sponsor digital content, support a community initiative or fund local artist activation.
Smart Substitutes That Don’t End Up in Landfills
If physical giveaways are still part of the plan, there are ways to do it responsibly. Locally sourced, biodegradable or edible items often make more meaningful impressions. So do gifts that support a cause, such as tree planting donations or charity contributions in the guest’s name.
The key is alignment. When a giveaway matches the mission of the event and the interests of the guest, it feels intentional, not obligatory. Creating a limited supply of higher-quality items can also reduce waste. Guests who receive something unique are more likely to use and remember it than a bag filled with generic merchandise.
Giving Guests the Power to Choose
Instead of forcing everyone to take the same materials, some organizers offer opt-in swag stations. Guests can browse, select and pack their bags, if they want one at all. This approach respects individual preferences and dramatically reduces leftover waste. It also encourages interaction and reflection.
Guests think about what they’ll actually use, rather than accepting everything out of habit. Digital platforms like Brown Paper Tickets make this model easier to manage by allowing ticket add-ons, interest checkboxes and survey-style questions during registration. Organizers can plan inventory based on real data, not assumptions.
