Fairware’s 2024 Impact Report: Branded Merchandise That Drives Real Change
Promotional products are everywhere—conference swag, corporate giveaways, and branded merchandise are a key way organizations connect with their communities. Yet, not all promotional items are created with sustainability or ethics in mind, which is why thoughtful sourcing matters more than ever.
At Fairware, we’ve always believed there’s a better way. As leaders in sustainable promotional items, we’re redefining what ethical branded merchandise can be. Our newly released Impact Report 2024 marks two decades of building a business where merchandise doesn’t just promote a brand—they support people, protect the planet, and reflect meaningful purpose.
20 Years of Making Merchandise Matter
This year marks a big milestone for us: our 20th anniversary. What started in a Vancouver garage in 2005 with a vision to “change the world through the simple act of buying” has grown into an industry-leading agency trusted by some of the world’s most impact-driven brands.
We’ve had some incredible moments along the way:
- In 2010, we became the first distributor in our industry to achieve B Corp certification, setting a new standard for accountability and transparency.
- We’ve grown into a proud women-owned and LGBTQ+ owned business, recognized as a force for good in the promotional products sector.
- And in 2024, we navigated a leadership transition: as our co-founder, Sarah White, stepped into retirement, co-founder and CEO Denise Taschereau continues to guide us into the future.
From humble beginnings to global leadership, we’re proud to be the merchandise partner of choice for organizations that want their branded products to reflect their values.
What’s Inside the 2024 Impact Report?
Our Impact Report is more than a look back—it’s a celebration of what’s possible when you align business with purpose. Here are some highlights:
Responsible Sourcing
We’re picky about our suppliers. Every partner is vetted through our Supplier Code of Conduct, prioritizing those with strong labour standards, environmental certifications, and diverse ownership. In 2024, 42.5% of our significant product sales carried a certified sustainable attribute, like certified recycled or organic content.
Justice, Equity, Diversity & Inclusion (JEDI)
We’re committed to being an actively anti-racist, inclusive company. From implementing anti-bias training to building an accessible workplace and maintaining certification as a Living Wage Employer, equity isn’t just a policy—it’s how we operate every day.
Community Impact
In 2024, 56% of our staff volunteered, logging over 500 hours of service. We also donated more than $4,700 in merchandise and reinvested 10% of our profits back into communities. From local nonprofits to global initiatives, Fairware fuels impact far beyond business.
Advocacy
We don’t sit on the sidelines. As Clean Creatives pledge signatories, we refuse to work with clients in the fossil fuel industry and actively advocate for systemic change within our industry. Our CEO’s role on the PPAI Board of Directors ensures that we’re helping shape a more ethical and sustainable future for branded merchandise.
Environmental Responsibility
We’re on a mission to reach net zero by 2040, with milestones to halve emissions by 2030. In 2024 alone, we planted over 32,000 kelp as part of our #helpthekelp initiative with veritree, advancing ocean restoration. We maintained an EcoVadis Silver ranking and continue to tackle our shipping and travel-related emissions.
What’s Next? Goals for 2025 & 2026
The work doesn’t stop here. We’re setting ambitious goals for the future, including:
- Cutting greenhouse gas emissions in half by 2030 and achieving net zero by 2040.
- Increasing supplier reporting on carbon impacts for greater transparency.
- Expanding inclusive hiring practices and launching reconciliation efforts.
- Hosting an annual Impact Day to bring staff, families, and partners together for community service.
Why Fairware?
In a world awash with disposable merch (or as we like to call it, “brandfill”), Fairware stands apart. We’re a Certified B Corp, women-owned, LGBTQ+ owned, and driven by the belief that merchandise should do more than market a brand—it should amplify its impact.
That’s why leading impact brands trust us to deliver sustainable promotional items that reflect their values, elevate their reputation, and inspire their audiences.
Read the Full Report
Our 2024 Impact Report isn’t just a snapshot of the past year—it’s a roadmap for the future of responsible branded merchandise. Click below for the full report.