So goes California, so usually goes the nation.
California has been a leading force in pushing forward environment-based legislation. The most recent is a ban on plastic shopping bags that will be impacting supermarkets, convenience and liquor stores, and pharmacies by the city of Santa Monica beginning September 1, 2011. Fines for ignoring the new ban – $75 per violation, with criminal prosecution possible for repeat offenders. Ouch!
Why should marketers care? Three communities in California and one in Texas have passed plastic bag bans this year. Nationwide, 19 plastic bag bans have been enacted or approved overall, beginning with San Francisco in 2007.
What about paper? In some places they are still offered for free, with a discount going to those who reuse them. Some stores are now charging for them. As grocery prices soar, one can only think that saavy stores may even consider discontinuing them as well another way of preserving margin and keeping product cost low.
Some statistical tidbits from the 2010 Global Advertising Specialties Impressions Study, conducted by the Advertising Specialties Institute are as follows:
- Impression rate leader: Average of 1078 impressions per month
- Kept for an average of 6.7 months
- One of the lowest per impression costs at .001 cents per impression
Never has the reusable tote had such opportunity to gain in popularity. With a large live area for messaging, high impression rates, ability to spur favorable attitudes toward advertisers, the bag is a promotional item poised for growth.