Brands in everyday life

Being visible is no longer enough:

Why many brands fail in everyday life – and carrier bags can change that

Marketing budgets are growing, channels are multiplying, content is becoming louder. And yet many companies are left with an uneasy feeling: our brand is there—but it's not sticking. Campaigns are running, social posts are being published, ads are being clicked on. But in real life, where purchasing decisions are made, there is often a lack of lasting presence. This is precisely where many marketing managers, owners, and agencies have a major pain point:
How do we create brand impact that doesn't fade away after a few seconds? One answer is closer than many think—and yet it is often underestimated: the carrier bag.

Carrier bags: An underestimated lever in brand image

Carrier bags are not just accessories. They are one of the few points of contact that continue to have an impact after the purchase. Customers carry them through city centers, on public transport, to the office, or home. Your brand moves with them.

This is not just theory, it is measurable:

76% of consumers consciously notice brands on carrier bags when they are out and about in public spaces (EvoWelt, study on sustainable carrier bags).

Reusable bags achieve thousands of visual contacts over their lifetime – without additional media costs (Pack-Spec, marketing study on reusable bags).

While traditional advertising is often only visible for a short time, the carrier bag continues to work long after the purchase has been completed.

Tangible brand impact – not something you can click away

Brand messages often feel interchangeable. Same colors, same claims, same images. Carrier bags break through this barrier because they can be physically experienced!

82% of consumers prefer environmentally friendly promotional items, especially reusable carrier bags (Pack-Spec).
The feel and material quality have a significant influence on the perception of a brand—high-quality materials are directly associated with quality and trust (Businessleben.de).

In short:

A well-made carrier bag is not perceived as advertising, but as a valuable everyday item.

Sustainable carrier bags measurably increase brand loyalty because they make a statement without being loud (K-Packings, brand awareness study).
Consumers rate brands more positively when sustainability is visibly implemented in everyday life – not just in campaigns (EvoWelt).