Gift cards have become a popular and practical solution for modern gift-giving, offering flexibility and convenience to both givers and recipients. As they continue to play a prominent role in retail, it’s increasingly important to explore how these helpful tools can align with growing sustainability goals.
While gift cards provide clear benefits, it’s worth taking a closer look at the materials and systems behind them—so we can better understand their environmental impact and the innovations helping to reduce it.
E-Gift Cards: A Digital Evolution
The rise of e-gift cards has transformed the way we give and receive gifts. With smartphones, apps and digital wallets at our fingertips, it’s never been easier to send a thoughtful gift instantly through text or email. Digital platforms like Apple Pay and Venmo further enhance the user experience by making redemption seamless and fast.
E-gift cards are often seen as an environmentally friendly option, given their lack of physical materials, packaging and shipping. They help reduce the carbon footprint associated with traditional gift cards. However, like any digital product, they come with considerations—such as cybersecurity and user awareness. With so many digital cards stored across apps and inboxes, it’s easy for some to go unused.
That said, digital gift cards continue to improve, and education around managing and redeeming them is helping consumers make the most of these convenient tools.
Paper Gift Cards: A Thoughtful, Eco-Conscious Option
As sustainability becomes a bigger priority for consumers, paper gift cards have emerged as a lightweight, recyclable alternative to plastic. They offer a tactile, personal element that many gift-givers value and they typically come with lower carbon emissions during production—particularly when made with recycled materials.
While paper cards aren’t as durable as plastic and may be more susceptible to wear and tear, they’re a strong option for short-term or single-use needs. Advances in paper sourcing and eco-friendly printing continue to make them an appealing choice for environmentally conscious brands and shoppers.
It’s also important to consider the full lifecycle of materials. Even paper production requires resources like water and energy, so choosing responsibly sourced options can help strike a balance between sustainability and practicality.
Making the Most of Every Gift Card
One area where consumers can gain more value is by staying on top of their unused gift cards. Research from Bankrate shows that the average person holds around $187 in unused gift cards—a number that has steadily grown in recent years.
While some of this value may go unspent due to forgetfulness, brands are responding with better tools and reminders to help customers track and use their balances. As awareness increases, so does the opportunity for both consumers and retailers to maximize the full potential of each gift.
Innovation in Sustainable Cards: SecondLife® by Klöckner Pentaplast
The gift card industry is also embracing meaningful innovation to address environmental impact. One standout example is SecondLife® card films by International Card Manufacturers Association (ICMA) member Klöckner Pentaplast, a global leader in sustainable plastic solutions. These cards are made from 100% recycled plastic and offer the durability and feel of traditional cards—while dramatically reducing carbon emissions.
Designed to withstand daily use, including bending, scratching and even washing, SecondLife® cards address many of the common limitations of other formats. They also support standard features like magnetic stripes, barcodes and custom branding—making them a practical and attractive option for retailers focused on sustainability.
Since their launch, these recycled cards have helped reduce CO2 emissions by up to 65%, and Klöckner Pentaplast’s closed-loop recycling partnerships ensure that the cards can be collected and reused, further minimizing waste.
Sustainability as a Smart Business Strategy
More than ever, today’s consumers are looking to support brands that reflect their values. A growing number say they would prefer companies that prioritize sustainable practices—and gift cards offer an excellent opportunity for businesses to show that commitment.
By adopting innovative solutions like SecondLife® card films or offering paper and digital alternatives, retailers can align with customer expectations and contribute to a more sustainable future. It’s a win-win that strengthens brand loyalty while helping the planet.
Sustainable Choices Transform Gifting
Gift cards remain a convenient, thoughtful and flexible way to give. As technology and sustainability efforts evolve, consumers and businesses alike have more choices than ever to make environmentally conscious decisions—without compromising on quality or experience.
Whether through digital innovations, recyclable materials or closed-loop systems, the gift card industry is taking meaningful steps toward a greener future. And with increased awareness and smarter habits, we all have a part to play in shaping that progress.
Why ICMA Membership Matters
As ICMA celebrates 35 years in 2025, the association remains committed to supporting the card manufacturing industry by providing members with the tools they need to thrive.
Beyond marketing solutions, ICMA also offers valuable educational opportunities, including Advanced Card Education (ACE) training, and the Card Manufacturing & Personalization EXPO, the association’s largest event.
By participating in ICMA’s many programs, members gain the ability to shape the future of the industry while enhancing their brand’s presence across multiple channels.
Whether it’s contributing articles to Card Manufacturing, presenting a webinar or attending a high-profile industry event, ICMA membership offers unparalleled opportunities to network, learn and grow.
For card industry professionals looking to stay ahead in 2025, leveraging the marketing resources and industry recognition offered by ICMA is a proven strategy for success.
Learn more about the benefits of ICMA membership.