IN THIS ISSUE B Corp vs. EcoVadis p. 22 2024 Distributor Sales Estimate p. 32 LEAD 2025 Preview p. 38 P PA I . ORG/ MED I A 04.25 A Vision of Joy New PPAI President and CEO Drew Holmgreen brings a fresh perspective on the industry's potential. pg. 42
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4 From PPAI Certainty In The Unknown 7 Creative Calendar Essentials 10 Use Case Summer Fun 14 In Style Transitional Apparel Voices 18 Innovation Be Wary Of Using AI Where It Doesn’t Belong 20 Your Business The Secret To Keeping Clients Coming Back 22 Responsibility B Corp vs. EcoVadis: The Ultimate Showdown Must Read 28 Promotional Products Work Cannabusiness Community 52 Buzzworthy 56 Book Club 58 PPPC Communiqué 61 Inside PPAI 65 New Members 69 Datebook 74 Perfect Promo CONTENTS 04.25 VOLUME 49, ISSUE 03 32 38 42 LEADing The Way The annual Legislative Education and Action Day brings promotional products professionals to the nation’s capital to advocate for the needs and interests of the industry. 38 A Vision of Joy New PPAI President and CEO Drew Holmgreen is still learning about the branded merch industry, but his fresh perspective is already guiding steps to amplify the joy it creates: Strengthen the Association, better serve members and elevate the medium’s importance to the overall branding community. 42 PPAI U.S. Distributor Sales Volume Estimate: Modest Growth In 2024, But Reasons For Optimism Remain U.S. distributors are more hopeful for 2025, even in the face of tariff threats and economic uncertainty. Read about other findings from the annual survey. 32 PPAI • APRIL 2025 • 3
From PPAI Denise Taschereau Chair of the Board 04.25 Certainty In The Unknown 2025 HAS BEEN OFF TO QUITE THE START. If you’re like me, you’ve probably been telling yourself that things will settle down. It’s been a dizzying few months personally, and not because of my added work as your Chair. Like most leaders in promotional products, I’m spending more and more time following the news, and specifically the on-again, off-again status of tariffs imposed by the new administration in Washington. Our members are trying to make sense of how to react whether they're in the U.S., Canada or further abroad. It’s a lot to keep up with, and the uncertainty has probably cast some doubt for all of us. But the companies in our industry, regardless of size or location, are accustomed to working through tough times. Our industry is no stranger to this kind of uncertainty. Whether it’s policy changes, economic downturns or a full-on pandemic, time and again, we’ve shown just how resilient we can be. We’ve found ways to adapt and thrive no matter what challenges come our way. Now, as we face new tariff changes and trade policies, I have no doubt that we’ll do it again. For each of us, the tariff conversation should be a reminder of the strength in diversification. With trade policies seemingly shifting between the U.S. and its neighbors, as well as China and other key manufacturing hubs, it’s clear we need to stay flexible. The good news is our industry has deep and diverse supplier networks on this continent and around the world, giving us plenty of options. Whether that means exploring new markets, strengthening local partnerships with Made in USA and Made in Canada suppliers, or adjusting sourcing strategies, we have the tools to adapt. As PPAI’s first Canadian Board Chair, I know firsthand the importance of looking beyond borders. Trade isn’t just a U.S. issue: It affects all of us, across North America and beyond. That global perspective is key as we work together to navigate these changes, ensuring that our industry remains strong and connected. It informs the way PPAI approaches this issue through its advocacy efforts, including Legislative Education and Action Day this month, when scores of our colleagues will be on Capitol Hill to share our voice with elected officials. Public Affairs and Research Editor Rachel Zoch does a fantastic job setting the table for that event on page 38 of this issue. Our advocacy team will be actively engaged in discussions about trade, tariffs and regulations well after LEAD, for as long as it takes. Our staff and volunteers are making sure the industry’s voice is heard. PPAI is committed not only to pushing back against the harmful effects of heightened tariffs, but to keeping you informed. If you’re not already following our updates, now’s the time. Subscribe to PPAI Newslink for constant updates, and check out ppai.org/public-affairs for the latest on what we’re doing on your behalf. While these changes bring some unknowns, I believe in the strength of our industry. We’ve built something incredible. This is an industry rooted in creativity, relationships and adaptability. Amid all the uncertainty, I am personally very certain that, together, we’ll continue to thrive. Our industry is no stranger to this kind of uncertainty. Whether it’s policy changes, economic downturns or a full-on pandemic, time and again, we’ve shown just how resilient we can be. 4 • APRIL 2025 • PPAI
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PPAI® PUBLISHER & EDITOR-IN-CHIEF Josh Ellis JoshE@ppai.org DEPUTY EDITOR John Corrigan JohnC@ppai.org NEWS EDITORS Jonny Auping JonnyA@ppai.org Arianna Johnson AriannaJ@ppai.org MARKET ECONOMIST & SENIOR MANAGER, RESEARCH Alok Bhat AlokB@ppai.org PUBLIC AFFAIRS & RESEARCH EDITOR Rachel Zoch RachelZ@ppai.org RESEARCH COORDINATOR Shiella Aparis ShiellaA@ppai.org GRAPHIC DESIGNER Rowel Cristobal RowelC@ppai.org ART DIRECTION SPARK Publications SPARKpublications.com 704-844-6080 ADVERTISING MANAGEMENT ACCOUNT MANAGERS Connie Brazil Heather Mangold Sandy Mendoza Mark Rykojc PPAI.org/account-managers ADVERTISING CONTACT Amy Weisman 972-258-3080 AmyW@ppai.org PRESIDENT & CEO Drew Holmgreen 888-I-AM-PPAI DIRECTOR OF SALES & PROFESSIONAL DEVELOPMENT Lindsey Davis, MAS VICE PRESIDENT, REVENUE AND EXPOSITIONS Ellen Tucker, MAS, CAE DIRECTOR OF FINANCE Renae Ward CHIEF FINANCIAL OFFICER Troy Naef DIRECTOR OF HUMAN RESOURCES Nicole Rhooms DIRECTOR OF CORPORATE RESPONSIBILITY & SUSTAINABILITY Elizabeth Wimbush BOARD OFFICERS CHAIR OF THE BOARD Denise Taschereau Fairware IMMEDIATE PAST CHAIR Andrew Spellman, CAS Therabody CHAIR-ELECT OF THE BOARD Danny Rosin, CAS BrandFuel VICE CHAIR, FINANCE SERVICES Zack Ottenstein The Image Group BOARD MEMBERS REGIONAL RELATIONS COMMITTEE DELEGATE TERM EXPIRING 2026 Kara Keister, MAS Social Good Promotions TERMS EXPIRING 2026 Chris Anderson HPG AT LARGE DIRECTOR Lori Bauer iPROMOTEu TERMS EXPIRING 2027 Dan Pantano alphabroder TERMS EXPIRING 2028 Zack Ottenstein The Image Group Erin Reilly Pop! Promos Danny Rosin, CAS Brand Fuel TERMS EXPIRING 2029 Mark Gammon Cap America Kate Alavez PromoShop PPAI HEADQUARTERS 3125 Skyway Circle North, Irving, Texas 75038-3526 Phone: 888-IAM-PPAI (426-7724) www.ppai.org, pubs.ppai.org READER RESOURCES SUBSCRIBE TO PPAI MAGAZINE: Subscribe online at pubs.ppai.org or send your name, title, company name and mailing address, along with phone and fax, to PPB Subscriptions, 3125 Skyway Circle North, Irving, Texas 75038. Or phone in your subscription to 972-258-3019. Include payment with your order. Visa, MasterCard and American Express are accepted, along with checks. Additional member subscriptions are $58 for PPAI member companies (U.S.), $70 (Canada and Mexico) and $75 (international). Nonmember subscriptions are $72 (U.S.), $82 (Canada and Mexico) and $92 (international). Please allow four to six weeks for start of subscription. ADVERTISE IN PPAI MAGAZINE: Download a media kit with rates and specs for all PPAI print and digital publications at media.ppai.org, or call 972-258-3019 or email mediasales@ppai.org. WRITE FOR PPAI MAGAZINE: The magazine regularly accepts articles from both professional writers and industry experts – like yourself. Find out everything you need to know about submitting an article or an idea by reading PPAI’s Writer’s Guidelines available at media.ppai.org/submit-content. Promotional Products Association International 6 • APRIL 2025 • PPAI
If this calendar is helpful or if you have ideas for ways that we can better provide this information, email the editors at magazine@ppai.org Exceptional Promotions SPECIAL OBSERVANCES CALL FOR Use these special occasions to ignite your imagination for relevant – and distinct – client promotions. Compiled by Nicole Rollender NATIONAL FOSTER CARE MONTH Product Idea: For many, pets are more than companions – they’re family. Show your clients you care about every member of their household with The K9 Kerchief. Made from a breathable poly-cotton blend, these bandanas are durable and machine washable, making it the perfect way to turn a furry companion into a barking billboard for your brand. PrideBites / PPAI 729297, Standard-Base pridebites.com MAY NATIONAL CANDY MONTH Product Idea: Celebrate National Candy Month with Sweeter Cards, a customizable greeting card and gourmet chocolate bar all in one. The entire card can be completely customized with your full-color design – front, inside, back, everywhere – and the delicious sea salt caramel chocolate bar inside is made in the USA. Maple Ridge Farms / PPAI 114165, Gold mapleridge.com JUNE 10 NATIONAL BALLPOINT PEN DAY 19 NATIONAL MARTINI DAY 21 INTERNATIONAL DAY OF YOGA NATIONAL PARKS AND RECREATION MONTH Product Idea: The Solar Dual Port Water Resistant Power Bank is the perfect companion for outdoor adventures. This compact power bank harnesses sunlight to recharge its battery, allowing wireless devices to stay powered during hikes, picknicks and camping trips. Complete with a carabiner and USB cable, it’s a reliable tool for anyone who loves exploring nature. CFS Promotional Products / PPAI 203630, Standard-Base / CFSpromo.com JULY 5 NATIONAL WORKAHOLICS DAY 19 NATIONAL PLAY DAY 30 INTERNATIONAL DAY OF FRIENDSHIP 16 NATIONAL BBQ DAY 20 NATIONAL RESCUE DOG DAY 29 NATIONAL FLIP FLOP DAY PPAI • APRIL 2025 • 7
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PROMOTIONAL PRODUCTS TO BE UNIVERSALLY VALUED Essentials 04.25 TRANSITIONAL APPAREL Designed to be worn for work and play, transitional apparel has been on the rise post-COVID. Here are some options that offer versatility, style and sustainability. page 14 USE CASE p. 10 IN STYLE PPAI • APRIL 2025 • 9
Endless Summer Promos Distributors share their favorite fun-inthe-sun promos with unique portable speakers, backpack coolers, pickleball sets, confetti-filled beachballs and more. By Nicole Rollender SARAH WHITAKER Owner Williams Advertising PPAI 287454 , Standard-Base Farmington, New Mexico Whitaker is also a fan of cooling Polar Towels made from microfiber polyester. After wetting the towel to activate the cooling feature, users can wrap it around their necks during outdoor activities like sports, working out and camping. “It’s an item you can stash in your bag, car or at home for outdoor work,” she says. “A lot of our clients like multipurpose products. Plus, you can offer them a full-color, edge-to-edge design, color-matched stitching or a solid color on the back of this cooling towel.” Pop! Promos / PPAI 564497, Silver / poppromos.com “As someone eagerly awaiting warmer weather, summer fun means longer days, kids out of school, and a more relaxed vibe all around,” Whitaker says. “Celebrating summer with merch just makes sense – who wouldn’t want to join in the fun?” One of Whitaker’s favorite items for summer promos is the Chyrp, a portable wireless speaker equipped with a carry strap for a backpack or bike. She points out that the Chyrp is different than wireless speakers that end users may already have, so they’ll likely use it. “It’s the perfect poolside or beachside accessory, it goes on a golf bag quite nicely, and it’s so small and lightweight, it’s easy to tote around,” she says. “We picked it for that versatility. To go with summer fun, you need a playlist, so it’s useful.” Besides having a low MOQ, Whitaker likes the compact speaker’s branding possibilities. “The Chyrp has a full-color dome on the speaker and a smaller full-color dome on the carry strap,” she says. HPG Brands / PPAI 110772, Platinum / hpgbrands.com jakkapan / Shutterstock.com 10 • APRIL 2025 • PPAI Essentials | Use Case
Whitaker has used the Even Cooler Bag and Cooler Backpack for many promos. Designed for group gatherings, the Even Cooler Bag is a soft-sided, heat-sealed cooler with ample space for food and drinks. The Cooler Backpack has waterproof zippers, padded scuba foam straps and a front storage pocket, offering hands-free convenience. With customizable hardware, webbing colors and full-color sublimation on both sides and the bottom, these coolers offer lots of brand visibility. “Clients love these bags due to how customizable they are, plus they’re super-functional,” Whitaker says. “I’ve packed our showroom sample to use on the beach myself.” Whitaker wants to use the Cooler Backpack 24Pack, a soft-sided ice chest with a leak-proof liner, for a future summer promo. “I’m excited to try this shape from the same Numo line!” she says. “I love that the design is fully customizable with all-over sublimation and hardware elements. But that level of personalization is pretty standard for this brand – they’re always a great choice for creative campaigns like summer fun!” Numo / PPAI 112597, Gold / numomfg.com MICHELE COCHRAN Owner/Managing Member Six Twenty Six, an iPROMOTEu affiliate PPAI 218870, Platinum Scottsdale, Arizona “Summer fun makes a big impact on recipients as a giveaway, gift or part of a campaign, because it conjures up the happy feelings of the ease of the season,” Cochrane says. One of the best summer promotional products she recommends for client summer programs is the Paddle Board Game, which comes with two oversized paddles and a small rubber ball packed in a mesh gift bag. “We produced a set for an offsite event program in Florida,” Cochran says. “The client raved about the engagement value and that all the recipients wanted to take them home!” Peerless Umbrella / PPAI 112666, Gold peerlessumbrella.com PPAI • APRIL 2025 • 11 Use Case | Essentials
Cochran likes affordable, easily portable items for summer fun promo items. “Beach balls, flyers and drink coolers are always great,” she says. “They have great marketing visibility, are easy to ship and carry, never spoil and connote joyous fun.” The eye-catching 16-inch Red, White and Blue Color Confetti Filled Round Clear Beach Ball is a unique fun-in-the-sun product at concerts, outdoor festivals, company picnics and more. Jornik / PPAI 111065, Silver / jornik.com Made of sturdy plastic, the made-in-the-USA, mid-sized Frequent Flyer Disc has a large imprint area for maximum brand impact. This flyer makes a great giveaway at summer trade shows and merch for sale in campus bookstores, stadium gift shops and school fundraisers. HPG Brands / PPAI 110772, Platinum / hpgbrands.com The Kolder Kaddy Slim Can, made of neoprene, extends the traditional coolie size to fit tall cans, hard seltzers, light beer and more. Numo / PPAI 112597, Gold numomfg.com 12 • APRIL 2025 • PPAI Essentials | Use Case
Cochran would like to try the HYPD Slydr Switch Custom Slides. “The rubber insoles are ultra-cushioned,” she says. “The patented removable/replaceable custom printed strap allows for unique brand messaging, as you can change them up for product launches, special events, team events and more,” she says. The rubber outsoles also leave a lasting brand mark wherever your client’s end-users walk. SnugZ USA / PPAI 112982, Platinum / snugzusa.com JENNIFER ALLEN Senior Account Director Zagwear PPAI 184202, Gold Orangeburg, New York “Summer is all about outdoor experiences –gatherings with family and friends, vacations, barbecues and chilling by the pool,” Allen says. “A well-chosen summer-themed promotional product taps into that experience, ensuring that your brand stays front and center during some of the most enjoyable moments of the year. When a giveaway is fun and functional, recipients are more likely to use it repeatedly, creating long-lasting brand impressions.” One of Allen’s best summer promos included the waterresistant iLive Tiki Bluetooth Speakers with LED Flames, with fully connected stereo sound. “The LED flame effect gives off a tiki torch vibe, making it perfect for any summer setting,” she says. “It’s portable, rechargeable and creates an unforgettable experience for the recipient. Plus, the Bluetooth functionality ensures easy use for everyone, making this product a crowd favorite. It’s great for branded corporate gifts, appreciation giveaways or even summer sweepstakes prizes.” Allen wants to continue exploring creative ways to incorporate the tiki flame speakers into more promo campaigns. “I’d like to pair it with a summer party bundle, maybe including a branded cooler, custom beach towels and a drinkware set,” she says. “This would create a full summer experience package, making recipients feel like they’re stepping into a mini vacation.” Gemline / PPAI 113948, Platinum / gemline.com Rollender is an award-winning writer and heads up STRANDWritingServices.com. PPAI • APRIL 2025 • 13 Use Case | Essentials
Transitional Apparel Designed to be worn for work and play, transitional apparel has been on the rise postCOVID. Here are some options that offer versatility, style and sustainability. By Hanna Brookshire DECIDING WHAT TO WEAR can be difficult. How do I dress for work, and then the happy hour – and what if it’s cold in the office? Many companies have switched the dress code from strictly professional to business casual. While ties and full suits are less common now, it’s hard to decide what exactly qualifies as business casual and how to make that work for events after hours. That’s where transitional apparel comes into play. Transitional apparel refers to any clothing item or accessory that’s suitable for both in and out-of-office wear. While these items make your life a lot easier, they can also help to reduce consumption and save money. When looking for transitional apparel, there are a few things you should keep in mind. Transitional apparel at its best should “deliver both style and versatility, allowing wearers to move from work to after-hours activities with ease,” according to AJ Dickson, senior category director at PCNA, PPAI 100’s No. 3 supplier. When looking for pieces, try to brainstorm how a person could wear them with items they already own to dress them up or down. Often the best transitional items are simple and classic, like a triedand-true cardigan or sleek button-down. This applies especially to a corporate apparel program, where companies can invest in timeless basics that suit multiple occasions. Capsule wardrobes are becoming increasingly popular, and transitional apparel should be able to help wearers shift from a large and mostly unworn closet to one in which they wear every item. According to Rebecca Klapper, director of marketing and branding at Boundless, PPAI 100’s No. 7 distributor, “in light of the underconsumption trend,” it’s important for products to “wow you with quality and comfort to be worth keeping in the rotation.” Keeping in mind the goals of versatility and style, here are some transitional apparel items that can elevate anyone’s closet and that employees will want to work into their wardrobes. LightField Studios / Shutterstock.com 14 • APRIL 2025 • PPAI Essentials | In Style
This Men’s Hudson Eco Knit Quarter Zip Ribbed Sweater is a perfect layering piece to keep you warm in and out of the office. The eco-friendly jacket is crafted with a blend of Better Cotton Initiative cotton and recycled polyester and includes recycled zipper elements. “For those looking for a refined layering piece, the Hudson Eco Knit Quarter Zip combines sustainability with performance, featuring a breathable, snag-resistant fabric and eco-friendly materials,” says Dickson, making it a perfect pick for anyone looking to stay warm in style. PCNA / PPAI 113079, Platinum / pcna.com Workwear is becoming increasingly popular among younger generations, with brands like Carhartt and Dickies highly sought after. The Men’s Unlined Industrial Eisenhower Jacket is a great choice to incorporate workwear in an elevated way. This jacket is inspired by General Dwight D. Eisenhower’s original design during WWII and has been a classic ever since. This jacket is perfect over a T-shirt for a casual streetwear look or a button-down for work. It comes in multiple neutral colorways and has convenient features like slash front welt pockets and an interior pocket. Workwear Outfitters / PPAI 110728, Standard-Base wwof.com The Women’s Challenger Jacket is a great layering piece with a timeless look. It has a utilitarian feel with zippers at the cuffs, but it can easily be elevated with a nice blouse. Natalie O’Leary, director of business development at BAMKO, PPAI 100’s No. 6 distributor, loves the style and the story of this piece. “It’s made from 16 upcycled bottles, and Storm Creek is a woman-owned business – style, sustainability and empowerment all in one!” This jacket comes in three standard colors and a seasonal fatigue green, and it’s made with certified bluesign-approved fabrics. Storm Creek / PPAI 438091, Gold / stormcreek.com PPAI • APRIL 2025 • 15 In Style | Essentials
This Men’s UNTUCKit Petrus Wrinkle-Free Short Sleeve Button Up Shirt can easily transition not only from work to happy hour but also from winter to spring. This shirt can be worn on its own with its signature untucked look or under a jacket or sweater for chillier weather. These shirts are made specifically to be worn untucked, giving it a clean yet casual feel, perfect for dressing up or down. Made with wrinkle-free cotton, it will keep you looking sharp all day long. UNTUCKit also has a strong commitment to sustainability, using ecofriendly finishes on shirts and ethically sourced materials. PCNA / PPAI 113079, Platinum / pcna.com Cardigans are an essential basic in every closet, and this Mercer & Mettle Cardigan is a classic layering piece. You can throw it over a blouse or dress for work or throw it on over athleisure for a comfortable yet put-together outfit. Klapper recommends this item because it “is a great layering piece and very quiet luxury, especially in the birch colorway.” This cardigan features a wide-ribbed bottom hem and square pockets, perfect for stowing your phone or keeping your hands warm. SanMar / PPAI 110788, Platinum sanmar.com The FIJI Atlantis Headwear Sustainable Five-Panel Cap is a great piece for hiding your bedhead for early video calls or keeping the sun off your face for your afternoon jog. This hat is not only sleek and functional, but also eco-friendly. The cap is made of 100% recycled polyester twill, and the visor is made with ReTraze PE, which is recycled polyester from discarded fishing nets – plus, there are four bottles recycled for each hat. They come in seven colors, including on-trend olive green and khaki. Atlantis Headwear / PPAI 753003, Standard-Plus / atlantisheadwear.com Brookshire is a freelance writer and former PPAI Media intern. 16 • APRIL 2025 • PPAI Essentials | In Style
IDEAS TO ADVANCE THE MARKETPLACE Voices 04.25 B CORP VS. ECOVADIS: THE ULTIMATE SHOWDOWN Which sustainability credential should you aim to achieve? Let’s go to the tale of the tape. page 22 INNOVATION p. 18 YOUR BUSINESS p. 20 RESPONSIBILITY PPAI • APRIL 2025 • 17
THERE IS A FLIP SIDE to the “don’t be left behind” rhetoric of technology innovations. Once a tech concept gets big enough to reach the zeitgeist, people will try to sell it to businesses indiscriminately. You can’t always assume that the one selling is concerned with whether the one buying actually needs it. One of the exciting aspects of January’s PPAI Expo Conference was the massive crowds that showed up for the day’s great sessions on automation and artificial intelligence. These speakers drew standing-room-only audiences. I was particularly intrigued by the presentation of Eric Granata, CAS, founder of business service provider PromoPilot, which focuses on AI solutions. In his session, “Streamlining Success: Automation Solutions for Distributors,” Granata touched on four things that shouldn’t be automated: • Tasks requiring human judgment. • Low-volume tasks. • Unpredictable tasks. • Problems that don’t exist. In my role as business systems analyst lead at PPAI, I am well versed in the ways that automation can and has saved us time as an industry. Be Wary Of Using AI Where It Doesn’t Belong You’ve probably received an email written by AI. That doesn’t mean you should let it write yours. By Tanaisha Dunbarger Image generated using Adobe Firely with images from males_design / IGORdeyka / Shutterstock.com 18 • APRIL 2025 • PPAI Voices | Innovation
We’re likely in the beginning of realizing those possibilities. But innovation requires communication, and there are only so many steps you want to skip in communication before you have created problems that will cost more time and money to solve. Let’s focus on those first two points: “Tasks requiring human judgment” and “Low-volume tasks.” One particular ad I saw during the Super Bowl stuck with me. It involved two co-workers wanting to communicate something with their manager and being stressed about the correct wording. They opted to let AI send the email to their manager. I can’t say I recommend that practice. We might not all have the same mastery over the English language, but often that lack of confidence in sending an email is based on a lack of clarity in a project. A supervisor needs to be able to read that confusion and act accordingly, often following up with the sender. Using AI to polish something that is inherently flawed is a dangerous game. Or, in some cases, it may muddle a good idea that can still be conveyed – perhaps imperfectly – by the person behind the idea. Some of you will read this and think “I would never do that,” but shoehorning AI into areas of work it cannot yet handle is becoming normalized. Some businesses will suffer from it. Tanaisha Dunbarger is PPAI’s business systems analyst lead. Using AI to polish something that is inherently flawed is a dangerous game. PPAI • APRIL 2025 • 19 Innovation | Voices
The Secret To Keeping Clients Coming Back IN THE FAST-PACED, competitive world of promotional products sales, it’s easy to get caught up in the thrill of landing a new client. But here’s the hard truth: While acquiring new customers is important, retaining the ones you already have is even more crucial to long-term success. Studies show it’s more expensive to acquire a new customer than to retain an existing one. For sales teams, customer retention isn’t just a strategy – it’s the backbone of sustained growth. So, how can you keep your clients coming back for more? Keep reading to learn the five strategies I’ve found to have the strongest impact on benefiting both your clients and your business. Build Genuine Relationships To keep clients coming back, you need to focus on building relationships based on trust and mutual respect. In the promotional products industry, clients appreciate personal connections with salespeople who understand their business goals and offer tailored solutions. • Take the time to learn about your clients’ needs, both professionally and personally (without crossing any boundaries), and show genuine interest. • Ask about their current challenges and goals and how they measure success. A strong relationship helps clients feel comfortable turning to you when in need. By Here are five retention strategies your sales team should follow. By Mason Linn, CAS Roman Samborskyi / Shutterstock.com 20 • APRIL 2025 • PPAI Voices | Your Business
becoming a trusted advisor rather than just a vendor, you position yourself as their go-to solution provider. The Power Of The Follow-Up For the most successful sales teams, the real work begins post-sale. Regular follow-ups are key to keeping the relationship alive and making your clients feel valued. Setting a follow-up schedule is a great first step. Reach out within a few days of product delivery to ensure the client is satisfied with their purchase. A simple email or phone call asking about their experience can go a long way in establishing rapport. Don’t be reactive and wait for a problem to arise before you check in – proactive communication shows your clients you’re invested in their long-term success. Exceed Expectations One of the best ways to ensure clients keep coming back is by constantly exceeding their expectations. This could mean delivering your product ahead of schedule (if/when production allows), offering a surprise bonus with an order or providing a personalized thankyou note or small gift. In sales, “wow” moments can go a long way in differentiating you from competitors. When clients experience these unexpected, positive surprises, they’re more likely to feel valued and less likely to look elsewhere for a solution. Leverage Customer Feedback Actively listening to what your clients are saying is also essential for retention. Feedback can come in many forms, whether it’s direct comments, survey results or subtle hints during regular interactions over the phone. When clients offer feedback – both positive and negative – use it to your advantage. If something doesn’t meet their expectations, address it swiftly and professionally. Show you’re willing to go above and beyond (circling back to exceeding expectations) to correct issues. When feedback is positive, be sure to acknowledge it, express gratitude and find ways to build upon the things that work. Incorporating feedback into your sales strategy can help you anticipate client needs, offer customized solutions and create better products or services that keep clients coming back. Provide Value After The Sale Customer retention isn’t just about checking in or staying on their radar. It’s about offering ongoing value, making your client feel like they’re getting more than they bargained for. If clients believe they’re continuing to benefit from working with you, they’re more likely to stick around. For example, if you’re selling a new product or service, ensure your clients know all its features and benefits through personalized product demos or provide customized details that help them easily explain to their clients what they’ve purchased. Another powerful way to provide value is by offering exclusive deals or perks for repeat customers, making them more likely to stay loyal to you. At its core, client retention is about nurturing longterm, mutually beneficial partnerships. Ultimately, happy, loyal clients not only continue to buy from you, but they also become champions for your brand. They’ll refer others, act as case studies and help grow your business in ways a single sale never could. Invest in your relationships – the returns will be worth it. Linn is manager of distributor membership at PPAI. PPAI • APRIL 2025 • 21 Your Business | Voices
Voices | Responsibility B Corp vs. EcoVadis: The Ultimate Showdown B CORPORATION CERTIFICATION and EcoVadis ratings are becoming more and more prevalent in our industry. Why are they so important? How do they differ? And which one is better for your business? Considering that we’re in the middle of WrestleMania season, get ready for a sustainability smackdown – minus the sweat and spandex. In the world of promotional products, sustainability credentials can feel like a game of alphabet soup. You’ve got ISO, LCA, GRI and, of course, today’s main contenders: B Corp and EcoVadis. Both are heavyweight champions in responsible business, but they serve different audiences and have different impacts. Let’s break it down, promo-style. Which sustainability credential should you aim to achieve? Let’s go to the tale of the tape. By Elizabeth Wimbush Nicescene / anntavi / Shutterstock.com 22 • APRIL 2025 • PPAI
Responsibility | Voices In The Blue Corner, We Have B Corp: The End-User Darling! If B Corp were a promotional product, it’d be a cool recycled material tote bag with a bold statement: eye-catching, missiondriven and a clear declaration of values. (It would likely also have a digital product passport, but let’s save that for another article.) B Corp certification is like the gold star for companies that “walk the talk” when it comes to fair governance, as well as environmental and social responsibility. It’s rigorous, holistic and importantly, public-facing. Certified B Corporations meet high social and environmental standards, demonstrating a commitment to balancing profit with purpose. The certification process, overseen by the nonprofit B Lab, evaluates a company’s impact across governance, workers, community and environment, with a focus on continuous improvement. Companies need to recertify every three years, so it’s not a one-and-done process. Why B Corp Matters • Brand recognition: Customers (and employees) love it. If your brand carries the B Corp badge, you’re speaking directly to conscious consumers who vote with their dollars and attracting employees who are purpose-driven. • Credibility boost: Achieving B Corp status signals a deep-rooted commitment to sustainability, not just a greenwashing attempt. • Competitive differentiation: In an industry where buyers increasingly ask about ethics and sustainability, B Corp helps you stand out from the swag pack, and being able to point to your company’s B Corp directory listing allows anyone to see for themselves how you stack up, including against your previous scores. Downside? The process isn’t for the faint of heart. The B Impact Assessment is comprehensive, timeconsuming and requires ongoing improvement to maintain certification. It also doesn’t provide the level of supply-chain mapping that certain levels of EcoVadis subscription can get you, which is an increasingly important feature as demands for transparency increase. And In The Red Corner, EcoVadis: The B2B Power Player! If EcoVadis were a promotional product, it’d be a functional tech corporate gift – less flashy but deeply valuable in the right business circles. Think of it as the LinkedIn of sustainability credentials: It might not mean much to the general public, but in supply chain conversations, it’s a game-changer. EcoVadis is a sustainability ratings platform used by businesses to evaluate suppliers across environmental, social and ethical criteria. Companies undergo a structured assessment and receive a scorecard ranking their sustainability performance. Why EcoVadis Matters • Supply chain credibility: Many large brands and corporations require their suppliers to have an EcoVadis rating. If you want to work with corporate giants, this may be a ticket in. • Risk management: EcoVadis ratings help businesses track supplier sustainability performance, flagging potential risks and areas for improvement. • Business opportunities: Companies with high EcoVadis scores often gain a competitive edge in B2B relationships, as many buyers prioritize working with highly rated suppliers. Downside? While incredibly valuable in B2B procurement, EcoVadis doesn’t carry much weight with everyday consumers. You won’t see an end buyer choosing between two promo companies based on their EcoVadis scores – it’s built for corporate procurement teams, not retail shoppers. Also, it’s not a certification, meaning it doesn’t provide a distinct marketing edge in the same way B Corp does. B CORP ECOVADIS VS H H H H H H PPAI • APRIL 2025 • 23
Choose Your Fighter The million-dollar question: If you’re in the promotional products industry, should you go for B Corp or EcoVadis? The answer depends on who you’re trying to impress. • If your customers are end buyers, retail brands or the general public, B Corp is your best bet. It’s recognized, respected and an excellent marketing tool. • If your customers are corporate buyers, procurement teams or supply chain managers, EcoVadis is your golden ticket. Many large companies require it to do business. Are both feeling a bit too much to get started with? PPAI has partnered with Green Business Benchmark to offer members a benchmarking tool that helps you understand where you’re starting from and where to go. You can even use the platform to help you determine how well aligned you are with global frameworks and how to enhance your efforts. Whether you choose B Corp to woo consumers or EcoVadis to land corporate contracts, both frameworks can help your business thrive. Just remember – like a well-designed promotional product, your sustainability efforts should be both useful and memorable. Wimbush is the director of sustainability and responsibility at PPAI. Voices | Responsibility NEW! SEG Modular Display Kits from DMP! Use one for a 10’ booth or put them together for 20ft or larger booth FREE Carry Bag FREE PMS Matches No Minimum No Set-Up Charges Lightweight Aluminum Frame for No-Tools Set Up 150G Block-Out Polyester w/Silicone Edge Graphics Full Color Imprint on both sides of each piece See all styles at Discountmp.com FSEGKB001 - 10’X10’ 5 panels 3.3’w x 6.6’h & 1 panel 3.3’w x 7.8’L FSEGKC001 - 10’X10’ 3 panels 3.3’w x 6.6’h & 6 panels 3.3’w x 3.3’h FSEGKA001 - 10’X10’ Folding modular display kit 4 panels 3.3’w x 6.6’h & 1 panel 3.3’w x 7.8’L PPAI/582106 SAGE/50398 24 • APRIL 2025 • PPAI
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STORIES TO KEEP AND USE Must Read 04.25 page 38 FEATURE LEADING THE WAY The annual Legislative Education and Action Day brings promotional products professionals to the nation’s capital to advocate for the needs and interests of the industry. PROMOTIONAL PRODUCTS WORK p. 28 PPAI U.S. DISTRIBUTOR SALES VOLUME ESTIMATE p. 32 A VISION OF JOY p. 42 PPAI • APRIL 2025 • 27
Must Read | Decoration Andry Jeymsss/ Invision Frame / Shutterstock.com Must Read | Take Cannabusinesses Higher With Promo The multibillion-dollar cannabis market is booming. With promo, brands can burn even brighter in the cannabis space. By Audrey Sellers 4/20 MAY BE GETTING more love than ever before. For the first time in history, more Americans report using cannabis every day than sipping an alcoholic drink. More than 17 million people use cannabis daily, exceeding the 14.7 million people who say they drink that often, according to research from the National Survey on Drug Use and Health. While alcohol remains more widely used overall, daily cannabis use surpasses daily alcohol consumption. Nearly 9 in 10 Americans believe cannabis should be legal for medical or recreational purposes, the highest level ever recorded, according to data from Pew Research. As cannabis goes mainstream, with 24 states and Washington, D.C., legalizing recreational use, the cannabusiness market is blooming with opportunity. It covers everything from production to distribution to sales, including growers and dispensaries. Cannabis connoisseurs and the cannabis-curious can enjoy the benefits in all kinds of forms, too, from edibles and beverages to lip balms and lotions. Women, especially, are turning to cannabis for everything from relaxation and improved focus to better sleep and pain relief. For the first time since record-keeping began, women outpace men when it comes to cannabis use. Among women who use cannabis, 2 in 3 say those closest to them don’t know they use cannabis, including their parents, children and co-workers. Through promotional campaigns, cannabusinesses can work to remove the stigma surrounding cannabis use. Promo apparel that can be worn every day, like baseball caps or T-shirts, can normalize cannabis and show how it fits in with an active lifestyle. Keep in mind that cannabis isn’t the same as marijuana, although the terms are often used interchangeably. Cannabis is a plant, and marijuana is a product. Marijuana comes from parts of the cannabis plant that contain higher levels of THC, the chemical responsible for most of marijuana’s psychoactive effects. Cannabis, on the other hand, includes non-psychoactive varieties like hemp, which include low levels of THC. So, while marijuana is a type of cannabis, not all cannabis is marijuana. Millions of people use cannabis every day, and most Americans (54%) live in a state where recreational use is legal. Dispensaries and other businesses in the cannabis space have a unique opportunity to guide consumers toward responsible usage. Branded items like measuring spoons can help control a product’s potency, while promo like custom journals encourage mindful consumption. Cannabis users can use their journal to log the strain or dose they took and record how it helped with their specific needs, like relaxation or improved sleep. From edibles to cannabis-infused drinks, a sector projected to reach $28 billion by 2033, the market is expanding quickly. Globally, the industry is projected to reach $52 billion this year. In just eight years, it could soar to $290 billion. Read on for ideas on how cannabusinesses can use promo to build brand awareness and thoughtfully engage with consumers. 28 • APRIL 2025 • PPAI
Stand Out On The Shelf With Promo When cannabis consumers are browsing the shelves at dispensaries, all kinds of products, from gummies to vapes, are vying for their attention. While people want options, most consumers (64%) feel overwhelmed by choice. Promo can help brands cut through the noise and get noticed on crowded shelves. For example, cannabis enthusiasts may appreciate a logoed reusable storage container to keep gummies fresh or a high-quality rolling tray to make their experience cleaner and more organized. It’s all about giving people a reason to choose one brand over another. Why People Use Cannabis Nearly half of Americans (47%) have tried cannabis, with the most common reasons including: 64% 48% 52% 59% To relax To relieve stress To reduce anxiety To manage pain To improve sleep quality To help them fall asleep Cannabusinesses can use promo that addresses these specific reasons for using cannabis. For example, a custom stress ball or fidget spinner could promote stress relief, helping customers engage with a brand in an interactive way. Or, dispensaries could give branded sleep masks to consumers looking for cannabis strains that help with sleep quality. 45% 45% It’s High Time For Promo Mark your calendar for these cannabis-related observances: February 4 National Hemp Day March 30 National Medical Marijuana Day April 7 National Marijuana Legalization Day April 20 420 Day April Cannabis Awareness Month May 6 International Cannabis Day July 10 National Cannabis Day July 18 National Hashish Day August 8 National CBD Day 2025 Green Wednesday: A PreThanksgiving Shopping Spree Many cannabis consumers love to shop the bountiful sales during Green Wednesday, the cannabis industry’s Black Friday. It occurs the Wednesday before Thanksgiving, giving people a way to stock up on products before the holiday weekend with family and friends. Last year, retail sales on Green Wednesday topped $19 million, with total sales 101% higher than the average from the previous three Wednesdays. Dispensaries and shops that sell cannabis accessories can use promo to draw people in. Offering logoed gifts along with exclusive discounts can boost sales while creating memorable experiences. | Must Read PPAI • APRIL 2025 • 29
Must Read | Campaign Collateral Outfit dispensary staff in a comfy logoed hoodie, like the Dayton Fleece Hoodie. It’s made from soft fleece and features details like an interior phone pocket with a headphone cord port. Choose from multiple colors and women’s and men’s options. PCNA / PPAI 113079, Platinum / pcna.com Generate excitement around a new product line with an easy-wear cap like the Apex Chino Twill Ball Cap. It blends modern styling with a relaxed, unstructured fit. Available in multiple colors, it features a hook-and-loop tape closure. PCNA PPAI 113079, Platinum pcna.com Use a cookbook like Sugar High to promote a special event like a cannabis cooking class or workshop. It features 50 recipes that go far beyond the usual brownie, from cannabis-infused cakes and cookies to seasonal trifles and decadent glazes. The Book Company PPAI 218850, Standard thebookco.com Give customers Rolling Paper along with samples or purchases. Each logoed booklet contains 40 unrefined, unbleached rice papers for a smooth smoking experience. Proinnovative Line / PPAI 111156, Standard-Base / proinnovative.com 30 • APRIL 2025 • PPAI
| Must Read The refillable Custom Metal Flip-Top Lighter keeps a brand visible for session after session. Its oil wick and windproof design ensures a steady flame in any weather. Add a full-color imprint or laser engraving on one side. Cannabis Promotions / PPAI 755476, Standard-Base www.cannabispromotions.com Encourage brand loyalty by thanking customers with the Bamboo Herb Grinder. Its round shape and natural look make it stand out from typical metal grinders, and a laser-engraved logo ensures a brand stays visible. Active Life Promo / PPAI 436753, Standard-Base activelifepromo.com The Cannabis Kit makes a great loyalty gift from dispensaries and growers. It’s filled with all kinds of logoed cannabis accessories, including rolling papers and a grinder and tray, along with an odorproof stash bag with a lock. Tekweld / PPAI 266346, Standard-Plus tekweld.com Sellers is a California-based freelance writer and former associate editor at PPAI. PPAI • APRIL 2025 • 31
Must Read | PPAI U.S. Distributor Sales Volume Estimate Andrii Yalanskyi / Shutterstock.com 32 • APRIL 2025 • PPAI
PPAI U.S. Distributor Sales Volume Estimate | Must Read PPAI U.S. DISTRIBUTOR SALES VOLUME ESTIMATE Modest Growth In 2024, But Reasons For Optimism Remain U.S. distributors are more hopeful for 2025, even in the face of tariff threats and economic uncertainty. Read about other findings from the annual survey. By Arianna Johnson Editor’s Note: Since 1965, PPAI’s Distributor Sales Volume Estimate has been the most trusted, directionally accurate measure of the size of the U.S. promotional products market and trends in the industry. Selected charts displayed in this article are taken from the full report, available online to members at PPAI’s Professional membership tiers – Silver, Gold and Platinum. U.S. DISTRIBUTOR SALES reached $26.8 billion last year, according to PPAI’s 2024 Distributor Sales Volume Estimate, released in mid-February. The latest version of PPAI’s long-running study shows another year of modest growth for the industry as it continued to navigate macroeconomic headwinds, such as supply chain disruptions and high interest rates. While 2024’s growth rate of 2.63% was slightly higher than 2023’s rate of 2.24%, it still failed to outpace 2024’s annual inflation rate of 2.9%, according to the Consumer Price Index report. Looking ahead to 2025, U.S. distributors are optimistic. Nearly two-thirds (65%) expect sales growth, especially large distributors. More than half of U.S. distributors are also expecting higher profits, suggesting they’re adapting their strategies to capitalize on market opportunities and optimize margins. Of course, that optimism should be tempered due to the expansion of tariffs on imports, inflation and overall economic uncertainty. “The promo industry grew 2.63% in 2024, reaching $26.78 billion, despite economic pressures and ongoing tariff uncertainty,” says Alok Bhat, market economist, research and public affairs lead for PPAI. “Distributors are adapting through digital expansion, sustainability and diversified sourcing. While challenges remain, 65% expect sales growth in 2025, signaling strong industry resilience.” The Sales Volume Estimate also tracks the measured progression of several promo industry trends over the past year. These include larger distributors’ capture of a slightly bigger share of sales than they did in 2023, and the continued rise in prominence of sustainable products in the sector. For 60 years, PPAI has been collecting, analyzing and reporting U.S. distributor sales. This annual study, prepared by independent research firm Relevant Insights, is the most definitive and comprehensive of its kind in the industry. It’s a valuable resource for understanding the current landscape for promotional products companies and as a potential tool in any attempt to try to prepare for the future. PPAI • APRIL 2025 • 33
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