The April 2021 issue of PPB showcased how scrappy distributors and suppliers navigated life during the pandemic. that altered the trajectory of the industry. One of the toughest was covering the impact of 9/11, which began on that fateful Tuesday in 2001 and continued with stories over the next weeks and months as we reported on members that were directly affected and the aftereffect of that terrorism on our industry. Other world issues that affected our industry, and that we covered extensively, were the tariffs on Chinese goods and the supply chain crisis. Both of those struck powerful blows to our industry because they caused prices to skyrocket, and the supply chain problem, of course, led to a scarcity of products that we really hadn’t seen on that scale before. Our aim was not only to keep readers updated but to report how industry businesses were navigating through these challenges. The other big issue was obviously the pandemic, with news stories beginning in March 2020 about the lockdowns, layoffs and business closures, and evolved to reporting on how companies were surviving and how our industry was transitioning to sell PPE. There were many great stories that came out of this crisis as the promo industry stepped up to deliver the products that were really needed at that time. We also produced in-depth PPB stories that examined the work-from-home revolution as it opened up new opportunities for promo products, and we talked with company owners to learn how they were retooling their operations and changing their sales approach to help them survive that tumultuous time. My staff and I saw the pandemic from a unique vantage point and learned just how strong and resilient our members could be. It inspired us. What do you think the future holds for the industry? What are the key opportunities and challenges to the marketplace? The promotional products industry dates back to at least the 1870s and PPAI to 1903. That’s a very long time, and the reason they’ve survived is because of their ability to evolve. Being able to change with the times is essential to staying relevant. PPAI’s keen ability to exercise strategic foresight will continue to help it spot trends that hold new opportunities as well as threats. Environmental concerns will be the catalyst for many more changes within the promo industry in terms of manufacturing practices, energy use, product materials and the type of products sold. Products that replace single-use items and those that are kept for a long time have the best future. I hope in-person events are back to stay, but the industry has proven its resilience and flexibility to seek out new business, new markets and new ways to remain valuable to customers. Unfortunately, the ongoing supply chain delays and soaring fuel costs will continue to drive up prices in all industries. Our world is in a state of turmoil right now, and who knows what’s next, but I truly believe marketing will remain essential because companies and organizations must differentiate themselves—now more than ever. Compared to other types of media, promotional products are still a smart buy. Distributors who stay on the leading edge by offering a wide range of marketing expertise will be in the best position to reap the rewards. I’m a glass-half-full kind of person, so I am optimistic about the future despite the challenges everyone is facing right now. Given its long history and amazing ability to stay relevant, I believe the industry has a very bright future ahead. Ellis is the publisher and editor-inchief at PPAI. PPAI Publications Time Capsule A special supplement in 2020, The Playbook To Restart Business offered PPAI's insight on surviving the COVID-19 pandemic. Exit Interview | FEATURE | MAY 2022 | 53
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