PPB July 2022

says, “There’s a reason why PPAI has functioned as a very successful nonprofit industry association for as long as it has, and it comes down to the caliber and motivations of the people who comprise it and help to lead it.” For Anderson, one of those individuals is PPAI President and CEO Dale Denham. “Dale recognizes the valueadded potential of a precisely executed technology strategy,” Anderson says. “That was refreshing and frankly, encouraging to me. It was a factor in my excitement and willingness to participate in the PPAI Board and help to, hopefully, steer it in the direction of growth and sustainability.” When it comes to corporate social responsibility and sustainability, Anderson says the industry has been a strong advocate. “But I look at sustainability as more of a global phenomenon. If you have a business that’s environmentally sustainable, but not economically or technologically sustainable, it’s a not-for-long proposition,” he says. To be a viable industry, Anderson says promo must be sustainable from a CSR, economic and technological standpoint. He says, “As I look at our industry, it’s really those three primary deliverables that we, as a collective supplier and distributor base, are going to have to have an obsessive-like focus about over the next five to 10 years.” This “three-legged stool” is crucial. Anderson says, “It will position this $25 billion-plus industry for continued growth and relevance. Are we good stewards in terms of being citizens in the communities we serve? Are we a sustainable business model in terms of value added at each step and culminating in a delighted end user?” This ‘delighted end user’ should always be the main focus. Anderson says, “The only security that we have in this enterprise is a delighted end user. Everything else is irrelevant unless the end user who receives your product is delighted by the experience. It’s my job, if nothing else, to obsess about what it is to have a delighted end user.” Figuring out how to delight end users is something Anderson will continue to do as he serves on the PPAI Board. “My desire to serve was largely informed by what I saw around me—smart, capable committed people who had the longtermmindset that a high promo tide will raise all boats.” Valdez is an associate editor at PPAI. PPAI: 111248 | ASI: 35375 | SAGE: 50327 | UPIC: ACCENTS | DC:101273 www.americanaccents.com 888.287.7883 PERFECT FOR... Pulpboard Coasters ѭ 'FWX ѭ 7JXYFZWFSYX ѭ 9WFIJ XMT\X ѭ -TYJQX ѭ FSI RTWJ ѭFull color digital imprint ѭCustom shapes available ѭ170+ stock shapes available ѭMade & printed in the USA ѭWhite high-density pulpboard ѭAvailable in 35/55/80 pt. thicknesses 50 piece minimums! | JULY 2022 | 53 GROW