From PPAI Denise Taschereau Chair-elect of the Board 01.25 PPAI’s vision that promotional products be universally valued and essential to every brand is not so far away. Merch Is Having A Moment WHEN THE CALENDAR FLIPS to a new year, most businesses accelerate their activities to start making progress toward annual goals. We’re all rested and ready, and with The PPAI Expo 2025 on the near horizon, there is again the promise of a new beginning. Yet for so many of our colleagues, the mood is a bit more guarded than usual. The economy is strong, but a lot of us are waiting to see how a new administration in the White House will approach tariffs, which would undoubtedly have an effect on how our industry approaches the market. This issue of PPAI Magazine is loaded with research on how legislation impacts industry companies and an update on how the Association is addressing it all. But rather than wait and watch for what will happen weeks or months from now, I think this is a good time to take a wider view of the recent past, the present and the foreseeable future. The evidence is all around us now: Merch is having a moment. We aren’t talking about logos on promotional products anymore. End buyers and consumers are recognizing that their merch is capable of telling stories, embodying values and creating memorable experiences. Brands everywhere are turning to merch to amplify their presence and purpose. From high-quality, sustainable items that align with ecoconscious missions to limited-edition drops that create exclusivity and buzz, merch is driving conversations and engagement like never before. We also see organizations leveraging merch to bring their hybrid workforces closer together. Whether it’s onboarding kits, recognition gifts or virtual event swag, these tangible touchpoints remind employees of their connection to the brand, regardless of where they work. The promo industry has dealt with legislative and economic challenges before. More than ever, it’s our job to stay ahead of the curve, innovating in ways that keep our offerings fresh, relevant and impactful. With this surge in demand comes growing competition. Ad agencies, print shops, makers and even end buyers themselves are recognizing the power of merch and entering the space. While this influx challenges traditional boundaries, it also underscores the value of what we do and grows the marketplace. The good news is we’re not playing catch-up. We’re leading the way. The promotional products industry has an unparalleled depth of expertise, an understanding of branding and access to an ecosystem of suppliers that’s unmatched. To maintain this leadership, we must double down on professionalism, creativity and service. To help our members do just that, PPAI is in the midst of rolling out a new online learning system for professional development. This tool is designed to help you and your teams sharpen skills, stay informed about trends and deliver the kind of strategic, high-value solutions that clients expect. At the same time, we must embrace collaboration. Collectively, we can expand the entire market. When we come together in Las Vegas and at events throughout the year, let’s share best practices, rally around responsibility guidelines and advocate for the industry as a whole. We can do this. PPAI’s vision that promotional products be universally valued and essential to every brand is not so far away. In 2025, let’s all commit to making merch’s moment permanent. 4 • JANUARY 2025 • PPAI
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