From PPAI Denise Taschereau Chair of the Board 12.25 For younger generations, a product with a logo can hold meaning far beyond marketing – it can say, “I belong here.” It can signal shared values, identity and purpose. From Moment To Momentum WHEN I SAT DOWN to write my first letter in PPAI Magazine at the beginning of the year, I shared an observation: Merch is having a moment. And I also shared my belief that together we can make that moment permanent. Almost a full year later, my optimism is stronger than ever. We’re well on our way – thanks in large part to emerging leaders in our business, as well as to those throughout the larger marketing community and to the ideals of younger consumers. Everywhere I look, I see proof that promotional products are changing for the better. They’re becoming more meaningful. The medium is no longer just about exposure or impressions. For younger generations, a product with a logo can hold meaning far beyond marketing – it can say, “I belong here.” It can signal shared values, identity and purpose. That’s a profound shift. This month, as we celebrate the PPAI Rising Stars, I’m reminded that the future isn’t waiting in the wings. It’s already here – bright, curious and restless to do things differently. These emerging leaders are fluent in a new creative language. They understand that a well-made product with an authentic story can build community. They care about integrity in design and responsible quality in production, not just quantity or reach. They see merchandise not as clutter but as connection. Watching this new generation step forward – including into seats on your PPAI Board – has made me reflect on what it means to lead today. The instinct to protect what we’ve built is strong, but so is the opportunity to evolve. The best thing seasoned professionals can do right now is to stay open – to mentor, sure, but also to listen and to leave space for ideas that challenge us. I’ve seen the value of this approach firsthand in recent months as we’ve worked to develop the Association’s forthcoming Strategic Plan, taking feedback from longserving volunteers and rising leaders alike. The younger professionals entering our field aren’t trying to replace what came before. They’re trying to build on it, to make it more relevant and more responsible for the world they’ve inherited. At Fairware, we built our business on the belief that what we create should reflect what we value. That belief is spreading. Across the industry, I see companies weaving purpose into their work, choosing products more carefully, asking tougher questions, insisting that creativity and conscience belong in the same conversation. It’s not a uniform change – it’s unfolding company by company, person by person – but it’s happening, and it’s worth celebrating. The Rising Stars show us what this evolution looks like in real time. They bring curiosity, digital literacy and empathy into their decision-making. They see that good storytelling and good sourcing go hand in hand. And they remind all of us that leadership isn’t about holding the gavel. It’s about knowing how to pass it, and how to listen. Our challenge now is to meet their courage with our own, to teach what we know and to let ourselves be changed in the process. The health of this industry depends not only on innovation, but on our willingness to trust and collaborate across generations. If we do that – if we make space for these new voices and give their ideas the respect they deserve – our industry won’t just stay relevant. It will thrive, guided by creativity, purpose and heart. 4 • DECEMBER 2025 • PPAI
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