From Momentum The industry’s increasingly sustainable direction makes a strong showing at The PPAI Expo. By Elizabeth Wimbush, CAS LAST YEAR’S SIGNS of progress at The PPAI Expo captured something important: Responsibility had moved out of the margins. It wasn’t hidden in one or two sessions or relegated to the “sustainability nerds” (yours truly included). It was visible, expected and increasingly part of the conversation. Booths looked different. Rooms were full. Attendees lingered longer asking questions about environmental impact. Even better, The PPAI Expo 2026 didn’t feel like a sequel. It felt like what comes next. The most noticeable shift wasn’t volume, it was restraint – fewer sweeping claims and less narrative filler. More matterof-fact explanations of what’s actually happening inside companies and across supply chains. Not dramatic and grandiose, just grounded. That kind of change doesn’t usually grab headlines, but it is the kind that usually sticks. Validated data showed up more consistently, and not as a special feature. Certifications, documentation and defined metrics were treated as normal reference points rather than value-adds. When gaps existed, they were often acknowledged plainly. No panicked gymnastics to justify. That alone says something about where the merch industry is. There’s a growing comfort with saying, “This is where we are and what we plan to do to To Maturity 20 • MARCH 2026 • PPAI Voices | Responsibility
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