As our industry gathered in Las Vegas for The PPAI Expo 2026, the Association announced an update to its long-term course. During comments to open the PPAI Advance conference day lineup on Jan. 12, PPAI President and CEO Drew Holmgreen, CAS, unveiled the organization’s 2026-2030 Strategic Plan, a five-year framework designed to sharpen the industry’s positioning, strengthen its sense of community and equip members for sustained success in an increasingly competitive marketing landscape. “The timing for this strategy is perfect, because the industry is primed,” Holmgreen said. “The reality is that the just over 1% year-overyear U.S. distributor growth lags behind current inflation, continuing a trend from the past several years. And while performance is indeed steady, it’s not explosive.” The plan, developed through a months-long process involving PPAI’s Board of Directors, staff and member input, is intended to be both aspirational and operational – articulating where the branded merchandise industry should be headed, while outlining how PPAI will help get it there. “This strategic plan is grounded in listening,” said Denise Taschereau, CAS, PPAI’s immediate past chair, who oversaw the development process in her role as chair in 2025. “We intentionally engaged members, staff and industry partners to shape the direction, ensuring it reflects the real needs and opportunities we are facing.” The framework for the new plan was developed with support from strategy and change consultancy Coraggio Group. Visually, its structure takes the form of a pyramid, with PPAI’s new vision statement as its apex, supported by a strong Association at the foundation. A Vision Focused On Connection At the top of the plan is a concise vision statement that reflects how PPAI wants the industry – and the wider marketing world – to see branded merchandise: PPAI Industry Vision The PPAI Mission Strategic Foundation Organizational Excellence Organizational Values Growth | Integrity | Community | Joy Strategic Pillars Strengthen Community Elevate The Industry Member Success Priority Lane Sustainability & Responsibility Champion a sustainable, responsible future, guiding industry with stewardship, ethical governance and responsibility practices. Priority Lane 2 Intentional Partnerships and Advocacy Develop partnerships to distribute a global voice and establish a more connected community. Strengthen Community Unite Industry movement through shared purpose, connection and leadership to shape the industry's future. Elevate The Industry Strengthen perception and long-term viability of the industry. Member Success Empower members to achieve success through research, education, advocacy, and connections. Elevate the Industry by strengthening our community, advocating for our members, and providing them the tools to grow and succeed. Invest in the systems, culture and capabilities to serve members and strategic priorities with excellence. Branded merchandise is the premier marketing channel that Powers Lasting Connections PPAI • APRIL 2026 • 25 Elevated Merch | Must Read
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