2025 is almost over.

Truly a year for the record books, the last 12 months have seen significant changes to not only the promotional products industry, but also to PPAI and its engagement with its community. Of course, PPAI Media was here for all of it.

Our department has undergone some major changes, too. So, we’re taking this time to celebrate, reflect and relax before we hit the road for The PPAI Expo 2026.

Hope you enjoy our favorite stories and bonding experiences of 2025, as well as our predictions for the year ahead.

Jonny Auping
Senior News Editor

Favorite Story Of 2025: Family First: How Promo Supports Employees Through Parenthood

Looking back, I really have to give credit to the promo firms that opened up to me about their parental leave policies for my reporting on this story. On one hand, they were aware I’d be talking to other firms and so their policies would inevitably be compared to those firms in the story. But more importantly, these were by and large companies headquartered in states that don’t require them to offer such policies. They do it because they feel it’s right. And while it wasn’t the case when I wrote it, now I have a newborn of my own. Every moment away from him is tough. Every time I leave, I’m aware of the pressure I’m putting my partner under. For those reasons, this story remains an important one to me.

Favorite Team Bonding Experience: We all got together for bowling in the middle of the year. It’s been a hectic year, and the PPAI Media team has taken on an expanded role, so it was nice to bond with colleagues and not talk about tariffs or supply chains or acquisitions for a few minutes. We just joked around and chatted about football. Sometimes all you need is to forget about work for a little while.

My New Year’s Resolution: I’m going to try to get better at cooking. I only really have a few dishes I’m confident in. Otherwise, I need to set aside a lot of time to read the recipe twice, chop slowly, do everything cautiously and generally make sure I don’t screw up the meal. I know I just need more repetition with dishes I don’t try as often, so it’s time to get out of my comfort zone, little by little.

Promo Prediction for 2026: The industry will take a giant step in sustainability. The current White House administration is the first in quite some time that has been actively discouraging many sustainability measures. Businesses have quietly stepped backwards from all the ecological progress they’ve made over the past two decades. The term “green-hushing” has been used to describe it. I don’t see that affecting promo. Firms have seen the positive response among brands and end users from sustainable products and concepts. This has become an opportunity to show purpose. It’s proven to be good business, and promo keeps unlocking possibilities.

Non-Promo Prediction for 2026: If I keep predicting that my Buffalo Bills will win the Super Bowl, some day they will. If that happens, expect an out-of-office email from me the following day.

Rachel Zoch, CAS
Public Affairs Manager

Favorite Story Of 2025: Spectrum Designs: Very Welcome

Josh’s feature on Spectrum Designs for the PPAI 100 coverage was a lovely story all around. His well-written account of this really cool company helped us get to know some of the folks who are not only building community but serving their customers with a business model that challenges assumptions by leaning into the differences and strengths of people who are too often sidelined.

Favorite Team Bonding Experience: Can’t say I’m happy about the tariffs and the constant changes in trade policy this year, but DANG, did our small but mighty team pull together to stay on top of it. I tip my hat to Jonny for recognizing a year ago that tariffs would be A Big Deal in 2025, and to him and John both for continuing to find interesting new ways to write repeatedly on the same subject.

My New Year’s Resolution: I don’t really do these. If you want to make a change, why wait for January 1?

Promo Prediction for 2026: The 250th anniversary of the Declaration of Independence will inspire an abundance of red, white and blue merch to celebrate the USA’s semiquincentennial (say that three times fast).

Non-Promo Prediction for 2026: U2 will finally release that new album, and I will start saving my pennies (nickels?) for the tour … IF Larry is back.

Shiella Aparis
Research Coordinator

Favorite Story Of 2025: PPAI Media LIVE: 2025 Mid-Year Trends & Predictions 

This video made me so proud as it reflects the team’s role in helping the industry anticipate and adapt to change.

Favorite Team Bonding Experience: I enjoy getting to learn more about everyone in our weekly meetings.

My New Year’s Resolution: Travel more… more than once, at least!

Promo Prediction for 2026: More firms will continue to adopt AI across different aspects of their operations.

Non-Promo Prediction for 2026: In 2026, AI will become even more refined and reliable, with improved outputs that make it easier for people across industries to work smarter and more effectively.

Alok Bhat
Market Economist, Research & Public Affairs Lead

Favorite Story Of 2025: I can’t choose just one because all of the PPAI Research stories we’ve done this year have been so enlightening. I do want to mention a book that really resonated with me this year: Atomic Habits by James Clear. It reinforced a simple but powerful idea: meaningful change doesn’t come from dramatic moments, but from small, consistent actions over time. That perspective stayed with me both personally and professionally as a reminder that progress is built through discipline, patience and showing up every day.

Favorite Team Bonding Experience: LEAD on Capitol Hill. Working side by side with colleagues and volunteer leaders under tight timelines and high stakes reinforced the power of trust, shared purpose and collaboration and reminded me that our best work happens when we show up for one another with a common mission.

My New Year’s Resolution: Be more intentional with my time and energy, focusing on work and relationships that create lasting impact and letting go of distractions that don’t. Like most resolutions, it’s a continuous effort, but one I’m committed to improving on every day.

Promo Prediction for 2026: The promotional products industry will continue its shift toward higher quality, more intentional products as buyers demand stronger ROI, better design and real everyday usefulness. At the same time, margin pressure and tariff volatility will push companies to be more agile using AI, smarter sourcing and clearer value storytelling to stay competitive.

Non-Promo Prediction for 2026: Adaptability will become the most important leadership skill. With continued economic, technological and policy uncertainty, individuals and organizations that stay curious, flexible and grounded in data will be best positioned to navigate change and turn uncertainty into opportunity.

John Corrigan
Deputy Editor

Favorite Story Of 2025: The Tinned Fish Renaissance Is Hooking Brands With Every Bite

I learn something new every time I chat with Sarah Luna, PPAI’s top-notch marketing copywriter. But half of the time, it’s gibberish: Truckle? Labubu??

The most absurd thing she ever uttered is that “the hottest trend of the summer is… sardines.” I refused to believe her, but she won me over with this entertaining recap of the “tinned fish renaissance” taking over branded merch. The article represents the power of not just promotional products but also Sarah’s storytelling, which is informative, engaging and most of all, fun. 2025 has been brutal for many reasons, so it’s been such a refresher to read her tales about the Savannah Bananas, Oasis’s reunion and even a drunk raccoon. Sarah really found her groove this year, and it’s been exciting to watch her grow.

Favorite Team Bonding Experience: The PPAI Expo 2025. Although working the WrestleMania of the promo industry is stressful and never-ending, our team prioritized camaraderie. We grabbed dinner together every night, enjoyed a few cold beverages at the PromoKitchen Mixer and PCNA happy hour, played putt-putt at The PPAI Expo Party and even lost all of our hard-earned money at the blackjack table.

My New Year’s Resolution: I vow to not purchase another book until I finish reading all of the unopened books sitting on my floor.

Promo Prediction for 2026: The PPAI Media team will take home awards from both the Jesse H. Neal and ASBPE competitions.

Non-Promo Prediction for 2026: I only hit one parlay in 2025, but I’m hoping for better luck in 2026. Here goes: The Eagles will run it back, and One Battle After Another will win Best Picture at the Oscars.

Josh Ellis
Publisher & Editor in Chief

Favorite Story Of 2025: I have to give two. In May, I got the chance to lay out life at the most unique organization in promotional products: Spectrum Designs, a PPAI 100 distributor which exists to employ individuals on the autism spectrum. Its work is so inspiring and purposeful, a model of how all of our organizations can approach the meaning we bring to people’s lives.

Secondly, in October, I had the pleasure of attending Reciprocity Road’s construction of a water tower in support of PromoCares’ Water4Good campaign. To see the gratitude and joy on those children’s faces was unforgettable, and the experience again underlined the overall purpose so many of us bring to our work. I’ve been doing this kind of work a long time, and I’ve written countless articles that I immediately forgot about as I moved onto the next. But these two will stick with me forever.

Favorite Team Bonding Experience: The tariff saga truly brought the PPAI Media team together unlike anything else we’ve experienced during my time at the Association. From best-in-class editorial reporting to video content, and of course, the excellent research and public affairs work that PPAI Media performs as well, this team set a new standard for member service in 2025, staying on top of the biggest issue in promo and working with you in mind.

My New Year’s Resolution: In 2026, I’m going for gratitude. My usual mode is to look for ways to make things better – in my work, at home, everywhere. But this year I want to be really thoughtful about acknowledging just how good I have it now. Wonderful team. Healthy family. Everything could always be better, of course. But I’m going to be reminding myself how good I have it already.

Promo Prediction for 2026: I truly think it’s going to be a big year for business – like 6%-8% growth. From the vibe-cession to the tariff drama, promo has being fighting like hell just to tread water since 2023 or so. But market forces show us that the economy may be poised for a strong year in 2026, and at the same time, marketers are starting to recognize that there is incredible value in connections that are tangible and experiential. All of us are beginning to recognize the sickening uncanny valley of AI creation online. And it’s so easy to scroll past another digital ad. But brands are figuring out that you can’t ignore great merch.

Non-Promo Prediction for 2026: I’ve been waiting to say this since I was 7 years old, sitting in a movie theater watching Jurassic Park: We’re going to get some dino de-extinction progress in 2026. You may already have heard about this company, Colossal Biosciences, that (sort of) brought dire wolves back to life thousands of years after they disappeared.

Well, it is apparently much harder to do that with dinosaurs, so I’m not saying that you or I will be looking a baby ankylosaurus square in the eyes by 2027, but I think we’ll hear some exciting news about reverse-engineered chickens bringing us a few steps closer to something approximating a T-Rex. And I don’t care how many bad sequels they make, or how many people get eaten in them, I will be first in line for the real-life Isla Nublar.