If it feels like something is shifting in our industry… it’s because it is.
We’ve just celebrated the launch of the 2026 PPAI 100, recognizing organizations that are not only leading at a high level, but helping define what the future of branded merchandise looks like. Adjustments to the program this year reflect something just as important, the first full year of PPAI’s new five-year strategic plan.
Drew Holmgreen, CAS
President & CEO, PPAI
That’s not a coincidence. Last year was, very intentionally, a building year. We focused on establishing a new foundation grounded in who we are, where we’re going and how we move forward together. But just as importantly, we made a deliberate shift in how we talk about and position our industry.
We spent time listening more closely, learning from across our community and grounding our direction in research and real market insight. What became clear is that our greatest opportunity for growth isn’t just in what we sell, but in how we are understood.
And it starts with language. Moving from promotional products to branded merchandise isn’t just semantics. It’s a signal that what we do is bigger than product. We are part of how brands connect, engage and build lasting relationships.
That realization led directly to the creation of our five- year strategic plan rooted in a clear and unified belief that branded merchandise is a critical marketing channel that powers lasting connections. By reframing and repositioning our industry around that truth, we create space for new growth, new relevance and a bigger role in the conversations that shape brand strategy.
Now, the work shifts. This year is about action. And not incremental action, but meaningful, visible and influential movement that begins to change perception at scale.
Across the market, I’m seeing that shift take hold. I’ve had the opportunity to spend time recently at annual meetings for Premier Group and HALO and with leaders across our community who have been leaning into this positioning for years. What stands out isn’t just their success, it’s their perspective. They’re not waiting for the industry to evolve. Instead, they’re actively shaping how branded merch shows up in the marketing conversation.
They see the opportunity clearly. And more importantly, they’re acting on it. That’s where the alignment with our strategic plan becomes powerful.
At its core, our strategy is focused on elevating the industry, strengthening our community and driving member success. But it only works if we move together and unify behind a shared story about who we are and the value we deliver.
Because perception drives value. And value drives growth.
This is where initiatives like PPAI’s “Superfriends” strategy come into play. We’re intentionally expanding our presence into adjacent audiences, teaming up and aligning with marketers, brand leaders and associations who influence how decisions are made. This is about widening our lane and ensuring that when the conversation turns to building brands, we’re already at the table.
And yes, if we do this right, we might finally retire phrases like “giveaways”, “trinkets” and (cringiest of all) “tchotchkes.”
What excites me most is that this isn’t theoretical anymore. The foundation is in place, and the action is happening through bold, sweeping moves, stronger partnerships and a clearer voice for what branded merch truly delivers.
Five years from now, success will be defined not just by growth, but by how our industry is understood and valued.
It’s thrilling, because now is when a moment creates momentum – not for a few companies or a select group. For all of us.
Let’s align behind it. Let’s amplify it. And let’s lead the charge together.
