Kicking off The PPAI Expo 2026, 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 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.
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, and supported by a strong association at the foundation.
Elevate The Industry
The heart of the plan is organized around three strategic pillars, which define PPAI’s core imperatives for the next five years.
One of those pillars is to Elevate the Industry, which focuses on strengthening the perception and long-term viability of branded merchandise. That includes industry-wide marketing, research, advocacy and storytelling efforts designed to position branded merchandise as an essential part of modern brand strategy.
“It’s time for the next big leap for branded merch,” Holmgreen says. “This industry has been built by passionate leaders who’ve laid an amazing foundation. But recently, growth has flattened. It hasn’t outpaced inflation, and that’s a signal: The old perceptions of merch as just ‘stuff we all get’ are holding us back.”
Drew Holmgreen, CAS
PPAI President & CEO
That perception must change, Holmgreen stresses.
“Branded merchandise is one of the most powerful marketing mediums on the planet,” he says, “a channel that creates emotion, sparks connection and stays with people far longer than any passive impression ever could. And right now, merch is having a cultural moment. Consumers want it, brands are embracing it and the world is paying attention.
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“This is our opportunity. By elevating the industry, repositioning merch at the center of brand strategy and proving its ability to power lasting connections, we unlock the momentum that breaks through stagnation and ignites real, sustainable growth for the entire branded merch community.”
“So, it’s time to elevate,” Holmgreen adds. “It’s time to push. It’s time to make this leap together.”
