International leaders from the branded merchandise industry converged at the Grand Tirolia Hotel in Kitzbühel, Austria, from October 6-9 for the GXN Conference. It was the fifth annual edition of the event, which focuses on networking and thought leadership within the merch industry.
- PPAI President and CEO Drew Holmgreen, CAS, traveled to Austria to take in the conference’s content while making and strengthening international connections.
“Any time we can connect with leaders from across the global branded merchandise community, there’s value in sharing what we’re learning and learning from one another,” Holmgreen says. “We were able to share resources like the global economic impact study, but what really stood out was the sense of alignment around a common goal: elevating our medium and strengthening its position as a marketing channel.”
The event began with an informal networking evening that encouraged open conversation and new connections. Then, participants entered the GXN golf tournament against the backdrop of the Tyrolean Alps, alongside opportunities for introductory golf, cycling and hiking in beautiful autumn weather.
The conference program on October 8-9 combined forward-looking keynotes and panel discussions. Contributions from Michael Freter and Florian Rotberg set the strategic context, while keynote speaker Achim Berg explored the implications of artificial intelligence for leadership and organizational structures. His presentation challenged CEOs to rethink how organizations are designed, how decisions are made and where AI can create new opportunities.
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A central focus of the conference was GXN founder Michael Freter’s One Voice Initiative: an effort to create greater alignment across manufacturers, distributors, suppliers, service providers and industry associations worldwide. Following intensive discussions, delegates adopted the Kitzbühel Declaration 2030, which describes a defining moment for an industry connecting brands, organizations and consumers through tangible experiences.
The declaration establishes eight guiding principles:
- Demonstrate measurable ROI
- Collaborate on global standards
- Measure sustainability
- Invest in future talent
- Eliminate greenwashing
- Improve supply chain transparency
- Protect ethical manufacturing
- Increase exposure within public affairs
Founded in 2022 as a meeting point for global executives and thought leaders, GXN has evolved into an international community and platform for industry-wide discussion. GXN aims to use the momentum from Kitzbühel to encourage continued engagement among industry leaders and associations, and to translate the eight principles into future conversations and initiatives.
