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.

Sustainability & Responsibility

The heart of the plan is organized around three strategic pillars, which define PPAI’s core imperatives for the next five years:

  • Elevate the Industry
  • Strengthen Community
  • Member Success


Distinct from the pillars are two Priority Lanes, cross-cutting commitments designed to be embedded throughout every aspect of the plan rather than confined to a single initiative.

Responsible sourcing and sustainability are not optional – they are essential to the industry’s future.”

Denise Taschereau, CAS

Immediate Past PPAI Board Chair

The first, Sustainability and Responsibility, reflects a clear stance on the industry’s future.

“The plan also makes it clear that responsible sourcing and sustainability are not optional – they are essential to the industry’s future,” says Denise Taschereau, CAS, Immediate Past PPAI Board Chair and CEO of Fairware.

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Sustainability isn’t a standalone initiative, adds Elizabeth Wimbush, CAS, director of sustainability and responsibility at PPAI. It’s integrated in how companies do business, design and manufacture merch and their go-to-market strategies. 

Our objective… [is to integrate] stewardship, ethical governance and responsible manufacturing into how we operate.”

Elizabeth Wimbush, CAS

Director of Sustainability & Responsibility, PPAI

“For example, under the pillar of ‘Elevate the Industry,’ one of the strategic initiatives is to lead the industry in responsible and data-driven storytelling,” Wimbush says. “Under ‘Member Success,’ we have empowering members with tools for sustainability integration in business operations. 

“Our objective with this Priority Lane is to lead the industry toward a more sustainable and responsible future, integrating stewardship, ethical governance and responsible manufacturing into how we operate.”