When PPAI unveiled its 2026–2030 Strategic Plan at The PPAI Expo in January, Association leaders described it as both aspirational and operational – a framework for where the branded merchandise industry should be headed and how PPAI will help move it forward.
Over the coming months, members will begin to see some of the plan’s most visible outcomes take shape.
By September, PPAI expects to introduce several major initiatives intended to elevate branded merchandise, improve the member experience and provide the industry with stronger tools to grow. They include a unified global marketing campaign, a new self-service member portal and a first-of-its-kind economic impact report developed with Oxford Economics.
PPAI will also provide members with a closer look at the work ahead during a town hall on Aug. 20.
Together, the developments represent the Strategic Plan moving from framework to action.
A Global Message For Branded Merchandise
At the top of PPAI’s Strategic Plan is its vision for the industry:
“Branded Merchandise is the premier marketing channel that Powers Lasting Connections.”
The forthcoming Merch Moves Us campaign is designed to bring that vision to a wider audience.
The global marketing initiative will position branded merchandise as a powerful, proven channel capable of creating emotional connections, strengthening brand affinity and remaining part of consumers’ lives long after other advertisements have disappeared.
The campaign will speak directly to media buyers, marketers, agencies and event professionals, challenging outdated perceptions of merch as an auxiliary tactic or a collection of disposable items.
That message is central to the Strategic Plan’s Elevate the Industry pillar, which calls for PPAI to strengthen the perception and long-term viability of branded merchandise through marketing, research, advocacy and storytelling.
Members will also have access to research, campaign tools and ready-to-use assets to reinforce the industry’s value in their own markets and client conversations. The goal is to create a unified message that can be amplified throughout the branded merchandise community and adapted for audiences around the world.
A More Intuitive Member Experience
PPAI is also preparing to introduce a new self-service member portal designed to simplify how members interact with the Association.
The portal will bring important membership information, benefits, tools and resources into one user-friendly experience. Members will have more control over their accounts and preferences, greater visibility into their membership and simpler access to the services they rely on.
The platform reflects both the Member Success pillar and the Strategic Plan’s foundation of Organizational Excellence by creating a more streamlined and personalized connection between members and PPAI.
More information about the portal and its launch on Sept. 1 will be shared in the coming weeks, including user guides and simplified how-to instructional videos.
Measuring The Industry’s Global Impact
PPAI is also preparing to release a comprehensive global economic impact report developed with Oxford Economics.
The study will go beyond industry sales figures to measure branded merchandise’s contributions to gross domestic product, employment and tax revenue around the world. The research will examine the full ecosystem, from raw materials and manufacturing through distribution and the final branded activation. The resulting data is expected to support advocacy efforts while giving members stronger evidence of the industry’s scale, reach and economic importance.
Building Toward 2030
PPAI’s Strategic Plan is organized around three pillars – Elevate the Industry, Strengthen Community and Member Success – supported by a foundation of Organizational Excellence.
The initiatives coming this summer touch each part of that framework.
Merch Moves Us will give the industry a stronger and more unified voice. The Oxford Economics report will provide credible data to support awareness and advocacy. The member portal will improve access to PPAI resources, while the Aug. 20 town hall will keep members connected to the Association’s direction.
PPAI’s recently updated look and feel offered an early signal of that momentum. The developments arriving by September will provide something more substantial: new tools, new evidence and a broader platform for telling the story of branded merchandise.
The Strategic Plan established the direction. Members will soon begin experiencing more of what it was designed to deliver.
