SM's Manifesto for the Future of Our Promotional Product Industry

PPAI Expo 2025, Las Vegas NV

Innovation, community, and adaptability are the lifeblood of the branded merchandise industry.

Change has propelled our ability to creatively partner with clients, and now, we stand at a pivotal moment where the pace of change is accelerating like never before. The choices we make today will determine whether we thrive together or risk unraveling the very foundation that has sustained us for over a century.

Our Industry’s Legacy: A Foundation of Connection

The Promotional Product Industry is built on relationships—deep, career-long connections that create trust and collaboration. It’s why so many of us have stayed in this field for life. Our shared purpose is reflected in the care and creativity we bring to every project, and in the personal bonds we form with colleagues, clients, suppliers, and distributors.

For decades, family-owned businesses and partnerships have been the core of our success. The symbiotic relationship between suppliers and distributors has been a carefully balanced ecosystem, rooted in trust and a shared vision. These relationships have enabled us to navigate challenges, innovate solutions, and create products that foster connection for our clients’ brands.

Navigating Rapid Transformation

Two seismic changes are shaping the future of our industry:

1. Advancing AI Technology:

   AI has revolutionized workflows, streamlined processes, and unlocked possibilities we couldn’t have imagined just a few years ago. Yet, these tools must serve to enhance the connections at the heart of our industry—not replace them.

2. Leadership and Staffing Shifts:

   A younger, tech-savvy demographic is rising in our ranks, bringing energy and fresh ideas. But fewer family-owned businesses, more leadership coming from other industries, and less institutional knowledge of supplier-distributor collaboration risk weakening the ties that hold us together.

Simultaneously, we’re witnessing blurred lines between roles, with some suppliers stepping into distributor territory through technological advancements that could harm the distributor-end user relationship more than it helps. This trend threatens to undermine the trust and collaboration that have been cornerstones of our supply chain.

A Call to Action: Intentionality in Growth

As we adapt to this changing landscape, we must be intentional in preserving what makes our industry extraordinary while embracing innovation. Here’s how:

1. Prioritize Mentorship: 

The new generation of professionals entering our industry represents immense potential. We must actively invest in mentorship to ensure our history, values, and best practices are passed down. Whether through programs like Promo Kitchen, regional boards, or LinkedIn conversations, sharing knowledge is key to preserving our legacy.

2. Strengthen Community: 

Our strength has always come from collaboration. Trade shows, peer groups, and industry events remain critical spaces for exchanging ideas, building relationships, and fostering innovation. Show up, engage, and be an active participant in this community that binds us together.

3. Use AI as a Bridge, Not a Barrier: 

AI should deepen, not disrupt, the supplier-distributor bond. Suppliers, as you build tech solutions, collaborate with distributors to ensure alignment. Just because something is possible doesn’t mean it aligns with our shared values. Let’s create tools that streamline processes, enhance service, and respect the unique roles within our ecosystem.

Moving Forward with Intention

The branded merchandise industry is a rare and special place. It’s not just the products we create but the relationships we build and the connections we foster. As we move forward, let’s keep our values at the center of everything we do: connection, collaboration, and trust.

We can honor our legacy while shaping a future that celebrates innovation and inclusivity. Together, we can preserve and elevate the people, partnerships, and possibilities that make this industry extraordinary.

Let’s create a future where we thrive together—intentionally, thoughtfully, and boldly.