The Real State of the Industry with ASI Media

This week, we’re joined by Theresa Hegel and C.J. Mittica from ASI Media to explore the findings from the latest Counselor State of the Industry report. As key editors behind the issue, they share valuable insights on how the promotional products industry is navigating challenges like tariffs, shifting client expectations, and project delays, while still showing resilience and optimism. We’ll also dive into trends around AI adoption, sustainability, and the growing interest in Made in USA products, giving listeners a clear snapshot of where the industry stands and what’s coming next. Tired of bouncing between SanMar, S&S, and alphabroder just to compare prices? PromoHunt’s free browser extension does the work for you—automatically showing you price and inventory comparisons across your favorite suppliers while you shop. Join 7,000+ decorators already using PromoHunt daily.PromoHunt.com News If you have anything newsworthy you would like us to share, please email details to [e-mail]. Use the subject line “Weekly News.” https://youtu.be/1BNKlQWhxZE Dad Joke Terry: Did you hear about the guy who fell into the upholstery machine? It’s OK. He’s fully recovered. The Real State of the Industry Aaron: Welcome to the show. Theresa is a regular on the show, but CJ, tell us a little about yourself and your journey into the industry. We’re looking forward to talking Counselor State of the Industry report again this year. Terry: We got a little “inside baseball” on the report, so our questions will reflect that. What’s the biggest theme that emerged from this year’s Counselor State of the Industry report? C.J./Theresa: The struggles of promo industry companies in the first half, but also the resilience they’ve shown in navigating issues like tariff challenges and the optimism that companies have for the rest of the year. Aaron: Something that hasn’t come up in a major way in previous reports, what’s been the impact of tariffs? C.J./Theresa: Our most recent ASI Research data shows that the vast majority of promo distributors are still concerned about tariffs, but it’s shifting from very concerned to somewhat concerned. Also most distributors and suppliers have raised their prices, and inventory shortfalls are expected. Terry: Your study the past two years has measured the scope of negative attitudes about promotional products. What does the data say this year? C.J./Theresa: 31% of distributors are concerned that clients are developing negative attitudes toward promo products, up from 23% last year. Choosing thoughtful, quality products and prioritizing sustainability can ease those concerns. Terry: Let's Go Sew with Joanne Banko - I’m a big fan of consumables like experiences or food. Would be interesting to hear creative ways to customize that with swag :-) David Hanes - With the promo industry having “distributors”, have you noticed the fast growth of “print on demand” (distributors) for the apparel industry? Aaron: Are you seeing a shift to Made in USA manufacturing? C.J./Theresa: Made in USA suppliers performed very well in the first half of the year and are reporting greater interest, and distributors are reporting greatest interest among clients. The vast majority of promotional products will still be manufactured overseas, but a select group of companies have been reshoring production to the U.S. Terry: AI has become very big, and the State of the Industry survey asked companies about their AI usage. What did you find out? C.J./Theresa: Only a quarter of promotional products distributors compared to two-thirds of suppliers use AI. Writing copy is the most common use, followed by creating images, writing proposals, and offering customer service. Aaron: Your report shows half of promo distributors feel projects are taking longer. Why is that the case? C.J./Theresa: Stricter requirements from corporate clients are making the bid pro...