Blog
October 2026 Committee Connections
From Readiness to Adoption:Building What’s Next at PromoStandards The future of industry connectivity depends on more than technical standards alone. It requires collaboration, implementation, education, and engagement to transform ideas into meaningful business outcomes. Across PromoStandards, member volunteers, committee leaders, and industry experts continue to work together to advance implementation readiness, support adoption, and create resources that help organizations succeed. Recent committee discussions highlighted significant progress in standards testing, implementation guidance, member enablement, and community engagement initiatives that continue to move the organization forward. Together, the Standards Committee, Best Practices Committee, and Membership & Marketing Committee are helping move industry initiatives from readiness to adoption while creating the foundation for future growth. Moving Standards Into Real-World Validation The Standards Committee is focused on validating and refining the next generation of PromoStandards standards, ensuring organizations have the tools, resources, and confidence needed to successfully implement emerging REST-based services. Recent collaborative working sessions resulted in several important milestones, including finalized approaches for HTTP response code handling and pagination, Product Data and Events (Webhooks) refinements, the initial version of Inventory 3.0, Enumerations enhancements, and improvements to supporting developer resources. These efforts are helping create a stronger and more consistent implementation framework for organizations adopting PromoStandards standards. A major focus has now shifted toward testing and validation. Product Data 3.0 and Events (Webhooks) testing efforts continue to expand, with suppliers, distributors, and technology providers actively participating in implementation and feedback activities. These efforts are helping ensure the standards are practical, reliable, and ready for broader industry adoption. The committee is also advancing Inventory 3.0 testing readiness while continuing work on JWT-related resources, shared object standardization, validator improvements, and other implementation tools designed to improve consistency and reduce complexity for implementers. Looking ahead, educational content and breakout sessions planned for Tech Summit will help members better understand emerging REST standards and implementation approaches while supporting broader adoption across the industry. Ensuring emerging REST standards are not only developed, but tested, refined, and ready for successful implementation remains a key focus as PromoStandards prepares the industry for broader adoption. Creating the Resources That Drive Adoption The Best Practices Committee is focused on creating the guidance, resources, and educational tools that help members confidently adopt, implement, and realize value from PromoStandards initiatives. This work ensures that standards are not only developed, but successfully adopted and applied in real-world business environments. One of the committee’s most significant initiatives is the evolution of the Supplier Assessment Questionnaire into a broader Supplier Health Assessment program. Through a dedicated cross-functional workgroup, members are exploring assessment criteria, participation models, and recognition opportunities that can help improve supplier readiness while encouraging broader industry engagement. The committee also continues to support Product Data 3.0 and Event Subscription (Webhooks) adoption through use-case-driven implementation guidance. Members are developing resources that help organizations understand how standards can be applied within real-world workflows, moving beyond technical specifications to practical implementation scenarios. Documentation modernization remains another major area of focus. As PromoStandards increasingly adopts OpenAPI-based specifications, the committee is helping ensure standards remain accessible to both technical and business audiences through consistent publishing approaches, narrative guidance, FAQs, onboarding resources, and educational materials. Artificial intelligence continues to be a strategic initiative as well. The AI workgroup is developing guidance related to MCP integrations, authentication models, and AI-enabled workflows that will help members navigate emerging technologies while maintaining interoperability and standards alignment. Another important milestone is the publication of credentialing and rate-limiting guidance, providing members with additional implementation resources designed to improve consistency and adoption success. Making PromoStandards more accessible through practical guidance, implementation resources, and member support remains central to helping organizations adopt standards with confidence. Strengthening the Foundation for Future Growth The Membership & Marketing Committee is focused on creating the structure, visibility, and engagement opportunities needed to support the next phase of PromoStandards growth. A major focus for the committee is refining its long-term structure and strategic role within the organization. Members are working to clarify responsibilities, strengthen governance, and ensure the committee remains closely connected to the needs of suppliers, distributors, decorators, service providers, and other stakeholders throughout the industry. Membership growth and engagement remain key priorities. The committee continues exploring new opportunities to expand participation, improve accessibility, and encourage broader involvement across the PromoStandards community. These efforts support long-term organizational growth while helping more companies realize the value of standards-based connectivity. Industry visibility is another area of focus. Preparations are underway for an expanded presence at upcoming industry events, including the PPAI Expo, where PromoStandards will continue showcasing the value of standards, collaboration, and connectivity through enhanced booth experiences and member engagement activities. The committee is also supporting promotional activations, outreach initiatives, and community-building opportunities designed to strengthen awareness and encourage ongoing participation across the PromoStandards ecosystem. Together, these efforts help create a stronger, more connected community while supporting membership growth, retention, and long-term industry engagement. Through strategic planning, industry outreach, and member engagement initiatives, the Membership & Marketing Committee is helping position PromoStandards for long-term growth and greater industry impact. Building Toward What’s Next The work happening across PromoStandards committees reflects a shared commitment to advancing standards, improving adoption, and strengthening community engagement. Whether it’s preparing Product Data 3.0 and Events (Webhooks) for broader adoption, developing practical implementation guidance, modernizing member resources, advancing AI best practices, or creating new opportunities for industry engagement, each committee continues to play a vital role in shaping the future of industry connectivity. As Product Data 3.0 testing, Inventory 3.0 development, Supplier Health Assessment initiatives, AI guidance, onboarding resources, and community engagement efforts continue to advance, one thing remains clear: PromoStandards is building the foundation for its next phase of growth. Together, PromoStandards members are doing more than developing standards. They are creating the frameworks, resources, and relationships that are driving the next generation of connectivity across the promotional products industry. Get Involved The progress highlighted across each committee reflects the expertise and dedication of member volunteers who are helping shape the future of the industry. Whether you’re a supplier, distributor, service
Advisory Member: Boundless
Member Spotlight: How Boundless Is Connecting Creativity, Commerce, and Technology History of Boundless Founded in Austin, Texas, in 2005, Boundless was built on a simple belief: there was a better way to connect brands with people through branded merchandise. Over the past two decades, the company has evolved from a promotional products distributor into a full-service merch media agency, combining creative strategy, technology, commerce, fulfillment, and brand experiences to help organizations create deeper and more meaningful audience connections. Boundless’ growth has been fueled by both innovation and strategic expansion, including the acquisitions of PromoAdvantage in 2023, Touchstone in 2024, and Wet Paint Group in 2026. Each addition broadened the company’s creative, operational, and experiential capabilities while reinforcing its commitment to helping brands create lasting impressions. Today, Boundless brings together merchandise, technology, storytelling, and human connection through its guiding philosophy: “Merchandise is media.” The company believes branded merchandise should do more than display a logo. It should tell a story, create meaningful engagement, and deliver measurable value for the brands behind it. Led by CEO Aaron Hamer alongside a leadership team that includes Andrea Stoll, Sarah Gaeta, and Pat Barry, Boundless continues to focus on innovation while maintaining a culture centered on collaboration, entrepreneurship, and accountability. One of the company’s proudest recent milestones has been its transformation into Your Merch Media Agency™, a strategic evolution supported by investments in creative services, technology, commerce, and experiential marketing capabilities. Technology & Innovation Technology has long been central to Boundless’ approach to serving clients. They utilize connected commerce platforms, enterprise integrations, program management tools, and data-driven insights to help brands simplify how merchandise programs are managed, distributed, and measured. For customers, that includes integrated online stores, personalized gifting experiences, automated workflows, and enhanced visibility into program performance. For supplier partners, improved connectivity creates more efficient information exchange and reduces manual touchpoints throughout the process. Boundless is currently undergoing a significant digital transformation initiative, incorporating PromoStandards endpoints across supplier partners to improve automation, accelerate timelines, and increase efficiency throughout its technology ecosystem. The company’s goal is not to replace the human side of the business with technology, but rather to eliminate friction so teams can focus on creativity, strategic thinking, and relationship building. According to Boundless, the future of the promotional products industry depends on greater connectivity. As customer expectations continue to rise, organizations will need access to accurate product information, real-time inventory visibility, streamlined order processing, and systems that communicate seamlessly with one another. “Technology is only as powerful as the ecosystem it connects.” That belief drives Boundless’ commitment to collaboration and standards-based connectivity throughout the industry. PromoStandards’ Impact Boundless joined PromoStandards in 2024 during the first phase of its ERP transformation. The goal was straightforward: reduce friction and gain access to reliable, real-time information from supplier partners. PromoStandards integrations provide Boundless with direct access to product data, pricing, and configuration information from participating suppliers. By receiving accurate information directly from the source, the company can improve reporting, automate business processes, and create better experiences for both clients and internal teams. As an Advisory Member, Boundless views active participation as an extension of one of its core values: Find A Better Way. They believe stronger industry infrastructure requires organizations willing to actively contribute to the solutions that benefit everyone. By participating in standards development and industry leadership initiatives, Boundless brings the distributor perspective to conversations surrounding interoperability, data standards, and the practical realities of operating at scale. “Active participation allows organizations like Boundless to contribute practical perspectives, anticipate emerging needs, and help ensure that standards remain relevant as technology and customer expectations evolve.” The company also encourages greater involvement from organizations across the industry, noting that stronger participation leads to improved efficiency, better partnerships, and more seamless customer experiences. Looking Toward the Future Boundless believes the promotional products industry is entering an exciting period of transformation. They see growing opportunities to elevate the role of merchandise within the broader marketing landscape, moving beyond products alone and toward a more strategic combination of commerce, creativity, personalization, technology, and brand experiences. “The opportunity isn’t just to sell more products. It’s to make merchandise matter more.” To achieve that vision, Boundless believes the industry must continue addressing challenges including fragmented data, inconsistent technology adoption, supply chain complexity, and increasing customer expectations for transparency and speed. Standards and connectivity play a critical role in solving those challenges. When product data, inventory information, order details, and fulfillment updates move seamlessly between systems, organizations can reduce errors, improve decision-making, and create more sophisticated experiences for customers and end users alike. By continuing to invest in technology, champion collaboration, and expand what’s possible through merchandise, Boundless aims to help build an industry that is stronger, smarter, and better connected. Through creativity, connectivity, and innovation, the company hopes to help lead the evolution of promotional products toward a future that is more strategic, impactful, and valuable for everyone.
September 2026 Committee Connections
Turning Progress Into Impact Across the Industry:PromoStandards Advances Connectivity The future of industry connectivity is built on more than standards alone. It requires collaboration, implementation, education, and engagement. Across PromoStandards, member volunteers, committee leaders, and industry experts are working together to advance standards, improve adoption, and create meaningful opportunities for innovation throughout the promotional products ecosystem. Recent committee discussions highlighted significant progress across multiple initiatives, from testing next-generation REST standards to developing practical implementation guidance and strengthening member engagement. Together, the Standards Committee, Best Practices Committee, and Membership & Marketing Committee are helping transform ideas into action and standards into business value. Preparing the Next Generation of Industry Connectivity The Standards Committee continues to advance the technologies, frameworks, and resources that power industry connectivity, ensuring the next generation of PromoStandards is practical, scalable, and ready for real-world adoption. A major milestone is the renewed focus on testing for both Events (Webhooks) and Product Data 3.0. Following recent specification refinements, Events testing is officially restarting, while Product Data 3.0 testing continues to expand. These activities represent important steps toward validating real-world implementations and ensuring the standards are practical, reliable, and ready for broader adoption. The committee also continues to refine supporting resources that will help implementers succeed. The Enumerations API continues to advance through testing and refinement and remains an important tool for standardizing data across implementations. At the same time, members are preparing for an upcoming in-person working session focused on implementation resources, testing initiatives, validator development, and other strategic priorities supporting REST adoption. These efforts reflect PromoStandards’ commitment to delivering practical, scalable standards that simplify integrations, improve interoperability, and support the next generation of connected workflows. From Product Data 3.0 and Events testing to REST implementation resources and validator development, the Standards Committee is helping prepare the industry for the next generation of connected workflows. Turning Technical Standards Into Practical Guidance The Best Practices Committee is focused on helping members transform technical standards into meaningful business outcomes by creating the guidance, resources, and support needed to successfully adopt and apply PromoStandards in real-world business environments. They recently gathered for a two-day workshop focused on helping organizations maximize the value of PromoStandards through implementation guidance, onboarding resources, and member-focused best practices. A key outcome was the decision to develop use-case-based guidance for Product Data 3.0 and Event Subscriptions (Webhooks). These resources will complement technical specifications by helping members understand how standards can be applied to real-world business scenarios. The committee also continued efforts to improve onboarding resources, FAQs, and member education materials. Recognizing that organizations begin their PromoStandards journey from different starting points, members agreed to create distinct orientation and implementation pathways that better support both business and technical audiences. Another significant focus area was the advancement of contract decoration workflow guidance. Members explored best practices and purchase order processes designed to improve communication and operational consistency among distributors, decorators, and blank-product suppliers. Artificial intelligence remains a strategic initiative as well. The AI Best Practices effort continues to bring together business and technical perspectives to explore how AI-enabled tools, agents, and workflows can interact with PromoStandards services and industry connectivity. The goal is to develop practical guidance that helps members leverage emerging technologies responsibly and effectively. The committee also continues to evaluate the future of the Supplier Assessment Questionnaire (SAQ), exploring opportunities to increase participation and assess potential future validation models that could provide additional value to the industry. From AI best practices and onboarding improvements to implementation guidance and operational workflows, the Best Practices Committee is helping members turn standards into practical business value. Fueling Growth, Retention, and Industry Engagement The Membership & Marketing Committee is focused on strengthening the PromoStandards community through member engagement, retention initiatives, strategic outreach, and programs that create meaningful opportunities for connection, participation, and long-term growth. A major focus for the committee is defining how PromoStandards can continue to strengthen member engagement, retention, and community growth. Through its ongoing charter refresh, members are evaluating the committee’s purpose, responsibilities, and future priorities to ensure they align with the organization’s evolving needs. The committee is also exploring opportunities to expand engagement through virtual events, in-person gatherings, member outreach, and community-building initiatives that help organizations stay connected throughout the year. As PromoStandards continues to expand opportunities for engagement, Tech Summit remains an important touchpoint for member connection, collaboration, and industry dialogue. At the same time, committee leaders are working to clarify how volunteers and staff can best collaborate to support member engagement, marketing, and outreach efforts. This work will help create a sustainable framework that leverages both volunteer expertise and staff support to maximize impact across the organization. Together, these initiatives support a stronger, more connected community and ensure PromoStandards continues to deliver value for both current and prospective members. From Tech Summit planning and member engagement initiatives to retention strategies and community-building efforts, the Membership & Marketing Committee is helping create a stronger, more connected PromoStandards community. The Momentum Continues The work happening across PromoStandards committees reflects a shared commitment to advancing standards, improving adoption, and strengthening community engagement. Whether it’s validating new REST standards, creating practical implementation guidance, enhancing onboarding resources, exploring emerging technologies, or building new opportunities for member engagement, each committee plays a vital role in shaping the future of industry connectivity. As Product Data 3.0, Events (Webhooks), AI Best Practices, onboarding resources, retention initiatives, and Tech Summit preparations continue to move forward, one thing remains clear: the momentum across PromoStandards continues to grow. Together, PromoStandards members are doing more than developing standards. They are creating the frameworks, resources, and relationships that are driving the next generation of connectivity across the promotional products industry. Get Involved The progress highlighted across each committee reflects the expertise and dedication of member volunteers who are helping shape the future of the industry. Whether you’re a supplier, distributor, service provider, technology partner, or industry professional interested in improving connectivity and efficiency, there are opportunities to contribute. Join a committee, participate in workgroups, attend Tech Summit, or become a member to help drive
PRINTING United Expo 2026: What Happens When Industries Converge?
PRINTING United 2026: Connections, Convergence, and the Future of Our Industry By Jessica Shonebarger, Executive Director If I had to summarize my experience at PRINTING United 2026 in a single sentence, it would be this: PRINTING United reminded me that the future of our industry isn’t print versus promo or technology versus people. It’s what becomes possible when we connect all of them. That theme appeared everywhere I looked throughout the event. From massive printing equipment and apparel decoration technology to workflow automation, AI-powered solutions, software platforms, promotional products, and packaging, the show floor demonstrated just how quickly the lines between once-separate industries are disappearing. But while the technology was impressive, my biggest takeaway wasn’t a machine, platform, or piece of software. It was the people behind them. A Week of Connecting with Members One of the best parts of attending PRINTING United was the opportunity to spend time with so many PromoStandards members on the show floor. Throughout the week, I visited member booths, caught up with familiar faces, met new industry professionals, and had conversations with the people who are building, integrating, and using these technologies every day. We also hosted a PromoStandards Member Happy Hour during the event. Bringing members together outside of the busy show floor environment created an opportunity for meaningful conversations, new connections, and valuable discussions about where our industry is headed. There is simply something different about meeting face-to-face. Technology may power our businesses, but relationships remain one of the most important drivers of innovation and collaboration across our industry. A Shared Commitment to Connectivity Throughout the event, I was reminded that PromoStandards is, first and foremost, a community. I had the opportunity to visit many member booths, hear about new initiatives, and learn how companies are navigating change across technology, production, and customer expectations. As I made my way across the show floor, one thing that stood out was just how many PromoStandards members were represented. Whether I was catching up with longtime members or meeting new faces, there was a common theme in many of our conversations: the growing importance of connectivity. As businesses adopt new technologies and customer expectations continue to evolve, the ability for systems and partners to work together seamlessly has never been more important. Along the way, we captured some fun moments with members proudly sharing We Standardize on PromoStandards. What I appreciated most was how naturally it reflected the conversations we were already having. It wasn’t about a sign or a photo opportunity. It was a reflection of the commitment our members have made to helping create a more connected industry. The standards our industry relies on are successful because companies choose to support them, contribute to them, and advocate for their adoption. Seeing that enthusiasm throughout the show reinforced the strength of our community and our shared belief in the value of connectivity. The Industry Is Converging One thing that surprised me most at PRINTING United was just how real industry convergence has become. We often talk about the overlap between commercial print, promotional products, apparel decoration, fulfillment, software, packaging, and production technologies. At PRINTING United, you could see that convergence happening in real time. You could walk directly from commercial printing equipment into promotional products, then into automation and software solutions, and then into packaging and fulfillment. Those aren’t separate conversations anymore. They’re increasingly part of the same customer experience. That creates tremendous opportunity, but it also introduces complexity. The more connected these industries become, the more important it becomes for systems to communicate effectively with one another. The ASI Pavilion was a great example of this convergence in action. It helped make the relationship between print and promotional products highly visible while highlighting the growing opportunities between those markets. More printers are exploring promotional products as a way to expand their offerings, while suppliers, distributors, decorators, and technology providers continue finding new ways to collaborate. What stood out to me was that these discussions were no longer theoretical. They were practical conversations about growth, diversification, and how companies can better serve their customers through broader product and service offerings. The Show Floor Conversation: AI, Automation, and Implementation If there was one topic that seemed to be everywhere, it was automation. While AI remained a major discussion point, the conversation has matured considerably. Last year, many discussions centered around answering the question: “What can AI do?” This year, the focus shifted toward implementation: How do we use AI effectively?How does it connect to existing systems? How do we automate repetitive tasks? How do we improve efficiency? How do we ensure the data driving these tools is accurate? That final question is especially important. AI can be incredibly powerful, but it is only as useful as the information available to it. If product information is inconsistent, inventory data is inaccurate, or systems aren’t communicating correctly, adding AI doesn’t automatically solve those problems. In many cases, it simply makes those issues more visible. That’s why I see such a strong connection between AI and industry standards. Standards create structure. AI creates new ways to leverage information. Together, they provide a powerful foundation for innovation. Why Connectivity Matters More Than Ever As I walked the show floor, one theme continued to surface over and over again: Everything depends on connectivity. Products need data. Orders need data. Inventory needs data. Artwork systems need data. Production systems need data. Customers expect visibility, accuracy, and real-time information throughout the process. As new technologies emerge and more businesses become interconnected, the ability for systems to exchange information seamlessly becomes increasingly important. This is where PromoStandards plays a critical role. Standards may not be the flashy technology drawing crowds on the show floor, but they are part of the foundation that allows those technologies to work together. As our industry continues to converge, interoperability becomes even more valuable. The Future of Merch Is About Experiences Another trend that stood out was how branded merchandise continues to evolve. The future of merch isn’t simply about placing
August 2026 Committee Connections
From Standards to Adoption:The Work Shaping What’s Next at PromoStandards The future of industry connectivity is being built through collaboration. Across PromoStandards, member volunteers, committee leaders, and industry experts are working together to strengthen standards, improve adoption, and create new opportunities for innovation throughout the promotional products ecosystem. Recent committee discussions highlighted significant progress in key initiatives that are helping shape a more connected, scalable, and efficient future for the industry. From advancing REST standards and implementation readiness to improving onboarding experiences and building momentum for Tech Summit, PromoStandards Committees continue to transform ideas into action and standards into business value. Bridging the Gap Between Standards and Adoption While standards provide the framework, successful adoption depends on making them practical, understandable, and easy to implement. That work continues through the Best Practices Committee, which remains focused on helping organizations get the most value from PromoStandards. A key priority is improving the onboarding experience for new members and implementers. Feedback gathered from the community reinforced the need for clearer onboarding resources, FAQs, and implementation guidance that help organizations understand where to begin and how to successfully adopt standards. Beyond onboarding and implementation guidance, the committee continues to identify common operational workflows that would benefit from additional best practices. One area of focus is the Purchase Order (PO) process for contract decorating, including scenarios where separate purchase orders are submitted to decorators and blank product suppliers. The goal is to document practical guidance that helps organizations implement these workflows more consistently and efficiently. Artificial intelligence remains another strategic focus area. The AI Best Practices initiative is exploring opportunities to support data quality, automation, standards compliance, and implementation efficiency, ensuring the PromoStandards community is prepared to leverage emerging technologies responsibly and effectively. The committee is also evaluating the future direction of the Supplier Assessment Questionnaire (SAQ), helping determine how it can continue to deliver value and support implementation readiness throughout the industry. The Best Practices Committee is helping bridge the gap between standards development and real-world implementation by creating resources, guidance, and industry collaboration opportunities that make adoption easier and more impactful. Advancing the Standards That Connect Our Industry The Standards Committee continues to make progress on several key initiatives designed to strengthen industry connectivity and support the next generation of PromoStandards. As work advances across multiple projects, the committee is focused on ensuring that testing, validation, and implementation efforts are completed thoughtfully and collaboratively. Several important milestones are currently in progress, and the committee is preparing more comprehensive updates as work reaches the next stage. Additional details on standards development, testing activities, and implementation resources will be shared in future updates. Stay tuned for more updates as the committee continues to move these important initiatives forward. Building Awareness, Engagement, and Momentum As industry initiatives continue to advance, the Membership & Marketing Committee is focused on ensuring members remain informed, engaged, and connected. A major area of focus is the continued momentum surrounding Tech Summit. Sponsorship opportunities are nearly sold out, demonstrating strong industry support and the growing value organizations see in participating in PromoStandards events and initiatives. The committee continues to support event planning efforts while working closely with staff, volunteers, and workgroups to create an engaging experience for attendees, sponsors, and industry partners. These collaborative efforts help ensure Tech Summit remains a valuable gathering place for education, networking, and innovation. Strengthening PromoStandards’ visibility through ongoing branding and messaging initiatives remains a priority for membership growth. The committee focuses on communicating the value of standards, connectivity, and collaboration to both technical and business audiences. By connecting strategic communications with member engagement, the committee continues to help expand awareness of PromoStandards and create meaningful opportunities for organizations to participate in the community. From Tech Summit planning and sponsorship growth to strategic communications and member outreach, the Membership & Marketing Committee is helping build a stronger, more connected PromoStandards community. Looking Ahead The work happening across PromoStandards committees reflects a shared commitment to advancing standards, improving adoption, and strengthening community engagement. Whether it’s building the technical foundation through REST standards, helping members successfully implement those standards, or creating opportunities for industry connection and collaboration, each committee plays an important role in shaping the future of the promotional products ecosystem. As Product Data, Webhooks, onboarding resources, AI initiatives, Tech Summit planning, and other strategic efforts continue to move forward, one thing remains clear: the momentum across PromoStandards continues to grow. Together, PromoStandards members are doing more than developing standards. They are creating the frameworks, resources, and relationships that will help drive the next generation of connectivity across the industry. Get Involved The progress highlighted across each committee reflects the expertise and dedication of member volunteers who are helping shape the future of the industry. Whether you’re a supplier, distributor, service provider, technology partner, or industry professional interested in improving connectivity and efficiency, there are opportunities to contribute. Join a committee, participate in work groups, attend Tech Summit, or become a member to help drive the next generation of standards and innovation across the promotional products ecosystem. Together, we’re building a more connected industry.
SAAC Expo 2026: The Future of Promo Starts with Connection
The Power of Community, Collaboration, and Connectivity: Reflections from SAAC Expo PromoStandards was a first-time exhibitor at the SAAC Expo this month, and the experience reinforced something we’ve long believed: the promotional products industry is eager to innovate, collaborate, and prepare for what’s next. Over the course of the event, our team had countless conversations with suppliers, distributors, service providers, and industry professionals about technology, automation, AI, and the future of data connectivity. While every discussion was unique, one question surfaced again and again: “Who is PromoStandards, and where do you fit within the industry?” Many attendees were surprised to learn that PromoStandards is a nonprofit, volunteer-driven organization built by industry professionals who are committed to solving common operational challenges through open standards and collaboration. Conversations evolved beyond technology; they became discussions about efficiency, customer experience, business growth, and the collective future of our industry. Most importantly, they highlighted the impact that PromoStandards members and volunteers continue to make every day. While attending SAAC Expo, we also had the opportunity to meet with active members and our Board Chair to discuss why they invest their time, expertise, and resources into PromoStandards and what they see for the future. Membership in Action: PromoShop As an Adopting Member, PromoShop has embraced PromoStandards as a strategic investment in both business growth and industry advancement. For PromoShop President Kate Alavez, the journey began with a single experience. “Honestly, the Hack-a-Thon. I was asked to be a judge for a virtual Hack-a-Thon hosted by PromoStandards and it was the biggest WOW moment. I immediately knew I needed to be closer to the work going on in those rooms.” That initial exposure quickly evolved into active participation. For PromoShop, one of the greatest benefits of membership has been the opportunity to engage in broader conversations around standards, technology, and industry growth. Kate said, “Membership opened a door for us to engage in the dialogue more freely as it pertains to the standards and how we lift our businesses, supply chain, and the industry.” Her message to companies considering membership is simple: “Do it – don’t wait, don’t assume you need to be a programmer or CTO – we’re solving challenges in cross-collaborative spaces and all our voices are needed here.” Kate added, “PromoStandards volunteers are BUILDING the digital scaffolding for our businesses – this is an essential network of brilliant humans leading our industry toward future growth.” The Operational Impact PromoShop’s Inventory Control and Data Analytics Manager, Jenna Catron, sees the value of PromoStandards every day through the lens of operations. Prior to standardized integrations, critical information lived across spreadsheets, emails, and supplier portals. Today, much of that information is centralized and accessible in real time. “PromoStandards provides a common language across our supplier network, allowing us to scale without creating unique processes for every supplier.” For PromoShop, the impact is significant. Processes that once required multiple touchpoints and manual checks can now be completed within minutes. Product setup, inventory visibility, pricing updates, invoicing, and reorders all benefit from greater automation and connectivity. When asked about the biggest operational benefit, Jenna’s answer was immediate: “Just one?! Time savings!” She added, “Membership is a tremendous tool in your toolkit. Beyond the immediate operational benefits, membership gives you the opportunity to learn from others, contribute to industry-wide improvements, and help shape the future of how our industry operates. That combination of knowledge, collaboration, and innovation is incredibly valuable.” Creating Better Customer Experiences For eCommerce and technology teams, standardized data has become essential. Savio Ragonesi, eCommerce Analyst & Technologist, explained that every storefront depends on reliable product, inventory, and order information to create a seamless customer experience. The ability to connect directly with supplier inventory and automate fulfillment workflows has improved speed, efficiency, and scalability across PromoShop’s growing print-on-demand programs. “Every storefront we build depends on clean, structured data behind the scenes. Product details, inventory, and order status all need to be reliable for the front-end experience to work. Standardized data means we can build and launch new storefronts faster, with far less manual work.” Similarly, Tim Shore, Senior eCommerce Marketing and Web Designer, sees PromoStandards as a critical enabler of modern commerce. He said, “PromoStandards is the solution that distributors and suppliers have been needing!” Adopting PromoStandards has enabled PromoShop to bring merchandising, warehousing, inventory control, and website building into a single environment, reducing manual input across programs. As customer expectations continue to evolve, Tim noted that today’s buyers expect frictionless online experiences and immediate access to accurate information. Their clients expect seamless eCommerce experiences with minimal contact with customer service. PromoStandards helps make that possible through standardized, connected data that powers everything from storefront creation to order fulfillment. Why Suppliers Are Investing in PromoStandards For supplier member High Caliber Line, joining PromoStandards was initially a strategic business decision. According to Brian Padian, Vice President of Sales & Marketing, as leading suppliers rapidly adopted PromoStandards, it became clear that participation wasn’t optional for companies looking to remain competitive and continue growing. “After learning and completing the first standards, the value proposition was obvious. PromoStandards has been able to expand our ability to transfer data so it is accurate, clean, and improved.” Brian shared that membership has strengthened credibility with their largest customers while enabling deeper engagement with industry leaders. “PromoStandards has delivered on its commitment. We admire that growth continues,” Brian added. As a veteran in the industry, Brian has seen how the industry has embraced changes and adapted over the years. He shared his opinion on PromoStandards: “This is the single most important organization in the promo industry for the next five years. You used to need a catalog. Now you don’t need a catalog; you need PromoStandards.” When asked what he would tell every company attending SAAC Expo, his answer underscored the broader importance of the organization: “This industry still needs people. PromoStandards helps make those relationships smoother and more efficient. It brings strong minds together to help keep our industry moving forward.” The Power of Volunteer Leadership As a volunteer-driven nonprofit, PromoStandards depends on industry leaders who are willing to contribute their time and expertise for the greater good. Our Board Chair, Amy Rabideau, MAS, attended SAAC Expo while representing PromoLink in her role as Director of Strategic Growth, Business Development & Go-to-Market. We were happy to take some time with her to discuss why she started volunteering with PromoStandards, her perspective of the industry, and what the future holds. Her motivation for becoming involved is one many industry professionals can relate to. “I lived through the pain. Anyone who has spent five minutes trying to track down an order status, verify inventory across three different portals, or manually
July 2026 Committee Connections
Driving the Future of Industry Connectivity: How PromoStandards Committees Are Turning Vision Into Action The promotional products industry is evolving rapidly. As technology advances, buyer expectations grow, and automation reshapes how business gets done, connectivity has never been more important. Across PromoStandards, volunteers, member organizations, and industry leaders are working together to build a more connected and efficient ecosystem. Recent committee meetings demonstrated the momentum behind that mission, from advancing next-generation technology standards and implementation guidance to expanding member engagement and industry awareness. Together, the Standards Committee, Best Practices Committee, and Membership & Marketing Committee are helping ensure PromoStandards remains at the forefront of industry innovation while delivering meaningful value to suppliers, distributors, service providers, and technology partners. Advancing the Technical Foundation At the heart of PromoStandards’ work is the ongoing development of a modern, REST-based standards ecosystem designed to improve interoperability and simplify integration across the industry. The Standards Committee continues to make significant progress on Product Data v3, Webhooks, shared objects, and REST implementation standards. These initiatives are focused on creating consistent, scalable, and testable specifications that help organizations exchange information more efficiently while reducing integration complexity. One major area of focus has been establishing shared definitions and common data structures that serve as a single source of truth across specifications. By standardizing core data elements and improving consistency between services, PromoStandards is creating a stronger foundation for future innovation. The committee is also moving Product Data v3 and Webhooks into final testing and validation phases. Pilot programs and real-world testing opportunities are being planned to ensure specifications are practical, reliable, and ready for broader adoption. As preparations continue for the upcoming Best Practices in-person meeting and the 2027 Tech Summit, the committee remains focused on delivering tangible progress members can implement and benefit from. The committee’s work is helping create a more connected industry by delivering consistent, testable, and scalable standards that reduce complexity and improve interoperability across the promotional products ecosystem. Turning Standards Into Real-World Success While technical standards provide the framework, successful adoption depends on practical implementation guidance. That’s where the Best Practices Committee plays a critical role. The committee continues to develop resources that help organizations translate standards into operational efficiency and better user experiences. As product offerings become more sophisticated, organizations need clear guidance for representing optional packaging, multi-part products, kits, and bill-of-material configurations. The committee is helping define repeatable approaches that reduce ambiguity and improve consistency across implementations. At the same time, the group is actively planning for the future. AI emerged as a major discussion topic, with members exploring best practices around automation, responsible AI usage, credentials management, and how AI-powered systems may interact with the standards in the years ahead. These conversations are helping shape the foundation of the organization’s 2027 roadmap while ensuring members have practical guidance to navigate emerging technologies. The committee’s work continues to make standards more accessible, easier to implement, and more valuable for organizations of every size. Standards deliver the most value when organizations can easily implement them. The Best Practices Committee is helping bridge that gap by creating practical guidance, real-world examples, and consistent implementation strategies that drive adoption across the industry. Expanding Engagement and Industry Visibility As PromoStandards continues to grow, awareness and engagement remain essential to increasing adoption and delivering value across the industry. The Membership & Marketing Committee is leading efforts to strengthen member engagement, elevate brand visibility, and expand outreach to new audiences. One of the most encouraging developments is the strong support for Tech Summit. More than 80% of returning sponsors have renewed their commitment, demonstrating industry confidence in the event and the growing impact of PromoStandards initiatives. The organization is also increasing its presence at major industry events, including SAAC and the PPAI Expo, creating new opportunities to connect with members, highlight success stories, and introduce more organizations to the value of standards-based connectivity. The committee explored how PromoStandards can broaden its audience. Through ROI-focused content, case studies, and business-oriented communications, PromoStandards is helping more stakeholders understand the tangible value standards can create. As PromoStandards continues to grow, the committee is focused on connecting technical innovation with business value, helping more organizations understand how standards, connectivity, and collaboration drive success across the promotional products industry. Why It Matters Technology standards are only successful when they are developed collaboratively, implemented effectively, and embraced by the broader community. That is what makes PromoStandards unique. Through the combined efforts of its committees, member organizations, and volunteers, PromoStandards is not only advancing technical standards but also creating the guidance, education, engagement, and advocacy needed to drive industry-wide adoption. Whether it’s developing Product Data v3, exploring AI best practices, preparing for Tech Summit, or creating new ways to engage members, the work happening today is helping shape a more connected future for the promotional products industry. Get Involved The progress highlighted across each committee reflects the expertise and dedication of member volunteers who are helping shape the future of the industry. Whether you’re a supplier, distributor, service provider, technology partner, or industry professional interested in improving connectivity and efficiency, there are opportunities to contribute. Join a committee, participate in work groups, attend Tech Summit, or become a member to help drive the next generation of standards and innovation across the promotional products ecosystem. Together, we’re building a more connected industry.
Advisory Member: Gemline
Gemline’s Commitment to Community, Connectivity, and Industry Leadership History of Gemline Founded in 1958 as Gem Giftwares, Gemline’s journey is one of adaptation, innovation, and continuous growth. The company began as a distributor selling promotional products to school photographers before shifting to service station premium items for Sunoco during the 1960s. When regulatory changes in 1973 ended gas station premium programs, Gemline successfully pivoted again, entering the travel industry by supplying bags to travel agencies. Today, Gemline has evolved into one of the promotional products industry’s largest hard goods suppliers, offering a diverse portfolio that includes bags, coolers, drinkware, headwear, stationery, writing instruments, technology products, umbrellas, and more. The company employs more than 500 people worldwide, with headquarters in Lawrence, Massachusetts, and additional offices throughout China, India, and Vietnam. At the heart of Gemline’s success is its purpose: “We Promote Community.” That philosophy influences every aspect of the organization, from employee culture and customer relationships to its commitment to social impact through its betterway® corporate responsibility platform. Gemline is also proud to have achieved both a Certified B Corporation in 2024, recognizing years of dedication to environmental responsibility, social impact, accountability, and transparency and a Massachusetts Public Benefit Corporation, reinforcing its commitment to balancing purpose with profit. Led by President and CEO Frank Carpenito and Executive Chair Jonathan Isaacson, Gemline continues to focus on long-term innovation, continuous improvement, and industry leadership. Innovation Through Technology Gemline views itself as a consumer products company operating within the promotional products industry, a perspective reflected in both its product portfolio and technology investments. The company represents more than 30 globally recognized retail brands, including Samsonite, Sharpie, Moleskine, Osprey, and Igloo, while continuing to invest heavily in automation, artificial intelligence, and digital connectivity. Gemline’s philosophy on technology is that its primary role is to eliminate friction throughout the customer experience. Through integrations and automation, distributor partners gain real-time access to critical information without relying on emails or phone calls. Internally, AI-powered tools streamline order management and customer service, allowing employees to focus on higher-value work. The goal is to make Gemline exceptionally easy to do business with and create a seamless experience for customers. Gemline believes automation, data connectivity, and real-time information exchange will form the foundation of the industry’s ongoing digital transformation. “As buyer expectations continue to evolve, suppliers and distributors who can exchange clean, real-time data will win on both cost and experience,” the company shared. “Automation enables people to focus on higher-value work while connectivity builds trust between trading partners.” PromoStandards’ Impact Gemline became involved with PromoStandards during its earliest stages, before the organization was formally established. The company’s interest stemmed from a shared vision: reducing the manual, repetitive communication that historically created inefficiencies for both suppliers and distributors. Before standardized integrations existed, inventory checks, order status requests, and product information inquiries often required phone calls and emails. Distributor-specific integrations also created significant complexity, requiring suppliers to support multiple custom solutions. Today, PromoStandards has transformed that process. Distributor partners can access live inventory, product data, pricing, order status updates, shipment notifications, and electronic purchase orders directly within the platforms they already use. “What used to be a phone call is now an instant, accurate answer.” Gemline highlighted electronic purchase orders (ePOs) as one of the most valuable PromoStandards integrations, allowing orders to flow directly into internal systems without manual re-entry while reducing errors and follow-up communication. As an Advisory Member, Gemline believes active participation is essential to the success of industry standards. “Our purpose is ‘We Promote Community,’ and there’s no better expression of that than helping build the shared infrastructure the entire industry relies on,” the company said. “As one of the industry’s largest suppliers, we have a responsibility to contribute, not just consume.” Gemline’s involvement helps ensure standards remain practical, scalable, and valuable for organizations across the promotional products ecosystem. Looking Toward the Future The future of the promotional products industry presents tremendous opportunity, according to Gemline. The company points to changing buyer demographics, increasing expectations for sustainability, and the rapid advancement of artificial intelligence as key forces driving industry evolution. At the same time, Gemline believes the industry must continue improving adoption of universal data standards and elevating product quality to meet modern consumer expectations. “PromoStandards has proven the model works, but adoption is still uneven across the industry,” the company noted. For Gemline, standards and connectivity remain critical because they reduce integration complexity, lower implementation costs, and make participation accessible to organizations of every size. The company hopes to continue leading by example. “We want to be proof that doing right by employees, customers, and community isn’t at odds with running a successful business.” Gemline’s focus remains on product innovation, technology-enabled efficiency, sustainability, and continued investment in industry connectivity through initiatives like PromoStandards. Their continued leadership, collaboration, and innovation is helping build the standards and technology that will define the next generation of the promotional products industry. “The work PromoStandards does, and the community of suppliers, distributors, and service providers who volunteer their time to it, makes the industry better. As an Advisory Member, Gemline is proud to be part of that effort.”
