Counselor Top 40 supplier PCNA (asi/66887) recognizes the power of a New Year’s resolution. That idea of making life healthier, more productive, more mindful and more sustainable is on the minds of end-buyers – and at the heart of the company’s 2025 plans.

In a packed Education Day session at ASI Show Orlando, PCNA Senior Vice President of Marketing Mary Furto and Senior Director of Partner Growth Stephanie Preston went over a four-pillared approach for the year in 2025 promo products trends that distributors can use as inspiration: Optimistic Change, Intelligent Simplicity, Glimmers and Care-Fully. Each pillar consisted of product subcategories with different design, function and manufacturing elements that capture their respective category’s vibe.

For example, “Optimistic Change” consists of more than 600 products across 40 categories with eco-friendly materials, which, Furto underscored, “doesn’t have to mean expensive.”

Citing studies that showed that 70% of people thought 2024 would be better than 2023, and that the trend of seeing the glass as half full continues into 2025, creating products that “do their part” for the betterment of the globe is part of how PCNA views distributor demand. In addition, end-buyer scrutiny persists in an age of “greenwashing.”

“They’re not going to just believe you if you say it’s sustainable,” Furto said.

The line includes products like journals made from recycled polyurethane and sugarcane for paper, rPET umbrellas and reusable drinkware – including the ever-popular Stanley-style tumbler but with options aside from the behemoth 40 oz. “We all know about high-capacity drinkware. Not everyone wants a 40-oz. drinkware item,” Furto said.

The focus is on items that people actually want to use, preferably for different tasks. That idea carries over to “Intelligent Simplicity.” Furto mentioned a study that found that nearly 75% of people wish they could slow down the pace of their lives.

“As they’re thinking about that, what are things that we could do to help with that?” she asked. The answer is items that help with organization and space management, such as versatile laptop bags or thermoses that can hold both hot and cold beverages. Furto specifically mentioned the Thule Stravan 2.0 recycled 16-inch laptop backpack, part of PCNA’s partnership with the retail bag brand, which has an expanding main compartment for when necessary but can also be a low-profile bag for everyday use.

Don’t forget the intangibles. “Glimmers,” as Furto said, are all about surprise and delight. In difficult times, there’s certainly room for childlike wonder and tapping into happy memories – “small moments of joy, comfort and safety inspired from nostalgic and emotional connections through touch, sight or smell,” she said.

Distributors should look toward items that have a sense of playfulness and fun, even as a corporate gift. Everyone needs that spark of creativity or joyful inspiration.

The category with perhaps the greatest “New Year’s resolution”-feeling is the Care-Fully category, which centers around health and wellness. PCNA reported that 82% of U.S. customers now consider wellness a top or important priority in their daily lives and will spend as much as one-third of their expendable income on health and wellness products and services.

As Furto put it, Care-Fully products are “things that are really going to make people feel like wellness is a part of that gift.”

It’s intentional living, mindfulness, better sleep, activity – all of the things we say we’re going to do better with in 2025. Think items like essential oil diffusers, sunrise alarm clocks to free yourself from the smartphone first thing in the morning, yoga equipment or meal prep containers. There’s even room for creativity in products like notebooks, like one product the New Kensington, PA-based supplier introduced that is an undated notebook, giving users the freedom to plan without the constraints of preprinted dates and lines. “Maybe they want to do things their own way,” Furto said.

The point is that distributors can find ways to appeal to a sense of individuality and creativity, even in common “work-mode” products.

PCNA’s Preston also made an announcement that she believes plenty of distributor customers and prospective clients would be thrilled to hear: PCNA is getting in on golf.

With products such as golf balls, divot tools and golf towels across three categories (Tee-Time Essentials, Event Prizes and Giveaways, and Look Like a Pro), PCNA now has more to offer in one of the industry’s most sought-after product categories and most popular end-buyer verticals. Preston said there are boundless opportunities for customers with events all year.

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