{"id":5104,"date":"2025-08-07T09:03:35","date_gmt":"2025-08-07T13:03:35","guid":{"rendered":"https:\/\/asicentral.com\/?p=5104"},"modified":"2025-08-07T10:50:38","modified_gmt":"2025-08-07T14:50:38","slug":"asi-releases-2025-counselor-state-of-the-industry-promo-trends-tariffs-and-tech","status":"publish","type":"post","link":"https:\/\/asicentral.com\/press-releases\/asi-releases-2025-counselor-state-of-the-industry-promo-trends-tariffs-and-tech\/","title":{"rendered":"ASI Releases 2025 Counselor State of the Industry: Promo Trends, Tariffs and Tech"},"content":{"rendered":"<p>TREVOSE, PA \u2013 August 7, 2025<\/p>\n<h4>Distributors respond to economic pressures with resilience and innovation<\/h4>\n<p><strong><em>\u201cThis year\u2019s data-driven research doesn\u2019t just chart numbers \u2013 it tells the story of how hard-working entrepreneurs are navigating marketing shifts to remain trusted marketing partners for their clients.\u201d \u2013 ASI CEO Tim Andrews<\/em><\/strong><\/p>\n<p>The <a href=\"https:\/\/members.asicentral.com\/\">Advertising Specialty Institute<\/a>\u00ae (ASI), the leading authority in the $26.6 billion promotional products industry, has released its highly anticipated <a href=\"https:\/\/members.asicentral.com\/soi\">Counselor State of the Industry<\/a>, a comprehensive, data-driven analysis offering vital insights into the trends, challenges and opportunities shaping the future of promo.<\/p>\n<p>Amid persistent financial headwinds, supply chain disruptions and steep import taxes, the 2025 report highlights an industry marked by agility and innovation. The latest analysis shows that while distributors reported average sales declines of 3.6% in Q1 and 3.2% in Q2 of 2025, many firms remain optimistic, adapting to tariff uncertainty through pricing strategies, diversified sourcing and value-added services.<\/p>\n<p>\u201cWhat stands out most in our findings is the determination and creativity of the suppliers and distributors driving this industry forward,\u201d said <a href=\"https:\/\/www.linkedin.com\/in\/timothymandrews\/\">Timothy M. Andrews<\/a>, ASI\u2019s president and chief executive officer. \u201cThis year\u2019s research doesn\u2019t just chart numbers \u2013 it tells the story of how hardworking entrepreneurs are navigating marketing shifts to remain trusted marketing partners for their clients. We\u2019re proud to provide the tools and intelligence they need to stay strong, informed and competitive.\u201d<\/p>\n<p>For the first time, the ASI data team compared revenue growth and stock performance among publicly traded and private equity-backed firms on the Counselor Top 40 list \u2013 an annual ranking of the industry\u2019s highest-earning companies \u2013 to their privately owned counterparts.<\/p>\n<p><strong>Among the standout data points from this year\u2019s report:<\/strong><\/p>\n<ul>\n<li><strong>70% of suppliers<\/strong> raised prices in Q2 2025, primarily in response to tariffs.<\/li>\n<li><strong>46% of distributors<\/strong> now offer company stores to clients, signaling increased demand for customized, tech-enabled solutions.<\/li>\n<\/ul>\n<p>The <a href=\"https:\/\/members.asicentral.com\/soi\">2025 Counselor State of the Industry<\/a> is based on extensive surveys of distributors and suppliers across North America. Now in its 48th year, the State of the Industry remains the most authoritative benchmark for decision-makers in branded merchandise.<\/p>\n<p>\u201cThe 2025 research report fills the need in our industry for the data that firms can and should use to benchmark their business and plan for growth in the year ahead,\u201d said Nate Kucsma, ASI senior executive director of research.<\/p>\n<p><strong>Notable insights:<\/strong><\/p>\n<ul>\n<li><strong>Sourcing shifts:<\/strong> Demand for Made-in-USA promotional products is rising. At the same time, suppliers are continuing to diversify sourcing away from China due to import costs.<\/li>\n<li><strong>Cybersecurity risks rise:<\/strong> Cyberattacks are hitting the promo industry hard \u2013 with 40% of top firms already impacted. Distributors and suppliers rank ransomware as a top concern heading into 2026.<\/li>\n<li><strong>AI in the promo space:<\/strong> Artificial intelligence is gaining ground as a tool for streamlining operations and enhancing efficiency \u2013 though integration with legacy systems and security remains a hurdle.<\/li>\n<li><strong>Industry consolidation accelerates:<\/strong> Major M&amp;A deals like S&amp;S Activewear\u2019s (asi\/84358) acquisition of alphabroder, backed by private equity, are reshaping the supplier landscape \u2013 narrowing supplier options, shifting pricing power and raising the stakes for smaller distributors.<\/li>\n<\/ul>\n<p>\u201cThis year\u2019s Counselor State of the Industry shows a market in motion, where disruption is the norm and innovation is lighting the path ahead,\u201d said <a href=\"https:\/\/x.com\/CJ_ASIMedia\">Editor-in-Chief C.J. Mittica<\/a>. \u201cThe data makes one thing clear: Forward-thinking sales professionals aren\u2019t just adapting \u2013 they\u2019re finding new ways to lead.\u201d<\/p>\n<p><strong>From pricing strategies to sourcing shifts and tech adoption, the 2025 Counselor State of the Industry delivers deep, actionable insights for promotional product companies and is <a href=\"https:\/\/members.asicentral.com\/soi\">available online<\/a>.<\/strong><\/p>\n<p>Reporting provided by ASI Media Editors Sara Lavenduski, Theresa Hegel, Brendan Menapace and Hannah Rosenberger, with Managing Editor Joan Chaykin. Magazine design by Editorial Digital Art Director Hillary Glen and online design by Senior UI Designer Kathleen Fitzgerald. Michele Bell is ASI Senior Vice President, Content and Global Alliances.<\/p>\n<p><strong>For more information on the 2025 Counselor State of the Industry or <a href=\"https:\/\/www.asicentral.com\/research\">numerous other market research reports<\/a>, contact Nate Kucsma at <a href=\"mailto:nkucsma@asicentral.com\">nkucsma@asicentral.com<\/a>.<\/strong><\/p>\n<p><strong>About ASI<\/strong><br \/>\nThe Advertising Specialty Institute (ASI\u00ae, <a href=\"https:\/\/asicentral.com\/\">asicentral.com<\/a>) serves a network of 25,000 suppliers, distributors and decorators in the $26.6 billion promotional products industry. The company\u2019s flagship product, the technology platform ESP\u00ae, manages the industry\u2019s entire supply and marketing chain. ASI also produces award-winning digital and print content, live events and educational programs that enable companies in 48 countries to be more efficient, productive and profitable. The ASI media and research team delivers trusted, business-critical data, insights and news, while the ASI Learning Network offers members dynamic, on-demand education, from industry fundamentals to advanced tools like AI and ESP+. The company, family-owned since 1962, is proud to have been consistently ranked among the \u201cBest Places to Work\u201d in Philadelphia and Bucks County, PA.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>TREVOSE, PA \u2013 August 7, 2025 Distributors respond to economic pressures with resilience and innovation \u201cThis year\u2019s data-driven research doesn\u2019t&#8230;<\/p>\n","protected":false},"author":10,"featured_media":5105,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-5104","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press-releases"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>ASI Releases 2025 Counselor State of the Industry: Promo Trends, Tariffs and Tech &#8226; ASI<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/asicentral.com\/press-releases\/asi-releases-2025-counselor-state-of-the-industry-promo-trends-tariffs-and-tech\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ASI Releases 2025 Counselor State of the Industry: Promo Trends, Tariffs and Tech\" \/>\n<meta property=\"og:description\" content=\"TREVOSE, PA \u2013 August 7, 2025 Distributors respond to economic pressures with resilience and innovation \u201cThis year\u2019s data-driven research doesn\u2019t...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/asicentral.com\/press-releases\/asi-releases-2025-counselor-state-of-the-industry-promo-trends-tariffs-and-tech\/\" \/>\n<meta property=\"og:site_name\" content=\"ASI\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/adspecialtyinstitute\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-07T13:03:35+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-07T14:50:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/asicentral.com\/wp-content\/uploads\/2025\/08\/SOI-2025-header_800x300.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"800\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jim Hollis\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@asicentral\" \/>\n<meta name=\"twitter:site\" content=\"@asicentral\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jim Hollis\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/asicentral.com\\\/press-releases\\\/asi-releases-2025-counselor-state-of-the-industry-promo-trends-tariffs-and-tech\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/asicentral.com\\\/press-releases\\\/asi-releases-2025-counselor-state-of-the-industry-promo-trends-tariffs-and-tech\\\/\"},\"author\":{\"name\":\"Jim Hollis\",\"@id\":\"https:\\\/\\\/asicentral.com\\\/#\\\/schema\\\/person\\\/d970b883ca6c4ee22d88412b72ca6281\"},\"headline\":\"ASI Releases 2025 Counselor State of the Industry: Promo Trends, Tariffs and Tech\",\"datePublished\":\"2025-08-07T13:03:35+00:00\",\"dateModified\":\"2025-08-07T14:50:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/asicentral.com\\\/press-releases\\\/asi-releases-2025-counselor-state-of-the-industry-promo-trends-tariffs-and-tech\\\/\"},\"wordCount\":781,\"publisher\":{\"@id\":\"https:\\\/\\\/asicentral.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/asicentral.com\\\/press-releases\\\/asi-releases-2025-counselor-state-of-the-industry-promo-trends-tariffs-and-tech\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/asicentral.com\\\/wp-content\\\/uploads\\\/2025\\\/08\\\/SOI-2025-header_800x300.jpg\",\"articleSection\":[\"Press Releases\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/asicentral.com\\\/press-releases\\\/asi-releases-2025-counselor-state-of-the-industry-promo-trends-tariffs-and-tech\\\/\",\"url\":\"https:\\\/\\\/asicentral.com\\\/press-releases\\\/asi-releases-2025-counselor-state-of-the-industry-promo-trends-tariffs-and-tech\\\/\",\"name\":\"ASI Releases 2025 Counselor State of the Industry: Promo Trends, Tariffs and Tech &#8226; 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