Forecasting 2025 Promo Trends
Mary Furto of Counselor Top 40 supplier PCNA discusses consumer purchasing habits and their impact on industry products on the cusp of a new year.
For a long time, the promo world was always a few steps behind retail.
Times have certainly changed.
Where once it took about a year for retail trends to make their way to promo, the two markets are now in very close lockstep. And savvy suppliers are leveraging that reality by keeping pace with relevant products.
In this episode of Promo Insiders, ASI Media’s Sara Lavenduski speaks with Mary Furto, senior vice president of marketing at Counselor Top 40 supplier PCNA (asi/66887), about the top consumer movements that are poised to gain momentum in promo in the coming months. Furto and her colleague Liz Haesler, global chief merchandising officer, will be presenting the trends in-depth at the ASI Show in Orlando in January 2025.
Among the aesthetics Furto and Haesler will discuss in Orlando are “Optimistic Change” and “Intelligent Simplicity,” which both speak to consumers’ desire for sustainable, upscale and functional lifestyle products with a minimalist look.
“‘Intelligent Simplicity’ champions lasting, quality, intuitive designs and caters to customers who value things like efficiency and mindfulness,” says Furto. “It’s rooted in the ‘less is more’ philosophy that emphasizes clean designs and versatile functionality. It’s about products that we believe will seamlessly integrate into daily life and that offer simplicity without sacrificing style or purpose.”
Key Takeaways
• Trend Forecasting: PCNA (asi/66887) partners with a global trend forecasting service and reviews various reports and market research. The Counselor Top 40 supplier combines this data with internal sales numbers to identify shifts and develop products that are poised to trend.
• “Optimistic Change”: This trend focuses on positivity, hope and environmental responsibility. Consumers are increasingly seeking eco-conscious, functional and inspiring products, and brands need to communicate reliable climate-related information and support sustainability.
• Sustainability in the Promo Industry: Sustainability is evolving with increasing demand from younger buyers. Companies are focusing on sustainable products and transparency, and there’s been significant growth in revenue from sustainable products, with a wide range of items now available in promo.
• Sugar Cane-Based Paper: This new material uses by-products from sugar production to create biodegradable and renewable paper products. It offers an eco-friendly alternative to traditional wood pulp paper.
• “Intelligent Simplicity”: This trend emphasizes minimalistic designs and elevated everyday products. It caters to consumers who value efficiency, mindfulness and clean aesthetics, and products in this category are designed to seamlessly integrate into daily life without sacrificing style or purpose.
• Wellness & Minimalism: There’s a growing demand for products that simultaneously promote wellness and simplicity, like bamboo room diffusers, white noise alarm clocks, and face and body roller sets, all available from PCNA.
• Drinkware Moving Forward: Drinkware continues to be a popular category in promo, with a focus on sustainable materials and large capacity items. Both premium retail and budget-friendly options – enhanced by high-quality decoration – are driving growth.