Counselor produced its first State of the Industry in 1977, and for 47 years it’s been the go-to resource for the promo industry, a study that “focuses on both distributors and suppliers’ businesses and really allows people to understand how the industry is doing,” says Nate Kucsma, ASI’s senior executive director of research.

“But then I consider it to be even more important than that,” he adds, “to be able to benchmark where they are and to really take a moment to evaluate where their business is and how they’re doing.”

This year’s full Counselor 2024 State of the Industry report can be found in the summer issue of the magazine and online as well at stateoftheindustry.com. It features exclusive reporting and reams of stats on the most pressing topics facing promo businesses.

In this episode of Promo Insiders, Kucsma and Counselor Editor-in-Chief C.J. Mittica highlight some of the top findings from the report and dig into the reasons behind them, from the growth of drinkware and slowing sales to supplier health and predictions for the rest of 2024.