January/February 2026

IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS

A Tristan Communications Ltd. Publication

INSIDE THIS ISSUE AUTOMATION IN THE DTF MARKET

Lab director and digital imaging expert David Sweetnam highlights the fascinating automation advances being realized in the DTF industry.

1,14

2026 PROMO TRENDS

We outline what industry trends companies should look out for this coming year.

1,10,16

HOW SMART COMPANIES MANUFACTURE LOYALTY

We highlight actionable steps that leading companies take to placate disgruntled customers.

12,16

THE AI SKEPTICISM THAT WONʼT AGE OUT

Sales expert and leading author Troy Harrison reveals why the younger generation are the ones skeptical of AI intergration. 24

NEW PRODUCT SPOTLIGHTS

Showcased are the newest product offerings courtesy of the industry’s leading suppliers.

20

JANUARY/FEBRUARY 2026

Automation

An Essential Factor For Continued DTF Market Growth

By David Sweetnam, Lab Director, Keypoint Intelligence

I continue to be amazed by the speed at which the Direct-to-Film (DTF) industry is evolving. Remember, this is an industry that has only really existed since Covid. In this short span of time, the DTF industry has transformed from what many considered as a ‘flash in the pan’ into a thriving, disruptive force—one that’s now consuming other sectors in its wake. Apparel companies are increasingly investing in robotics and artificial intelSports shirts being personalised with the S.E.C Pro Axis system ligence (AI) just to keep up.

Let’s rewind five years. Back then, a 2-head DTF device had a realistic operating speed of around 6-7m2 per hour, or in practical terms, it could create up to around 100 full front 10” x 10” T-shirt designs per hour.

Automation, continued on Page 14

Promotional Product Trends for 2026

By Adriano Aldini, Imprint Canada

As we move into 2026, the promotional products industry continues to grow and rapidly evolve. Buyers have become far more selective, recipients much more discerning, and branded merchandise is now expected to carry purpose, relevance, and credibility.

At the same time, the production side of the industry is undergoing immense technological transformations that will shape the industry as we continue to forge ahead.

What began in recent years as a shift toward quality and sustainability has matured into something more structural; end users want merchandise that functions seamlessly in everyday life, communicates values clearly, and can be produced quickly, efficiently, and responsibly.

Behind the scenes, rapid advancements in automation and digital printing are quietly reshaping how (and how fast) those expectations can be met.

Identifying untapped margin levers and improving workflow

Useful Products Are the New Luxury

LOOK OUT FOR THE NEXT EDITION OF IMPRINT CANADA MAGAZINE

Volume 33, Issue 1

efficiencies can boost profit margins without alienating your clients.

While premium quality gained traction in 2025, 2026 will entrench utility as the new status symbol. Companies are no longer interested in products that merely exist; they want items that earn their place in daily routines.

Trends, continued on Page 10

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IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS January/February 2026 - Volume 33, Issue 1

JANUARY/FEBRUARY2026 As you’ll read in our 2026 Trends feature, the industry is evolving in smart, encouraging ways. Products are becoming more useful, more refined, and more connected to real life. Production is becoming faster, cleaner, and more flexible. And behind it all is a growing willingness to learn, to adopt new technologies, rethink workflows, and elevate what promotional merchandise can be.

Ready for What’s Next There’s something quietly powerful about the start of a new year.

Not in the resolutions we make, but in the mindset shift that happens almost without us noticing. A sense of renewal. A willingness to pause, reassess, and ask a simple but important question: What can we do better this year than we did last year?

For our industry, that question feels especially timely.

The promotional products space is entering 2026 with more intention. Buyers are more thoughtful. Recipients are more discerning. And the work we do: selecting, decorating, producing, and delivering branded merchandise, is being asked to carry more meaning than ever before.

What’s striking is that this evolution isn’t being driven by novelty, but by maturity. Automation and the advancements in digital decorating aren’t trends for trend’s sake. They’re tools that allow us to serve clients better, waste less, respond faster, and create products people actually want to keep. They free us to focus less on friction and more on creativity, design, and problem-solving.

Every new year brings a chance to sharpen skills, rethink assumptions, and approach familiar challenges with fresh perspective. Whether you’re a distributor, decorator, or supplier, the businesses that will thrive in the years ahead won’t be the ones that know everything already; they’ll be the ones most willing to keep learning.

So as we begin another year together, refreshed and ready, I hope this issue sparks curiosity, confidence, and a sense of momentum. The industry is moving forward with thoughtful intention and purpose. That’s something worth leaning into.

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IMPRINT CANADA | January/February 2026

ONLINE EDITION

www.imprintcanada.com/magazine

NEWS 1

DTF AUTOMATION

1

2026 TRENDS

12

HOW SMART COMPANIES MANUFACTURE LOYALTY

24

THE AI SKEPTICISM THAT WONʼT AGE OUT

NEW PRODUCT SPOTLIGHTS 27 34 36

WEARABLES SHOWCASE ADVERTISING SPECIALTY SHOWCASE SUPPLIES & EQUIPMENT SHOWCASE

PUBLISHER

MARKETING COORDINATOR

Tony Muccilli : tony@imprintcanada.com

Steve Silva : feedback@imprintcanada.com

PRODUCTION MANAGEMENT

ADVERTISING SALES

Adriano Aldini : news@imprintcanada.com

CONTRIBUTORS

Tony Muccilli (Toronto) Tel: (905) 856-2600 Fax: (905) 856-2667

Adriano Aldini, Troy Harrison, David Sweetnam

Imprint Canada is published six times per year by Tristan Communications Ltd. The contents of this publication may not be reproduced either in part or in whole without the consent of the copyright owner. The views expressed in this publication are not necessarily those of the publisher. Request for missing issues are not accepted after three months from the date of publication.

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News {Business Development} Trends, continued from Page 1

Hybrid work continues to influence demand, driving interest in multifunctional carry solutions, workspace organization tools, and modular drinkware systems designed for longevity rather than disposability.

In this environment, the brands that win are those that combine thoughtful product selection with production agility.

This level of nuance would not be possible without advances in digital printing and DTF decoration, which enable variable data, short runs, and rapid design changes without sacrificing consistency or quality.

As automation increases across print and finishing processes, personalization is becoming operationally viable, not just creatively appealing.

Transparency Moves from Preference to Expectation

Hybrid Merch Becomes Intentional

Sustainability remains central, but in 2026 it has evolved into a demand for verifiable proof. Environmental claims now require evidence, and technology is playing a critical role in providing it.

Buyers who want transparency want it built into the supply chain, not just at the product level, but throughout sourcing, manufacturing, and decoration.

QR-enabled product tracing, factory audit disclosures, and closed-loop textile initiatives are becoming more common, especially in apparel.

Digital printing technologies support this shift by reducing waste, minimizing setup costs and materials, and enabling on-demand production that avoids over manufacturing. As automation increases, efficiency and sustainability are increasingly aligned.

Personalization Grows Up

Customization in 2026 looks different from the past. It is no longer defined by simply adding a name or logo; it is about relevance at scale.

Brands are tailoring merchandise to roles, milestones, and moments, such as welcoming new hires with bespoke kits, recognizing tenure with limited-edition apparel, or creating campaign-specific designs for regional teams.

After several years of experimentation, workplace merchandise has matured into a strategic tool. Branded merchandise is increasingly functioning as an extension of HR strategy and internal branding.

Onboarding kits, wellness bundles, and home-office upgrades are now curated expressions of company culture rather than generic giveaways.

Automation and digital production workflows are enabling these programs to scale efficiently. What once required manual intervention at multiple stages can now be handled with fewer operators, faster throughput, and greater consistency, making it possible for companies to maintain thoughtful gifting programs even as headcounts fluctuate.

Digital and Physical Gifting Converge

One of the most notable shifts in 2026 is the blending of physical merchandise with digital engagement. Promotional products are no longer static; they are becoming interactive gateways.

QR codes, app integrations, and digital activations now connect physical items to ongoing experiences; hydration tracking, loyalty programs, exclusive content, or guided wellness routines. Digital print enables these elements to be incorporated seamlessly into designs, while automation ensures accuracy and repeatability at scale.

10 IMPRINT CANADA | January/February 2026

Customization in 2026 looks different from the past. It is no longer defined by simply adding a name or logo; it is about relevance at scale.

The value proposition has expanded: branded merchandise is no longer just a product, but an entry point into a broader brand ecosystem.

Retail-Inspired Precision

Minimalism remains popular, but it is increasingly paired with refined, retail-inspired aesthetics. Recipients gravitate toward products that feel curated rather than promotional.

Subtle decoration techniques—tone-on-tone prints, soft hand-feel transfers, textured finishes—are gaining ground, particularly in apparel.

Advances in DTF and digital textile printing allow decorators to achieve these effects with greater precision and consistency, even at higher volumes. Automation ensures that elevated design does not come at the cost of efficiency.

The result is merchandise that looks understated, intentional, and wearable, all qualities that extend brand visibility far beyond the initial handoff.

Wellness Becomes a Corporate Mandate

Well-being has moved beyond a lifestyle trend, it is now embedded in corporate gifting.

Sleep accessories, aromatherapy collections, premium athleisure pieces, reflective journal kits, and hydration tools are making their way into employee programs and client appreciation campaigns. continued on Page 16

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News {Business Development}

How Smart Companies Manufacture Loyalty - Especially When Things Go Wrong

By Adriano Aldini, Imprint Canada

Here’s a surprising insight from the automotive world: customers who had a complaint and saw it handled well were actually more likely to return for their next purchase than those who never complained at all. Why? Because the moment of resolution - how a company listens, responds, and acts - becomes the proof point of trust. It signals competence, care, and commitment, which is ultimately where

loyalty is built. In many cases, that single interaction becomes more memorable than the original purchase itself, shaping how the brand is perceived long after the issue is resolved.

Anyone in the promotional products business, whether supplying blanks, decorating garments, or servicing major brand programs, knows this firsthand.

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One minute you’re focused on delivering flawless merchandise, and the next you’re navigating a heated email about mis-stitched logos, colour variance, or freight delays.

Suddenly, the product takes a back seat to emotion management. What’s often underestimated is that these moments don’t just test operations, they test culture, leadership, and how empowered teams feel to act.

The truth is unavoidable: even exceptional companies will disappoint someone eventually. More than 80 per cent of consumers report facing a negative brand experience at some point. This means frustration is a certainty. The differentiator isn’t perfection, it’s response.

Customers don’t abandon companies because something went wrong. They leave when they feel dismissed, ignored, or minimized. Conflict doesn’t kill loyalty; indifference does.

So how do you transform a tense moment into a loyaltybuilding one? Through intentional communication, human connection, and practical problem-solving.

1. Cool the Temperature

When emotions run hot, logic disappears for both sides.

The first job is not to solve the issue but to lower the emotional temperature. This means acknowledging how the customer feels rather than brushing past it, and actively inviting conversation instead of reacting defensively.

A simple statement such as “I understand why this would be frustrating” often disrupts escalation and shifts the tone toward dialogue. For distributors working under tight deadlines or decorators balancing production errors, this single skill can salvage relationships and prevent situations from spiralling.

2. Show Concern — Not Policy

Customers rarely explode over the issue itself — their anger intensifies when they feel unheard or brushed aside with policy-based answers. Telling someone “there’s nothing we can do” communicates that their experience doesn’t matter. Buyers want help, not handbooks.

A productive approach begins by asking questions before defending your process, demonstrating that you’re listening rather than reacting. It also involves validating that their expectations were reasonable, even if the circumstances were outside your control.

Finally, it requires using apologies sparingly and only when meaningful, because saying “I’m sorry this happened, let’s look at what we can do” can diffuse tension without taking on unnecessary blame.

3. Preserve the Relationship

Allowing a customer to leave angry is a guaranteed way to lose them forever. The goal is not to give away the farm, but to collaborate on outcomes that keep the relationship intact.

Stahls.ca | 800-521-5255 12 IMPRINT CANADA | January/February 2026

Customers don’t abandon companies because something went wrong. They leave when they feel dismissed, ignored, or minimized.

Conflict doesn’t kill loyalty; indifference does.

Loyalty, continued on Page 16

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News {Business Development} Automation, continued from Page 1

The process of transferring cured printed films to garment blanks was entirely manual, taking at best around 30-40 seconds per T-shirt. That included film cutting, blank loading, a pre-press, film placement, a 12-15 second image transfer press, film peel, a final short press and unloading.

So, a single skilled operator could process around 90-120 T-shirts per hour, roughly in line with the printer’s speed.

Fast forward to today’s market, and things are very different. We now have devices with 6, 8, or 12 printheads that can generate 20/30/40m2 per hour, equating to 400-600+ full-front design prints per hour, with inline XY cutting units to process each design panel for final image transfer.

At these speeds, you would need a team of operators just to keep up with the production capabilities of one device, driving up overheads costs and eating into the net profit margin.

Now imagine being able to manage these high-volume DTF systems with just one operator.

Enter Automation If you’ve attended a trade show recently, you probably saw automated heat press carousels littering the show floor, drawing a sizable crowd. They resemble the rotary screen presses that have dominated garment decorator print shops for decades. In essence, they all operate fundamentally in the same way, rotating platens from station to station : the garment blank is manually loaded at the first station, a quick prepress is applied at the next station, at the next a robotic arm with suction fingers picks up the cut film and places it on the garment. Multiple concurrent heat press stations then apply the required cumulative image transfer heat/pressure. A second robotic system, equipped with a garment clamp and pinch fingers, then grips and peels off the film, after which a final press is conducted and the garment is unloaded either by the same operator or a third robotic arm.

The sophistication (and cost) of these devices varies widely. The factor limiting maximum capacity on most carousel devices is the image transfer stage. Most DTF films require a heat press around 12 seconds, which, with a dual heat press station breaks down at about 6-7 seconds per station, resulting in a max volume per hour around the 420500 garments per hour which is sufficient to keep up with a four head DTF printer.

At FESPA, Roq introduced its new Impress series device with three transfer stations. For hot peel workflows, each

STS Ink’s 360 AutoPress system with built in AI

station can be set to heat—reducing station time and raising productivity rates. Interestingly, the third heat press can also be set to chill, quickly cooling the film for cold peel applications. To aid robotic arm set up, the device includes laser markers that show exactly where the film leading edge it going to be placed. It also includes a robotic unload and fold station, further reducing manual interaction.

M&R also has an optional cooling station on its ORBITER carousel system. Cooling stations are a valuable option that I am seeing on more and more carousels being introduced to the market allowing for cold peel applications such as tote bag decorating or using creative effect DTF films such as gold foil or glitter to be automated more efficiently.

Some automation carousels, like the system used by both Chinese manufacturer Sublistar and Miami-based STS Inks, can apply multiple films to the garment in a single carousel cycle. This opens up possibilities to create, for example, a T-shirt with a main front design and pocket logo.

Furthermore their systems utilize integrated cameras and artificial intelligence (AI) to ensure accurate positioning of the robotic arm for film peel off eliminating the need for manual programming. Throughput speeds are, of course, affected due to the multi-step film positioning and peel-off station needing more time to reposition the single robotic arm multiple times to remove each film. Portuguese manufacturer Acosgraf has removed this productivity limitation by including dual film peel robotic arms on its Columbia carousel system.

Vietnam-based S.E.C Group has gone a step further. It has an automation solution that allows entirely personalised garments to be created, with 0-9 and A-Z cut films all available to pick. A computer system designs the garment

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and instructs the robotic arm accordingly on what film element to pick and where to place it. A typical application for this device is the creation of high-value personalized sportswear.

The phase that still requires a ‘human touch’ continues to be the garment loading—an involved and dextrous activity that robotics are not well suited to. While commercially viable automated garment-loading technology may still be some time off, Acosgraf showcased new technology at FESPA. Its Columbia system features a robotic arm, allowing it to load individual clothing panels (up to 1m x 1.5m) onto a platen. Multiple panel manufacturing still makes up much of the world’s clothing production with panels sewn together to create a final garment. Acosgraf claims the most challenging piece of this new technology is the picking of a single panel without disturbing the panel below, so they stay flat for perfect flat loading.

Let’s not forget—we’re still the infancy of DTF automation. Some companies I’ve spoken to envisage a future where fully dark factories can operate 24/7 with zero human interaction, with the entire process from printed film to packaged and labelled final garment being carried out using technology. AI will be key to this future vision: it will monitor every step of the automated process from the handling of job ticketing, quality control, and maintenance of the printer, supplies and stock management and—crucially—recognizing when the human touch is required.

For those worried about being replaced by technology, it’s worth noting a common message in my conversations with buyers: this isn’t about reducing workforce numbers.

It’s about looking at ways of using their skilled workforce for higher profit margin tasks that are outside the remit of robotics.

The market is evolving rapidly. The next few years will see huge changes with automation quickly becoming essential.

Manufacturers, resellers, and buyers alike will need to stay sharp and keep up with market trends or risk being left behind.

About the Author: David Sweetnam is a printing industry veteran, with over 30 years experience in digital imaging. David has developed test programs for many graphic arts, production and industrial print test industries and is a regular key-note speaker at digital textile events across the world. For more information contact David.sweetnam@keypointintelligence.com

Keypoint Intelligence is a global leader and authoritative provider of test-based analytical information, market intelligence and sales enablement to the digital imaging and print industry. Along with providing clients access to a range of SaaS tools and platforms, Keypoint offers the most comprehensive independent research and data in the industry.

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News {Business Development} Trends, continued from Page 10

Wellness is no longer framed as a perk but rather as an attribute of brand identity.

Companies are using merchandise as a way to signal support, inclusion, and empathy, thereby delivering reassurance as much as recognition.

In 2026, wellness-focused merch is as much about trust as it is about comfort.

Tech Shifts Toward Smarter Production

Technology remains a dominant category, but expectations have risen. Buyers want fewer gimmicks and more reliability.

Standardized USB-C charging, durable power solutions, and well-engineered accessories are replacing novelty-driven tech. Disposable tech is losing ground to fewer, more capable pieces designed to last.

The industry is learning that technology must be intelligent both in function and in how it is made.

Fewer Pieces, Greater Impact

Economic prudence continues to influence buying behaviour, but it is driving smarter (not smaller) programs.

Brands are concentrating spend on fewer items with higher perceived value.

Digital decorating allows for the production and delivery of premium, highly customized products without the cost structures that once made them impractical.

This allows distributors to recommend better solutions with confidence, even in tighter budget environments.

Packaging Evolves into Storytelling

Kits and bundles continue to be popular, but this year their presentation has become a narrative strategy.

Boxes are textured, sleeves are soft-touch, and inserts explain purpose. A coffee kit is no longer just beans and a mug—it is a curated ritual. A winter wellness bundle might arrive with guided prompts or access to exclusive content.

Loyalty, continued from Page 12

In our industry, that might look like expediting a reprint, even at no charge if warranted; issuing a credit toward future work to offset inconvenience; substituting a similar product when delays or shortages arise; or openly sharing accountability when timelines slip.

Ultimately, customers need to feel someone is working with them, not defending against them.

4. Respond on Two Levels: Emotional + Practical

Resolution requires operating on two tracks simultaneously. The Emotional Level means listening fully, expressing empathy, and asking questions that allow the customer to feel heard.

This is not the moment for reciting policy language, quoting warranties, or mounting defensive explanations.

The Practical Level involves offering options, brainstorming alternatives, presenting clear next steps, and most importantly, explaining what you are actively doing on their behalf. Even imperfect outcomes earn goodwill when effort, transparency, and intent are visible.

5. The Practical Truths Service Leaders Live By

Turning complaints into loyalty requires mindset discipline, and there are several truths worth embedding into your culture.

First of all, don’t internalize attacks; frustration is rarely about you personally. Secondly, empower your team to solve issues, because customers lose patience when no one seems capable of making decisions. You want to draw boundaries, professionalism and courtesy are mutual, and any abuse shouldn’t be tolerated regardless of urgency. Also, replace policy language with possibility language; saying “Here’s what we can do” always lands better than “Those are the rules.” And finally, invest in your staff experience — happy teams naturally produce happier customers, because culture shows through in every interaction.

The Big Picture

Sizing discrepancies, misprints, shipping delays, colour variance are all simply part of our industry ecosystem.

What separates resilient companies from forgettable ones isn’t whether issues occur; it’s how they show up in the moment when emotions spike.

Opportunity doesn’t lie in avoiding friction, but in mastering it. Exceptional service isn’t demonstrated when everything runs smoothly. It is earned in the moment something breaks and you stand beside the customer to make it right.

That is where loyalty takes root, not in flawless orders, but in how you respond when something goes wrong.

16 IMPRINT CANADA | January/February 2026

Packaging has become the first impression, shaping the emotional arc of the experience, sometimes as powerfully as the product itself.

In short, the trends shaping 2026 reveal an industry that is evolving not by getting louder, but by becoming more intelligent. Promotional products are being asked to do more: communicate values, support wellness, reflect culture, and arrive faster and more precisely than ever before.

Advances in automation, digital printing, and decoration—particularly in areas like DTF—are no longer background developments. They are central to how the industry meets rising expectations while remaining competitive.

Distributors, decorators, and suppliers who embrace these technologies will define the next chapter of branded merchandise.

Promotional products are no longer just things; they are experiences, delivered at speed and with intent.

BEHAVIOURAL TACTICS TO WIN BACK ANGRY CUSTOMERS 1. Be reachable through multiple channels.

2. Respond quickly. Acknowledgment matters more than instant solutions.

3. Don’t apologize excessively. This weakens sincerity.

4. It’s okay to say “I’ll follow up.” Commit to a timeline.

5. Never open with policy talk, it shuts people down.

6. Be the thermostat. Set the temperature instead of reacting to theirs.

7. Verbally reflect their frustration 8. If transferring to another colleague, brief the next contact first. Don’t make your customer start over.

9. Offer only two solutions. Overload weakens clarity.

10. Don’t overcompensate. Value erodes when giveaways grow disproportionate.

11. Follow up after your resolution. The relationship is rebuilt in the aftermath.

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News {Business Development}

The AI Skepticism That Won’t Age Out

By Troy Harrison

Here’s something nobody saw coming: the generation most skeptical of AI isn’t the one that doesn’t understand it.

It’s the one that understands it best.

Every new technology faces resistance. The internet was originally considered a fad; smartphones were deemed unnecessary; social media was labelled a waste of time.

Tech skepticism has always followed the same pattern: older workers resisted, younger workers embraced, and eventually the skeptics retired and adoption became universal. Not this time.

The Tech Skepticism Script Has Flipped

that you chose efficiency over authenticity. An AI chatbot isn’t helpful, it’s a barrier between the buyer and real human expertise. An AI-generated proposal tells the buyer you couldn’t be bothered to understand their specific situation.

Here’s the mismatch: Millennial and Gen X sales leaders view AI pragmatically as a productivity tool (which it can and should be, when used correctly). They don’t realize their AI-enhanced outreach is actively repelling their youngest prospects. They see time savings. Gen Z buyers see corporate shortcuts that signal low prioritization of genuine relationships.

that deploy AI primarily for internal efficiency will find themselves shut out as skeptical buyers gain purchasing authority.

You Can’t Fake Authenticity This Time

What You Should Do

Traditional technology skepticism was driven by unfamiliarity. Baby Boomers didn’t grow up with computers. Gen X had to learn the internet as adults. They resisted because the technology was foreign, but as digital natives entered the workforce, resistance faded.

AI flips this script entirely.

Sixty-two per cent of Gen Z express skepticism toward artificial intelligence - higher than any other generation.

Sixteen per cent explicitly don’t want AI on their phones, compared to only nine per cent of older users. Forty nine per cent believe AI will harm their critical thinking skills.

This isn’t ignorance. It’s educated wariness. Gen Z grew up watching social media algorithms manipulate behaviour, mine personal data, and damage mental health. They understand how “engagement optimization” created filter bubbles and monetized attention at the expense of well-being. They’ve seen technology companies prioritize profit over users – and they figure (correctly) that it will keep happening.

When it comes to AI, Gen Z isn’t asking “how does this work?” They’re asking “who does this benefit, and at what cost?” And they can spot AI-generated content instantly.

Years of exposure to algorithmic manipulation have given them sophisticated internal detectors.

When buyers doubt the authenticity of your communication, they doubt the authenticity of your company.

This hits Business-to-Business (B2B) particularly hard because these relationships depend on trust. B2B buying decisions involve long-term commitments, significant investment, and organizational risk. Buyers need confidence that you’ll deliver, support, and stand behind your product over time.

AI-generated content undermines that confidence. When a prospect receives an AI-written email, the subtext reads: “This company would rather automate than understand our needs.” When an AI chatbot handles initial qualification, the message becomes: “Our time is more valuable than yours.”

When an AI system generates proposals, buyers wonder: “If they’re using AI for this, where else are they cutting corners?”

And guess what? These are correct interpretations.

Gen Z interprets AI deployment as a values statement.

They’ve watched tech companies claim to prioritize user experience while optimizing for ad revenue. They’ve seen platforms promise connection while fostering division.

If your technology serves your interests at the customer’s expense, trust evaporates.

Here’s the Impact for B2B Sellers

AI Skepticism Will Age In, Not Out

You already know that generational dynamics in B2B selling have gotten complex. Older salespeople struggle to connect with younger buyers who communicate differently and research differently. Younger salespeople face challenges selling to executives who expect traditional relationship-building. AI adds another layer of complexity to this already-delicate situation.

Consider this common scenario: Your sales team deploys AI-powered email outreach, chatbots for qualification, or AI-generated proposals. The goal is efficiency; reach more prospects, respond faster, scale the process. But when that AI touches a Gen Z buyer, it triggers immediate skepticism.

An AI-written email isn’t just impersonal, it’s a signal

Here’s the critical difference: Internet skepticism aged out. AI skepticism will age in.

Gen Z is entering the workforce now. Within a decade, they’ll hold senior leadership roles. Their sophisticated understanding of AI’s capabilities and limitations will shape how organizations approach artificial intelligence. And their skepticism isn’t going away; it’s informed by direct experience with technology’s dark patterns.

The choices you make today about AI deployment will determine whether future decision-makers view your organization as trustworthy or opportunistic. Companies that use AI thoughtfully, transparently, and in service of genuine customer value will differentiate themselves. Those

24 IMPRINT CANADA | January/February 2026

Use AI, but ensure you use it well. The technology offers legitimate value for data analysis, research, ideation, and productivity. But deployment must be strategic.

Distinguish between internal AI use and customerfacing AI deployment. Using AI to analyze customer data and identify patterns? That’s smart. Using AI to generate customer communications? That’s dangerous. The former enhances human decision-making. The latter replaces human connection.

When AI does touch customer interactions, be transparent. Don’t try to make AI-generated content indistinguishable from human communication. Acknowledge the tool’s role while demonstrating human oversight. Let prospects know that AI helped research their industry, but a human shaped the insights specifically for their situation.

Remember. AI is your intern, not your manager, salesperson, or decision maker. As an intern, it’s great – it has a high IQ, it has 20 degrees, and it has no street smarts whatsoever. Your job is to give it the street smarts.

Most importantly, recognize that generational differences in AI perception aren’t temporary. Gen Z’s skepticism reflects a permanent shift in how buyers evaluate vendor authenticity. Companies that double down on genuine human relationships, transparent processes, and customerfirst values will thrive. Those that view AI primarily as a cost-cutting tool will become irrelevant to the generation they’re trying to reach.

The question isn’t whether to use AI. It’s whether you use it in ways that build trust or destroy it. Gen Z’s skepticism provides the answer, and it’s not going away.

About the Author: Troy Harrison is the Sales Navigator, a speaker, and the author of “Sell Like You Mean It” and “The Pocket Sales Manager.” He has trained salespeople from 23 different countries who live on three continents and has spoken all over North America and Europe. He helps companies navigate the Elements of Sales on their journey to success. He offers a free 45-minute Sales Strategy Review. To schedule, please visit www.TroyHarrison.com/ssr.

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Westport Tuque

WEARABLES

Your winter wardrobe’s MVP. The Westport Tuque (FP565) is soft, cozy, and effortlessly stylish in a jersey knit cuffed design that fits everyone.

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A New Generation of Comfort

For more information, please visit www.fersten.com

Women’s Soft Shell Navy Hoodie Built for comfort and performance, Big K’s new women’s soft shell hoodie (BK470NV-W) includes a high collar, zippered chest and arm pockets, dual waist pockets, and angled cuffs.

Segmented 4" reflective tape boosts movement and visibility. Also available in Orange (BK470ORG-W) and Lime (BK470LM-W).

Orange and Lime meet CSA Class 2 Level 2; Navy meets Class 1. Sizes S–5XL.

Meet this season’s newest tee: garment dyed, heavyweight, and perfectly broken-in. Authentic Colours delivers a vintage, sun-faded look with industry approved pantone matches, all at value-driven pricing. Premium softness, trusted colours, deep inventory, and effortless printability make it the easiest upgrade of the year.

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Momentum Adult Full Zip Sweatshirt Canada Sportswear is showcasing the Momentum Adult Full Zip Sweatshirt, style L00570. The solid colours are constructed from a blend of 70% ring spun combed cotton and 30% polyester fleece. The Heather colours are composed of a blend of 60% ring spun combed cotton and 40% polyester fleece. Details include a rib knit cuff and hem with spandex, side seam pockets, metal YKK front zipper closure, and a tear away label.

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NuBlend® Quarter-Zip JERZEES NuBlend Unisex ¼ Zip (Style 995MR) is a premium blank canvas for creative expression. Made with pill-resistant NuBlend® fabric, tear-away label, and high-stitch density for smooth printing, its 50/50 blend ensures durability and minimal shrinkage. Available in 12 vibrant colors, it empowers individuality and style through decorated apparel that inspires confidence and connection.

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Oakley Icon TN Protect RC Polo Make every golf shot count while leading your foursome in the feature-rich Oakley Icon TN Protect RC Polo. Antibacterial fabric treatment helps protect against odour, and the advanced moisture management fabrication keeps you dry and comfortable in a classic, solid colour polo you’ll turn to again and again to both look and play your best.

For more information www.dmlcreation.com

Deluxe Two-Tone Trucker Cap The Deluxe Two-Tone Mesh Back Cap (8400) features 100% cotton twill front, polyester mesh back, pre-curved peak, and a polysnap closure for a secure and comfortable fit. Available in a wide range of two-tone colour combinations and contrast stitch detail, this cap provides a strong visual impact, making it an excellent choice for retail programs and branded merchandise.

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January/February 2026 | IMPRINT CANADA 27

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This performance-driven Russell Athletic full-zip jacket is made with 9 oz., 66% cotton / 34% polyester tech fleece and is designed for comfort during training and travel. Raglan sleeves provide enhanced mobility, while the jersey-lined hood adds lightweight warmth. Style R25TFM features welded zippered storage and front zippered pockets with weld-tape accents for a sleek, modern finish. Available in Black, Navy, White and Stealth Grey.

Heavyweight Frisco Jacket Meet the heavyweight champion of winter. The Frisco Jacket (FW3226 / FW3228) is built for extreme weather with level-4 warmth, shearling comfort, waterproof Oxford twill, and every functional pocket you could dream of, including anti-RFID security. With a detachable hood, E-Zip™ embroidery access, and rugged durability, it’s the jacket that means business when temperatures don’t.

For more information, please visit www.fersten.com

New Allmade® Collection

SanMar Canada is proud to launch Allmade® - apparel created by screen printers who wanted a better shirt. After learning the realities of garment production, they built a brand focused on super-soft quality, reduced environmental impact, and ethical manufacturing. Allmade® is more than a tee — it’s a way to create change with every print.

For more information, please visit www.momentecbrands.com

Hi-Vis Women’s Lime Rain Jacket Big K’s new women’s hi-vis rain jacket (BK802LM-W) delivers lightweight, breathable protection in tough weather.

Made from 300D polyester, it features two lower pockets, 6" side zippers for mobility, a hide-away hood, and 4" 3M™ reflective tape for visibility. Also available in Orange (BK802ORG-W). Both colours meet CSA Z96-22 Class 2 Level 2 standards and come in sizes XS–5XL. For more information, please visit www.BigKclothing.ca

JERZEES ClassicsTM Tees Designed with a high stitch density, these OE tees (style 363M) provide superior printability to bring your designs to life.

Available in a wide range of colors and youth + adult sizes, this collection caters to everyone. Made from 100% Cotton Pre-Shrunk Jersey, these Tees are 7.8 oz with a yarn count of 28/1.

For more information, please contact canadacustomerservice@fotlinc.com

Oakley Cresting Pro Formance Hat Discover the Cresting Pro Formance Hat, your must-have for every round. This sleek 6-panel cap offers an adjustable fit for ultimate comfort, showcasing the iconic Oakley logo on the side and the Ellipse logo on the back. Play hard and elevate your style on the course!

For more information www.dmlcreation.com

Melton Wool Coat Cold weather, elevated. The Melton Wool Coat (FW3200 / FW3205 / FW3200Y) blends classic tailoring with level-4 warmth, delivering a polished look even on the harshest days. With quilted insulation, E-Zip™ embroidery access, and anti-RFID security pockets, it’s as functional as it is refined. A premium, modern town coat that proves warmth and style can absolutely coexist.

WEARABLES

Legend Tech Full-Zip Fleece Jacket

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Modern “Dad” Cap For a modern twist on the classic “Dad” cap, AJM introduces 6D470M. Made in a soft washed chino twill fabric, the cap has an unconstructed “Full-Fit” shape, with no backing behind the front panels. In addition, the slip-through adjustable buckle adds a traditional touch. Comfortable, relaxed and effortlessly stylish. Available in 10 popular colourways and ready for immediate shipping from all 3 Canadian warehouses.

For more information, please contact A.J.M. International at 1-800-361-6256 or visit www.ajmintl.com

Vintage Wash Pullover Hooded Sweatshirt Canada Sportswear is showcasing the Weekender Vintage Wash Pullover Hooded Sweatshirt. Style L00450 is made from a 70% cotton, 30% polyester vintage wash fleece. The 100% cotton face delivers a superior print surface, and detailing includes a crossover neckline self-lined hood, Rib knit cuff and hem with spandex, a kangaroo pocket and tear away label.

For more information, please contact 1-800-659-5174 or visit www.canadasportswear.com

Ace Perforated Sport Cap The Ace Sport Perforated Cap (450-P) is Capco Sportswear's modern update to the classic trucker silhouette. Manufactured with retail quality and detail in mind, this cap features moisture-wicking recycled fabric and laser-cut perforated panels for an enhanced look and breathability. In addition, the soft silicone snapback closure is a game changing feature for comfort. Available in a wide range of solid colours, it offers a clean profile ideal for logo decoration, corporate programs, events, and retail promotions.

For more information, please visit www.kccaps.ca

Sideline Grid Pullover This midweight pullover from Russell Athletic combines 6 oz., 100% polyester 3D grid fleece with a durable 90% polyester/10% spandex lightweight stretch-woven front yoke for added structure and flexibility. Style R03GK delivers breathable warmth and modern technical performance ideal for active environments. Available in a great range of stylish colourways.

For more information, please visit www.momentecbrands.com

For more information, please visit www.fersten.com

January/February 2026 | IMPRINT CANADA 31

AJM is proud to add 6F080M, based on the hugely popular shape seen in today's retail market. The new, 5 panel, “Constructed Pro-Five” shape offers the perfect canvas for bold branding. Made in a deluxe chino twill fabric, it has a pre-curved peak with 8 rows of stitching and features an adjustable plastic back strap.

Available in 4 solid colourways and 5 two-tone colourways that incorporates the on-trend Putty colour.

For more information, please contact A.J.M. International at 1-800-361-6256 or visit www.ajmintl.com

Women’s Hi-Vis Orange Safety Coveralls Designed for a better fit and all-day mobility, Big K’s new women’s hi-vis coveralls (BK1700-W) feature a front zipper with storm guard, multiple utility pockets, adjustable fit points, and 4" reflective tape. Orange (BK1700-W) is 100% cotton; Lime (BK1401-W) is a poly-cotton blend. Both meet CSA Z96-22 Class 3 Level 2 standards and come in sizes XS–5XL.

Olympic-Inspired Graz Mittens Your hands’ new happy place. The Graz Mittens (FP580) bring Olympic-inspired knit style with a comfy rib cuff and a cozy acrylic build.

Perfect for embroidered or knit logos, they’re warm, playful, and one-size-fits-most. A popular winter accessory and #1 in mittens for a reason. These are cold-weather crowd-pleasers.

For more information, please visit www.fersten.com

Oakley Gravity Range QTR

WEARABLES

5 Panel, Pro-Five

The Oakley Gravity Range Qtr lets you take on cooler temperatures both on and off the golf course. The full stretch fabrication allows optimum range of motion for an enhanced swing, and the heathered, soft-touch fabric delivers outstanding overall comfort. A mock collar with ¾ zip adds additional warmth as needed, and it’s finished with Ellipse logo branding.

For more information www.dmlcreation.com

For more details, please visit www.BigKclothing.ca

Vintage Wash Cotton Crewneck T-Shirt Canada Sportswear's Horizon Vintage Wash Cotton Crewneck T-Shirt (S05670) features a 100% cotton jersey with vintage wash. Details include a rib knit neckline with spandex for shape retention, a jersey knit back neck and shoulder tape, a tear away label, and side seamed construction.

For more information, please contact 1-800-659-5174 or visit www.canadasportswear.com

Acrylic Knit Beanie The Acrylic Knit Beanie (W1700C) - KC Caps best-selling winter essential - is perfect for any promotional programs and branded merchandise. Available in 16 colourways, this beanie offers excellent flexibility for logo decoration and brand visibility. Measuring approximately 8.5" in length, it provides a comfortable and universal fit suitable for a wide range of applications from embroidery to patches.

Sideline Grid Polo This lightweight performance polo from Russell Athletic is crafted from 5 oz., 100% polyester 3D tech grid fabric engineered to wick moisture and keep you comfortable. Style R10GK includes a self-fabric collar with a built-in collar stay for reliable shape retention wear after wear. Available in a wide range of colours to suit any campaign.

For more information, please visit www.momentecbrands.com

Luxe Signature Top The Luxe Signature Knit Top from Levelwear is a versatile and modern staple is designed to elevate casual wear for both men and women. This oversized unisex tee features a drop shoulder boxy silhouette, offering a contemporary look and relaxed fit that suits a range of body types. Crafted with anti-pilling and anti-static properties, it ensures that the fabric remains smooth, soft to the touch, and comfortable throughout the day, free from unwanted static and wear.

For more information, please visit ca.levelwear.com

For more information, please visit www.kccaps.ca

January/February 2026 | IMPRINT CANADA 33

AD SPECIALTY

Bugatti 2-Piece Travel Passport Set

Big Base Tumbler by Eastman DezineCorp is proud to introduce the new and exclusive 19 oz. Big Base Tumbler (style T6710). Made In Canada with nearly indestructible Tritan™ by Eastman material, this tumbler looks like glass…until you drop it! Despite its glasslike look, the heavy-duty plastic material will not shatter, crack or dent if tossed around, making it a perfect fit for your next promotional event.

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34 IMPRINT CANADA | January/February 2026

Introducing the Bugatti 2-Piece Travel Passport Set, the ultimate companion for travellers. Crafted with care and precision, this set is made entirely from 100% vegan leather and includes six card slots along with a slip pocket designed to hold both your passport and boarding pass. It also features an ID window for quick and easy identification in busy travel spaces. This set is thoughtfully packaged in a stylish gift box.

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Custom Fossil® Watches Now Available at The CSI Group.

Your emblem is the centrepiece of a timeless gift. From classic and sporty to rugged and refined, there’s a style for every moment, and packaging that’s fun to unbox!

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Laser Engraved 20 oz.

Saratoga Slim Tumbler Upgrade your drinkware with ADG Promo’s double-wall stainless steel tumbler, built to withstand the rigours of daily use. Its vacuum insulated design keeps the exterior cool to the touch, whether your beverage is hot or cold.

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Henry Money Belt Bag Stay organized and secure on the go with the Henry Belt Bag, designed for convenience and peace of mind. Perfect for daily errands or travel, it blends style and functionality to keep your essentials close at hand. This belt bag offers built-in identity theft protection to safeguard your personal information. It features a comfortable adjustable strap for all-day wear and allows quick access to your everyday essentials. A convenient zippered pocket provides added security for items you want to keep extra safe.

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On Trend Igloo Latitude Cooler Trending now at Dezinecorp, the Latitude 16 quart Cooler from IGLOO - compact, eco-friendly and ready for adventure. Latitude 16qt Cooler (style PC9816RE) holds 24 cans and features a spacesaving bail handle, Cool Riser Technology® for better cooling, and a vertical profile that fits tall bottles with ease. Enjoy two lid cup holders, quick draining through integrated pouring channels, and planet-friendly THERMECOOL™ foam insulation.

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RB Digital is proud to be the exclusive Canadian distributor of Trotec Lasers, bringing the world-renowned Speedy Series of CO2 + Fiber Laser Cutting and Engraving Machines to businesses nationwide. Known for unmatched speed, precision, and reliability, the Speedy Series laser engravers and cutters help you create high-quality products faster and more efficiently—perfect for signage, personalization, woodworking, and industrial applications.

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36 IMPRINT CANADA | January/February 2026

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ATC™ 24EVER blends combed RING SPUN softness with a smooth, decorator-ready superior print surface.

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SUPE RIO R

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SI

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NEW TECHNOLOGY SMART TENSION SYSTEM Smart Tension System automatically adjusts thread tension by analyzing the stitch type and machine speed.

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Big K Imprint Ad Jan-Feb 2026 FINAL.qxp_Layout 1 2025-12-11 11:08 AM Page 1

Happy

NEW

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