Europe’s promotional products industry consists of strong national markets, associations and networks. But an increasing number of challenges – from European regulation and sustainability to digitalisation, product information and international supply chains – can no longer be addressed effectively within national borders alone.
This is where EAC sees its role.
The European Associations Cooperation connects national promotional products associations and makes their knowledge, experience and networks accessible across borders. EAC does not replace national associations. It connects them – creating a structure to share expertise, address common challenges and, where appropriate, represent shared European interests.
“WE ARE THE EUROPEAN VOICE OF OUR INDUSTRY.”
Following the Annual General Assembly in La Hulpe in June 2026 and the Board Meeting during PromZ in Houten on 2 September, EAC is now entering its next phase: moving from building the network to making it work.
The Board has been expanded from three to five members, responsibilities have been clarified and the Taskforce structure reorganised. The focus for the coming months is clear: EAC must become more operational, more visible and more accountable for its progress.
“Having the right people around the table is important, but it is only the beginning. We have built a strong network across Europe and now we need to use it. We need clear ownership, stronger knowledge sharing between countries and tangible results from European cooperation. If we say that we are the European voice of our industry, then we also have to start using that voice,” says Steven Baumgaertner, Chairman of EAC.
From Taskforces to action
The EAC Taskforces cover Fiscal, Legal & Lobbying, Education, Print & Digitalization, Marketing & Communications, Sustainability, Education & Young Generation, International Relations and Office Management.
Each Taskforce Lead is responsible for bringing together relevant expertise from different European markets, identifying common challenges and defining where EAC can create concrete value.
By PSI 2027, every Taskforce should have started its cross-European work and be able to present its priorities, findings and next steps for 2027.
Communication is another immediate priority. EAC’s activities should become increasingly visible through the websites, newsletters, events and communication channels of its national associations.
Regulation, compliance and the Digital Product Passport are examples of areas where closer European cooperation can create immediate value. Instead of associations addressing similar questions independently, EAC aims to connect existing expertise and make relevant knowledge available across markets.
The same principle applies to political representation and international cooperation: national associations remain responsible for their individual markets, while EAC adds a European perspective wherever common interests exist.
The period until PSI 2027 will be the first test of the new structure. The objective is not to solve every European industry challenge within a few months. The objective is to demonstrate progress: an operational Board, active cross-European Taskforces, stronger knowledge exchange and a more visible EAC.
At PSI, the question should no longer be what EAC could potentially do.
It should be: What have we achieved together and what comes next?
WE ARE THE EUROPEAN VOICE OF OUR INDUSTRY.
About EAC
The European Associations Cooperation (EAC) brings together national promotional products associations from across Europe. It connects their knowledge, experience and networks and creates a platform for cooperation on topics that extend beyond individual markets. Through its Board and cross-European Taskforces, EAC facilitates knowledge exchange, coordinates work on shared challenges and strengthens the representation of the promotional products industry at European and international level.
For more information, please visit www.eaconline.net
