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Every year there is a list. Top trends in promotional merchandise, freshly dated, mostly the same as last year's. This is not that. What follows is what we are actually seeing change in the briefs coming through from agencies and marketing teams right now. Four shifts, all noticeable, all worth understanding before the next brief lands. Quality expectations have moved There is more scrutiny on what goes out under a client's name than there used to be. Briefs are arriving with