During the week of February 10th, the USPS updated its forecast for the Consumer Price Index (CPI) for the July 2025 rate filing to 2.854%, an increase from the previous estimate of 2.7%. They plan to incorporate an additional 2.1% for density and 2.3% for retirement funding, leading to an estimated July postage increase of 7.254% .

In addition, the USPS distributed $530 million in postal credits through the 2024 growth incentives, but now they’re looking to recoup that amount. This translates to a potential increase of about 4.3% for marketing mail and approximately 0.5% for First-Class mail, which could result in an overall increase of around 11.5%.

Furthermore, the USPS is contemplating the elimination of some work-share discounts. Currently, mailers receive a discount of 2.7¢ per piece for Destination Sectional Center Facility (DSCF) delivery and 2.4¢ for Destination Network Distribution Center (DNDC) delivery. It’s important to note that any changes will need to be approved by the Postal Regulatory Commission (PRC) before they take effect. The PRC, an independent agency that oversees the USPS, has the authority to approve or deny postal rate increases, although their role is primarily to ensure compliance with relevant laws and regulations.

Unfortunately, the recent departure of US Postmaster General Louis DeJoy doesn’t halt the steamroller momentum of the July impending rate increase. However, many believe that The Postal Service Board of Governors is searching for a new leader who actually believes in the United States Postal Service. We will keep you abreast as things unfold.

Joy Zehrbach

Happy Spring! 2025 marks our 76th year in business at BEB and we are very proud of that incredible milestone. Spring marks the season of change and growth and reminds us that our businesses must do the same to remain relevant in today’s rapidly changing business environment.

Our industry continues to face many challenges, including the upcoming postal rate increase set for July and the loss of some postal discounts. While we understand the negative impact, I assure you that direct mail remains one of the most effective ways to reach your audience. Despite these changes, direct mail continues to deliver a higher rate of return compared to digital platforms. The tangible nature of mail fosters a connection that electronic communications lack—and we are here to help you to harness that power.

The recent departure of the U.S. Postmaster General, Louis DeJoy, may have a positive impact on the industry. We hope the new USPG will slow postage rate hikes and return delivery to a more expedited timeframe. These changes won’t be immediate, yet we remain optimistic. We will continue to help you navigate this evolving landscape and promise to keep you informed as things unfold in Washington DC.

We hope you enjoy the article on AI (Artificial Intelligence). As it becomes increasingly significant in our industry, we recognize the importance of adapting and learning. Our new service offerings—personalized boxes, bags, and specialized label printing—reflect our commitment to innovation. We believe that these services will enhance your marketing campaigns and make your communications more personalized and engaging.

At BEB we also recognize the importance of exceptional customer service. To this end, we are considering launching a class dedicated to the fundamentals of good old-fashioned customer service, aiming to empower your team with the skills necessary to foster lasting relationships with your clients. If you have an interest in learning more about this class, contact me at joyz@bebtexas.com

On a personal note, we are participating in MD Anderson’s Sprint for Life Fun Run and Walk against Ovarian cancer in early May. Our participation honors two remarkable women who left an indelible mark on our lives: our beloved, Rama Moore, (who worked for us for over 40-years), and Brenda Wiener-McKnight, mother of our Senior Executive Account Manager, Angel Wiener. Their bravery in the face of adversity inspires our commitment to supporting our community and raising awareness for this important cause. If you would like to participate or donate, click here for details. Thank you in advance for your time and consideration.

In closing, from all of us at EB, we extend a heartfelt appreciation for your continued partnership and loyalty. Together, we will navigate the changes ahead and harness the power of direct mail to enhance your marketing efforts. Thank you for being an essential part of our journey, and stay tuned for more updates and insights in this edition of The Bureau.

In a significant effort to address its ongoing financial struggles, the U.S. Postal Service (USPS) is anticipating that 10,000 employees will opt for voluntary retirement. Postmaster General Louis DeJoy recently informed Congress about this initiative, which is part of a broader strategy to tackle the agency’s substantial losses, amounting to $100 billion since 2007.

Despite being exempt from the federal employee reductions advocated by Elon Musk’s DOGE government reform team, USPS remains under immense pressure to recover from its staggering financial woes, including a $9.5 billion loss reported last year.

DeJoy’s correspondence with Congress, which was obtained by Reuters, underscores the USPS’s urgent need for support as it grapples with “big problems.” The agency, which currently employs approximately 635,000 workers, has already reduced its workforce by 30,000 positions since 2021 and hopes that the voluntary retirement program, first introduced in January, will help streamline operations in the coming month.

The US Postal Service is contemplating the removal of mail entry at Network Distribution Centers (NDCs) and the discontinuation of the Destination NDC (DNDC) discount, aiming to shift more mail volume to SCF/LPC facilities. As part of this future approach, mailers who currently utilize NDC volume and receive the DNDC discount will have three new options: mixed pallets for Origin Entry (without a discount), a DSCF entry discount, or a DDU entry discount specifically for Carrier Route Flats.

Currently, mailers benefit from a 2.7¢ discount per piece on DSCF mail and a 2.4¢ per piece discount on DNDC letter mail. Furthermore, many industry experts anticipate a reduction in the existing SCF Work Share discount, potentially lowering it to 1.7¢ per pieces.
For now, any proposed changes to these pricing structures will require approval from the Postal Regulatory Commission.

As of 2025, Meta is involved in several innovative projects spanning various areas, including virtual and augmented reality, artificial intelligence, and social networking advancements. Here are some key initiatives:

1. Metaverse Development : Meta continues to invest heavily in building the metaverse, a virtual reality space where users can interact in a 3D environment. This includes enhancements to platforms like Horizon Worlds, focusing on creating immersive experiences for social interaction, work, and entertainment.
2. Augmented Reality (AR) Glasses : Meta is advancing its AR technology, including the development of smart glasses that overlay digital information onto the physical world. These glasses aim to integrate seamlessly into daily life, enabling users to access social media and information without needing to constantly check their smartphones.
3. AI-Powered Tools : Meta is incorporating AI into its platforms to enhance user experiences. Projects include improved content moderation algorithms, personalized content recommendations, and AI chatbots for better user interaction across its services.
4. Instagram and WhatsApp Innovations : Meta continues to roll out new features for Instagram and WhatsApp, focusing on e-commerce integration, enhanced privacy controls, and better content creation tools. These updates aim to keep users engaged and provide them with more ways to connect and share.
5. Privacy and Security Enhancements : In response to ongoing scrutiny regarding data privacy, Meta is dedicated to developing more robust security measures and transparent data practices. This includes new privacy settings and better user education about managing personal information.
6. Social Virtual Reality Experiences : The company is working on creating more social experiences within VR, such as virtual events, concerts, and meetups, allowing users to engage with content and each other in new ways.
7. Research and Development : Meta invests in innovative research areas, including brain-computer interfaces that could allow for more natural interactions with digital environments. This initiative aims to create new ways for users to control devices using their thoughts.
8. Community Building Initiatives : Meta is focusing on fostering communities through tools and features that facilitate connection, whether for hobbies, interests, or professional networking. This includes support for groups and pages that allow users to find and connect with like-minded individuals.

These projects reflect Meta’s commitment to shaping the future of digital interactions and experiences, as the company continues to evolve in response to technological advancements and user needs.

In 2025, companies are increasingly leveraging packaging as a key marketing tool to enhance brand identity and engage consumers. Here are several ways businesses are utilizing packaging for effective marketing:

1. Sustainable Packaging : With growing consumer awareness about environmental issues, companies are adopting eco-friendly packaging materials. Biodegradable, recyclable, or compostable packaging not only reduces waste but also attracts environmentally conscious consumers who prefer brands with sustainable practices.
2. Smart Packaging : Innovations such as embedded QR codes and NFC (Near Field Communication) technology allow companies to provide consumers with additional information or interactive experiences. By scanning codes, customers can access product details, usage instructions, and promotional content, enhancing engagement.
3. Personalization : Customized packaging that reflects individual consumer preferences is becoming more popular. Brands are using data-driven insights to create personalized packaging designs or messages, making customers feel valued and increasing their emotional connection to the brand.
4. Unique Shapes and Structures : Companies are experimenting with unconventional packaging designs to stand out on the shelves. Creative shapes and structures can catch consumers’ eyes, making products more memorable and shareable on social media.
5. Enhanced Aesthetics : High-quality visuals and aesthetically pleasing designs are crucial for capturing attention. Brands are investing in premium packaging with vivid colors, textures, and finishes to create a luxurious feel that aligns with their identity and attracts higher-end consumers.
6. Storytelling through Packaging : Brands are using packaging as a canvas to tell their story or convey their brand values. Thoughtful graphics, typography, and messaging can communicate the brand’s heritage, mission, or commitment to quality, creating a narrative that resonates with consumers.
7. Limited Edition and Seasonal Packaging : Creating special packaging for limited edition products or seasonal promotions can drive urgency and excitement. This strategy not only boosts short-term sales but also encourages collectors and loyal customers to re-engage with the brand.
8. Functional Packaging : Beyond aesthetics, companies are focusing on usability. Features like resealable bags, easy-pour spouts, or multi-compartment designs cater to consumer convenience and enhance user experience, thereby reinforcing brand loyalty.
9. Social Media Integration : Packaging designs are increasingly being created with photo-sharing in mind. Brands are making their packaging visually appealing so consumers are encouraged to share images of it on platforms like Instagram and TikTok, creating organic social media marketing opportunities.
10. Transparency and Information : Consumers now seek more information about the products they purchase. Packaging that clearly communicates ingredient sourcing, nutritional information, and brand values aligns with this desire for transparency, fostering trust and loyalty among consumers.

In 2025, packaging is no longer just a protective layer for products but a dynamic tool for storytelling, engagement, and brand building, helping companies connect more deeply with their audiences.

In 2017, our beloved Rama Moore, lost her courageous battle with ovarian cancer after over 40 remarkable years with us. To keep her spirit alive, BEB came together in 2018 to participate in the MD Anderson Cancer Center’s Sprint for Life which included Rama’s granddaughter and son-in-law Kristin and Shannon Johnson.  Our goal was to raise $1,000 and gather a team of 10 participants. Thanks to the overwhelming support of friends, families, and community, we raised over $2,000 with more than 30 participants, with some even traveling from Alaska to walk alongside us in Houston.

Inspired by that incredible response, we continued our mission by participating again in 2019.  However, due to the challenges presented by recent years, we took a brief hiatus.

Now, we are excited to announce that we are back and ready to honor not just Rama, but also Brenda Wiener McKnight.  Angel Wiener has worked for BEB for over 25 years and faced her own heartbreaking loss when her mother, Brenda, succumbed to ovarian cancer on March 13, 2021.

This year, we are assembling a team to walk, raise funds, and pay tribute to these remarkable women who fought bravely against this disease that affects so many. Join us in our efforts to make a difference in the lives of those touched by ovarian cancer.

Together, we can make a significant impact. Whether you choose to walk with us, donate, or spread the word, every contribution counts. Let’s unite in honor of Rama and Brenda, ensuring that their legacies continue to inspire hope and change.

Let’s make strides against ovarian cancer together!  Donate and/or join us today!

We are so excited to witness Houston “Welcome the World” for the 2026 World Cup. The FIFA World Cup is one of the most prestigious tournaments in the world.  It is held every four years. Here’s how the tournament will generally work.

YouGov has released their list of Best Global Brands of 2024.  See the methodology of the data below.  YouGov is an international online research data and analytics technology group. Their mission is to offer unparalleled insight into what the world thinks.

With operations in the UK, the Americas, Europe, the Middle East, India and Asia Pacific, they are one of the world’s largest research networks.

As innovators and pioneers of online market research, , YouGov data is regularly referenced by the global press, and are one of the most quoted market research source in the world.  Learn more at https://today.yougov.com/

TOP GLOBAL BRANDS OF 2024

1. SAMSUNG
2. YOUTUBE
3. WHATS AP
4. GOOGLE
5. ADIDAS
6. NIKE
7. COLGATE
8. NETFLIX
9. TOYOTA
10. IKEA

TOP USA BRANDS OF 2024

1. AMAZON
2. DAWN
3. BAND-AID
4. SAMSUNG
5. DOVE
6. AMAZON PRIME
7. ST JUDE’S CHILDREN’S HOSPITAL
8. YOUTUBE
9. M&M
10. HOME DEPOT

METHODOLOGY

YouGov’s Best Global Brands 2025 are powered by YouGov BrandIndex. Based on over a million  customer surveys in 28 markets, rankings are based on brands’ Index scores taken from YouGov BrandIndex, between January 1st, 2024, and December 31st, 2024. The Index
score within YouGov BrandIndex is a composite measure that summarizes overall brand health.
The six-component metrics of the Index score are:
• Impression: Do people have a positive or negative impression of the brand?
• Quality: Do people perceive the brand’s products or services as good or poor-quality?
• Value: Does the brand offer good or poor value for money?
• Satisfaction: Are customers satisfied or dissatisfied with their
experience of the brand?
• Reputation: Would people be proud or embarrassed to work for
the brand?
• Recommend: Would people recommend the brand to others, or
tell them to avoid it?
Methodology
To qualify for YouGov’s Best Global Brands, brands must be listed in a minimum of 10 markets out of the 28 markets analyzed in total. The markets are: Australia, Brazil, Canada, China, Colombia, Denmark, Egypt, France, Germany, India, Indonesia, Italy, Japan, Malaysia, Mexico, Netherlands, Norway, Philippines, Poland, Saudi Arabia, Singapore, Spain, Sweden, Thailand, United Arab Emirates, United Kingdom, United States, and Vietnam.
Brands that are tracked across multiple sectors are ranked based on their  highest-ranking sector per market. Both parent and child brands, such as Google and YouTube, are included to allow for greater granularity in performance tracking. Brands must have a minimum sample size of 300 to be included. For a brand to qualify as a top 10 brand, it must have scores available
for at least 6 months (183 days).
Market-level deep-dives follow the same methodology but are based solely on respondents’ answers in the indicated market. Top improvers are ranked based on year-on-year improvement to Index score, between January 1st, 2023, and December 31st, 2024. All scores are rounded. For brands with the same change in score, ranking is based on highest 2024 Index score. For a brand to qualify as a most-improved brand, it must have scores available for at least 18 months (548 days).

When The Pew Charitable Trusts established the Pew Research Center in 2004, their methods for surveying the American public were grounded in the traditional approach of contacting individuals on their landline phones and hoping for a response. The Center is celebrating its  20th anniversary this year, the survey techniques have significantly diversified, and now the majority of interviews are conducted online.

Over the past two decades, the Pew Institute reports that public opinion has also transformed in significant ways, reflecting broader changes in the country and the world.  Recently they reported on how Americans’ perspectives and experiences have evolved on a range of topics, including technology and news media platforms.

The Rise of Internet and Mobile Technology

The last 20 years have seen a dramatic surge in technology that allows individuals to engage with the world in unprecedented ways. In 2004, only 63% of U.S. adults were internet users, and 65% owned cellphones (we hadn’t yet begun asking about smartphones). Today, 95% of U.S. adults navigate the internet, and 90% possess a smartphone, according based on their surveys.

Social media began gaining traction in 2004, coinciding with Mark Zuckerberg’s launch of “The Facebook” from his Harvard dorm room. Since then, social media has become widely embraced by Americans and evolved into a significant source of news, even amidst growing concerns regarding misinformation and national security.

Conversely, many traditional news outlets have faced difficulties. In 2004, daily weekday newspaper circulation in the U.S. was approximately 55 million, but by 2022, that number plummeted to just below 21 million. The decline in advertising revenue and workforce reductions have also afflicted newspapers.

In this increasingly fragmented media landscape, trust in news organizations has waned, particularly among Republicans. Nevertheless, a greater number of people still express more confidence in information from news organizations than from social media platforms.

Emerging Technologies

While some technological advancements over the past two decades have gained widespread acceptance, others remain in the realm of speculation. For instance, this year, Elon Musk revealed that his company Neuralink has implanted a computer chip in the brain of a living individual. This chip aims to enable users to operate phones or computers through thought alone—an idea that many Americans find unsettling.

Additional innovations that may have seemed improbable in 2004 include driverless cars, space tourism, AI chatbots like ChatGPT, and gene editing to minimize a child’s risk of serious health conditions. Research indicates that Americans are still becoming acquainted with these emerging technologies and forming opinions about them, suggesting that public attitudes toward these and similar innovations will continue to evolve over the next 20 years.