The electronics industry has reached a pivotal moment of transformation, and leading the charge is a familiar organization with a brand new identity. In this revealing conversation, John Mitchell, President and CEO, announces the rebrand of IPC as the Global Electronics Association – a name that finally captures the true essence of the organization.

"The name literally represents who we are and what we've been doing for some time," Mitchell explains, addressing how the former acronym – while iconic in standards and certification – created confusion among media, policymakers, and those less familiar with the association's evolution since its founding in 1957. The new identity boldly declares its worldwide reach while clarifying its comprehensive role across the entire electronics ecosystem.

This rebrand represents more than just a name change. It signals a significant inflection point with substantial investments in global operations, advocacy, industry intelligence, and communications. With a refined vision of "better electronics for a better world" and a streamlined mission focused on supply chain resilience and industry growth, the association is positioning itself at the critical intersection of global and regional interests. As Mitchell notes, "A global supply chain is also made up of regional capabilities."

What makes this transformation particularly powerful is how it embraces the connected nature of modern electronics. The Global Electronics Association now represents every segment of the supply chain – from semiconductor manufacturers to OEMs and everything in between – creating a unified voice for an industry that powers virtually every aspect of modern life.

Ready to be part of this evolution? Visit electronics.org to discover how this renewed organization is shaping the future of electronics worldwide.

EMS@C-Level is sponsored by global inspection leaders Koh Young (https://www.kohyoung.com) and Creative Electron (https://creativeelectron.com)

You can see video versions of all of the EMS@C-Level pods on our YouTube playlist.