Printing companies face reality checks and realignments in a new digital world. They include technological transformation and digitisation, generational change, and Industry 5.0.
The technology shift from offset to UV-inkjet with automated workflows is opening up new worlds for digital printed one-to-one communication. At the same time, it is important for print companies to address younger generations, to show them innovative print possibilities and to fascinate them, for example, with the growth market of programmatic printing.
The baby boomers are gradually retiring - and with them a proven client group for whom print was a matter of course. The first digital generation, the Millennials or Generation Y, is now turning forty and is increasingly taking the helm in marketing departments and advertising agencies. And Generation Z has also long been part of the target group for printers. In future, people who have grown up with the internet will determine which media and channels are used.
Many of the younger generation still think of print in terms of supermarket flyers that are distributed in mass with unselected messages. Today, e-mail inboxes are flooded with irrelevant messages. The letterbox, on the other hand, is an interesting channel that few providers bother with.