By Henrik Müller-Hansen, CEO and founder of Gelato
Print is one of the most exciting, dynamic and rapidly growing sectors globally. In a digital era, the enduring relevance and vitality of print often go unnoticed – or worse, undermined. As a tech CEO, I want to set the record straight: not only is print not dying, it’s more alive than ever.
Print’s unparalleled scale and potential
To grasp the magnitude of print’s impact, look at the numbers. While the global music industry rakes in $41 billion annually according to Statista, print dwarfs this figure with a staggering $800 billion+ market size, according to Smithers. This immense scale underscores the vast opportunities that lie within the realm of print, specifically in the digital printing arena, one of the most rapidly expanding industries in the world.
Seizing the digital opportunity
As we’ve understood for some time, the future of print is undeniably digital. The shift away from traditional offset printing has been driven by a myriad of factors, chief among them being the changing landscape of marketing and personalisation. Traditional marketing, enabled by offset printing, is not only costly and challenging to track in terms of ROI, but also lacks the interactivity and engagement that today’s consumers demand. This shift toward digital marketing necessitates a corresponding transition in production methods, especially with the exponential growth of e-commerce and the demand for personalised, on-demand production solutions.
Embracing change: Five macro trends
To thrive in this evolving landscape, print service providers must embrace five overarching trends:
– Personalisation: According to Deloitte, more than 50% of customers were interested in acquiring personalised or custom products. That desire for personalisation is even more pronounced in younger buyers. In a study by WP Engine, 75% of Gen-Z survey respondents said they’re more likely to buy a product if they can customise it.
– Localisation: Consumers seek to support their local communities. They want to know where their goods are made and how they’re made. They also want to receive their orders quickly and more sustainably, with local production and distribution accommodating these preferences.
– Mobility: Mobility dictates that commerce must meet consumers where they are—on their mobile devices. This underscores the importance of digital, including e-commerce.
– Creator economy: The burgeoning creator economy presents vast opportunities for on-demand, locally produced goods, with Goldman Sachs projecting a doubling in size to $480 billion by 2027.
– Sustainability: Finally, sustainability is not a buzzword but a necessity, with ESG-focused investment soaring to US$34 trillion in 2026, making up 21% of assets under management, according to PWC. Gone are the days of mass-producing and shipping goods across the planet. Local, on-demand production is here to stay.
Understanding the demographic shift
The evolving demographic landscape, particularly the rise of Generation-Z and Millennials, further underscores the need for adaptation. These cohorts are tech-savvy, environmentally conscious and deeply value corporate social responsibility. Also, growing up or coming into adulthood with Amazon and e-commerce, they expect personalisation and speed of delivery. By aligning with their values and preferences, production businesses can tap into a vast market of conscious and empowered consumers.
Harnessing new production technologies
The advent of new production technologies, such as 3D printing and digital printing software, opens endless possibilities for innovation.
Businesses are building huge production-on-demand networks, facilitating local production in countries around the globe, connecting creators and makers with billions of consumers worldwide. Through utilising machine-agnostic production platforms that streamline the entire production process from procurement to workflows to logistics, they will further enhance efficiency and profitability, driving the seamless transition to next-generation production methods that facilitate micro orders. Looking ahead, the potential for growth and transformation is immense, with local production and distribution positioning businesses at the forefront of this technological revolution.
As we embrace these new technologies, we envision a future where production is smarter, faster, and greener.
The big picture: Sustainability and global impact
When we piece together the puzzle of these macro trends, demographic shifts and technological advancements, the big picture becomes clear: the growth opportunities in print are limitless. By leaning into innovation, sustainability and localisation, we can harness the power of production to reach billions of consumers, facilitate smarter global trade and drive positive change in the world. In addition, projections indicating a 12-fold increase in 3D printing adoption by 2030 offer endless opportunities for our industry to be at the forefront of shaping the future.
Together, let’s embark on this journey of transformation and rethink production for the benefit of people and the planet.