WHAT’S REALLY CHANGING IN PRINT?

In today’s print industry, the landscape is defined by constant disruption. Market dynamics shift faster than many businesses can track. In addition, customer demands are more fluid and exacting. Tariffs, labour shortages, sustainability mandates and technology disruption are not occasional, but constant. For those currently in the print industry, the focus is not just on creating a brochure, a magazine or a beautiful package. It is also on volatility, rethinking business models and trying to build resilience. Success in print today is not about keeping up.

Every business in the print space is feeling the squeeze from many directions. The pressures are complex and compounding.

Labour shortages are at the top the list. Experienced technicians are retiring and new recruits are scarce. Hiring is costly and training takes time and money. Meanwhile, the equipment keeps advancing, demanding even more technical expertise.

“Customers now expect faster, cheaper, more personalised solutions”

Global trade uncertainty adds another layer of complexity and risk. Tariffs and shifting policies complicate sourcing, pricing and delivery. Long-term planning becomes harder and more risky.

Alternatives to the printed page – such as websites, apps and digital communications –continue to erode traditional print volumes. Customers now expect faster, cheaper, more personalised solutions. Digital-first competitors are delivering. In order to stay relevant, legacy print operations are being forced to rethink their value proposition and sales approach.

Additionally, costs are rising across the board. The price of paper, ink, energy and shipping continues to increase. While clients often want lower prices, providers are absorbing more of the financial pressure just to stay competitive.

Automation expectations are also rising. Customers want fast, accurate and transparent platforms. They expect digital proofing, real-time updates and precise delivery. To meet these demands, print shops must modernise and adopt automated workflows and, in some cases, adopt alternative business models.

These challenges do not just co-exist. They interact, compound and accelerate each other. That is what makes this moment so demanding and why it is full of opportunity for those prepared to lead.

Technology, economics and changing buyer expectations are reshaping how print businesses operate.

Digital print is expanding its role. It excels in short-run and personalised jobs, delivering impressive quality with improved speed and efficiency. Variable data, fast turnaround times and high customisation are transforming commercial print. However, the technology is getting more complex. Choosing the right equipment is increasingly challenging and a wrong decision can be costly.

Automation and workflow integration have become fundamental. End-to-end platforms streamline everything from onboarding to finishing. Integration with management information system (MIS) and enterprise resource planning (ERP) systems improves visibility, eliminates manual tasks and reduces errors.

Robotics are entering more print facilities. Co-bots and robotic arms now handle tasks such as loading and material movement. These tools increase consistency, free up skilled labour and allow scaling without large capital expansion.

AI and predictive analytics are bringing more intelligence to the press room. Real-time data enables predictive maintenance, automated quality checks and smarter workflow management. Tools such as computer vision and automated colour calibration ensure accuracy with minimal oversight.

Even in a digital-first world, print remains essential. Personalised packaging, direct mail and branded materials still offer strategic value. Digital print enables brands to stand out with tailored messaging and fast execution. Technologies such as QR codes and augmented reality, further connect print with digital channels.

Packaging and labels are leading industry growth. There is a rise of e-commerce, short-run customisation and on-demand branding. These factors are driving demand for agile, high-quality packaging solutions. New presses for corrugated, flexible and folding-carton applications are gaining traction.

As the boundaries between commercial, signage, packaging and textile print blur, many providers are expanding into adjacent markets. Investments in versatile equipment are unlocking new revenue streams and fuelling design innovation.

Meanwhile, persistent labour shortages are accelerating the shift toward efficiency. In response, print providers are adopting intuitive software, remote service tools, automation and training programmes to maintain high output with leaner teams.

Sustainability mandates are no longer optional. Customers want to do business with companies that reflect their values, particularly around environmental and ethical responsibility. Brands and regulators alike are demanding measurable reductions in emissions, energy use and waste. Compliance is complex and often costly, but it is now a business imperative. 

Sustainability is a baseline expectation. Customers desire it and regulations demand it. Providers are focusing on recyclable materials, energy-efficient systems and remanufactured equipment. Digital printing supports these goals through just-in-time production and reduced waste.

Thriving in today’s print landscape takes more than adaptation. It requires strategic clarity, the right tools and continuous development.

It starts with market intelligence. Understanding where the market is heading helps companies to anticipate risks, uncover opportunities and stay ahead. Those that invest in forecasting and trend analysis are better positioned to act decisively and capture growth. 

Additionally, automation is a critical enabler. It eliminates repetitive, error-prone tasks, while boosting speed and quality. Businesses that embrace automation can scale more efficiently and meet growing customer demands with consistency.

But tools alone are not enough. People make the difference. Skilled teams, rather than technology alone win deals. Equipping sales people with consultative skills helps them to shift from pitching features to solving problems. Providers must help clients to see where print fits within broader marketing and communication goals. The result is stronger relationships, higher win rates and long-term value.

Customer insight is equally vital. Voice-of-the-customer research and competitive benchmarking provide a sharper picture of what truly matters in the market. This intelligence shapes product development, service delivery and marketing strategy.

“Automation and workflow integration have become fundamental”

Sales enablement brings all of this together. When teams are equipped with modern training, aligned messaging and tools – such as quoting platforms, guided selling systems and branded content – they sell with greater speed and confidence. This builds trust and improves outcomes.

Together, all of these strategies create a practical framework for sustainable growth. Success means identifying the right buyers, delivering compelling messages and providing timely, effective solutions. Companies that invest in intelligence, automation, training and customer insight are leading the market forward. The companies winning in this market are the ones using insight to drive every decision. They are using change to create an advantage.

From market intelligence to custom sales training, Keypoint Intelligence provides the clarity, data and forward-thinking direction needed to move faster, sell smarter and outperform the competition.