Canon has released a new market insight report, Exploring the Future of Print. The report examines how shifting consumer and brand behaviours are influencing the role of print and how PSPs can adapt.
The report identifies five key themes: print’s unique selling points in a digital world, how brands can leverage these to engage customers, the growing impact of AI on print production, the critical importance of sustainable practices, and the value of forward-looking partnerships.
Drawing on interviews with four futurists alongside Canon’s industry expertise, the research explores how macro trends will affect print. It highlights younger consumers’ desire to project identity and values through their purchasing choices, noting that print’s physical presence supports this by conveying effort, permanence, and value. In an online world dominated by digital noise, print’s tactile qualities stand out, offering what the report terms “attention as a service” through channels such as direct mail, point of sale, and outdoor applications.
AI is a dominant theme, with the futurists agreeing that businesses making effective use of the technology are likely to grow faster than those that do not. However, the report stresses that PSPs must first strengthen their IT systems and become “data literate” in order to maximise AI’s benefits and advise their customers effectively.
Sustainability also emerged as a pressing requirement, with regulators, brands, and consumers demanding stronger environmental standards. The report suggests that PSPs can add value by optimising supply chains, documenting carbon-reducing processes, and helping brands project their own ESG commitments.
Suppliers were seen as having a role to play in helping customers adapt to new technologies and market pressures, positioning PSPs as trusted advisors connecting brands with consumers.
Duncan Smith, country director, production, at Canon UK and Ireland, said: “We are committed to helping our customers navigate the changing print landscape and the associated challenges that come with it. In this latest Insight Report, we are providing high-level market intelligence from external experts that looks at familiar topics from an alternative viewpoint, to spark new ideas and debate.”
He added: “The conclusions from the report are encouraging and cement print’s future as a valuable marketing medium that delivers cut through. The opportunities for PSPs are vast, but it’s also clear from the findings that PSPs need to continue to be curious and ask questions about AI and sustainability.”
