Canon Europe has released a new insight report - ‘Exploring the Future of Print’ - which includes the views of four renowned ‘futurists’ whose jobs are to review and understand wider purchasing decisions, macro consumer trends, and transformational technologies.
Canon Europe has released a new insight report - ‘Exploring the Future of Print’
The new report draws on the experience of:
- Benjamin Talin, founder of MoreThanDigital;
- Murray Grubb, Sales Lead for central government at Salesforce and an AI consultant;
- Beate van Loo-Born, a seasoned executive with over 20 years’ experience in financial services, data and climate finance in European, Asian and US financial centres; and
- Rafael Rodrigues, a leading digital press manufacturer and developer of e-commerce platforms and AI-based solutions,
It uncovers five key themes: print’s unique selling points (USPs) in a digital world, how brands can exploit these USPs to reach consumers, AI’s increasing role in print production, why sustainable production will be vital for future success, and the value of forward-looking partnerships.
These themes help to offer better market insight across a range of emerging challenges, such as how print can play an important role in better connecting with younger generations who are increasingly spending more time online. The futurists noted a direct connection between print’s unique physical characteristics and consumers’ desire to project identity and status. The capacity of a tangible printed product to cut through digital noise in an increasingly virtual world is celebrated in the insight report, with a compelling argument put forward for personalised print and the ‘Programmatic Print’ concept that enables brands to engage customers with communications that are timely and relevant.
The report also highlights how print’s presence encourages consumers to pause, consider and appreciate, with PSPs increasingly looking at new ways to monetise this by offering ‘attention as a service’ e.g through an out of home, point of sale or direct marketing piece delivered as part of a broader, joined up campaign.
The contribution of AI to the future of print is arguably the most prominent discussion emanating from the report, with agreement among the futurists that, whilst both the way PSPs use AI and the rate of adoption differs, all PSPs will increasingly see the value of AI and automation across their entire business. However, the report also notes that, before integrating AI, PSPs need to ensure they have a robust IT infrastructure and data management in place and that they become ‘data literate’ so that they can advise their customers on how to leverage their data.
Another key theme is the increasing emphasis on sustainable production as regulators, brands and consumers increase the pressure for better ESG standards. The report gives ideas on how printers can optimise their supply chain and demonstrate their sustainable practices, documenting recognised processes and procedures that reduce carbon emissions. Within the print ecosystem, printers can also help brands project their sustainable status and add value by making strategic environmental recommendations.
Speaking about the Insight Report, Duncan Smith, Country Director, Production, at Canon UK and Ireland, says: “The conclusions from this report are encouraging and cement print’s future as a valuable marketing medium that delivers cut through. It provides high-level market intelligence from external experts that looks at familiar topics from an alternative viewpoint, to spark new ideas and debate, and we’re confident that this sort of market intelligence will continue to drive positive change within the industry.”
