The Print Industry in Transition: A Sector on the Brink of Reinvention
The print industry is undergoing a profound transformation, driven by technological advancements, shifting market demands, and a looming demographic challenge. Charles Lissenburg, a seasoned expert at Keypoint Intelligence, a leading consultancy expanding its European presence, provides insights into these changes and the strategies necessary for the industry to thrive in the coming years.
The Pace of Transition: From Analogue to Digital
The shift from analogue to digital printing has been uneven across sectors. Wide-format printing, for instance, experienced rapid growth two decades ago but has since matured. In contrast, digital textile printing has evolved slowly, still accounting for only a small fraction of global production. Lissenburg highlights that the barriers to broader adoption aren’t solely technological; logistical complexities and labour challenges also play significant roles.
The Talent Crisis: Automation as a Survival Strategy
A critical issue facing the industry is the retiring generation of skilled print professionals and the struggle to attract younger talent. This impending knowledge gap underscores the urgency of automation and artificial intelligence (AI) adoption. According to Lissenburg, these technologies are not merely tools for enhancing efficiency but essential strategies for survival. However, many businesses remain hesitant, clinging to traditional workflows and conservative mindsets. This reluctance, Lissenburg warns, could hinder competitiveness in a fast-evolving market.
Redefining Value: Beyond Speed and Volume
Lissenburg emphasizes the need for a fundamental reorientation in the industry’s focus. Rather than prioritizing speed and volume, businesses should highlight the value, creativity, and sustainability of print applications. Examples include digitally printed, recyclable exhibition stands and bespoke, embellished packaging that enhances product appeal. These innovations align with modern consumer preferences and regulatory trends, positioning print as a high-impact medium.
Automation: The Cornerstone of Progress
Automation is central to the industry’s future across all segments, including textiles, packaging, and labels. Lissenburg stresses that automation extends beyond digital presses, encompassing the entire production ecosystem—software, finishing, logistics, and supply chain integration. Inkjet technology, in particular, holds immense promise due to its versatility and potential for further growth. As costs decrease and capacity increases, digital platforms are poised to outperform traditional printing methods.
Geopolitical and Economic Shifts: A New Production Paradigm
The global print landscape is also being reshaped by geopolitical instability, trade tensions, and supply chain vulnerabilities. These factors are prompting businesses to adopt more regionalized production models and shorter supply chains. Digital print, with its ability to support shorter runs and faster turnarounds, is well-suited to this decentralized approach, offering greater resilience and adaptability.
Keypoint Intelligence: A Strategic Partner in Transformation
Keypoint Intelligence is positioning itself as a vital guide for businesses navigating these changes. The company offers a range of services, including lab testing, market intelligence, forecasting, consulting, and AI readiness assessments. It aims to help print businesses understand how and where to adopt automation and AI effectively, integrating these technologies into real-world workflows. Keypoint is also a prominent presence at global industry events, driving discussions on automation, AI, and digital transformation.
The Next Two Years: A Crucial Opportunity
Lissenburg sees the next two years as a critical window for industrial print sectors—such as textiles, packaging, and labels—to accelerate their digital transformation. Inkjet, automation, and AI are expected to be the primary drivers of growth during this period. However, Lissenburg cautions that this shift is not merely technological; it requires cultural and organizational change and visionary leadership willing to embrace new ways of thinking.
Conclusion: A Call to Reinvention
The print industry, often perceived as static, stands at the precipice of reinvention. To thrive in the years ahead, it must move beyond viewing digital as a supplement and recognize it as the foundation of its future. Businesses must shift their focus from selling speed to delivering value and sustainability. As Lissenburg underscores, the industry must learn to articulate its impact beyond ink and paper, embracing innovation and transformation to remain relevant in a rapidly changing world.
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