In 2024, the printing industry faces major challenges influenced by economic, technological and environmental trends. These challenges are likely to jeopardize the future of printing, in particular by intensifying competition with alternative solutions.
On the economic side, printers are facing a difficult economic climate, marked by persistent inflation and fragile consumer spending, exerting a negative influence on their business. On the technological front, the digital transition is driving down demand for traditional print products such as leaflets, catalogs and magazines. Advertisers are reducing their reliance on paper consumption, in favor of digital channels. From an environmental point of view, rising supply costs – notably the price of paper, energy and transport costs – are putting additional pressure on printers’ profitability.
The combination of these factors means that the future of the printing industry is in jeopardy, with falling demand, reduced profitability and fierce digital competition.
A THREATENED FUTURE
Graphiline magazine’s study “Outline of the evolution of the printing industry” for the year 2023 shows significant changes in the French printing sector. It highlights a decline in graphic industry sales from 15 billion in 2022 to 14.25 billion in 2023. It also indicates that in 2022, the printing sector employed 100,000 people, whereas in 2023, this figure has fallen to 96,000. This trend stems from a number of factors, chiefly the decline in demand for traditional print products, attributed to the growing popularity of online marketing and the emergence of new printing technologies.
CHANGES TO ADAPT
In response to the new realities, several brands have made changes to their communications strategies. For example, the BNP Paribas group has announced that it will reduce the use of paper in its operations by 30% by 2024 to support its ambition to become a sustainable company.
In the same vein, telephone operator Bouygues Telecom has decided to eliminate the sending of paper invoices to its customers by 2024, with the aim of reducing its environmental impact.
CHALLENGES AND OPPORTUNITIES
Facing these challenges, the paper industry must evolve by adopting sound strategies of adaptation and innovation to ensure their competitiveness in an increasingly technology-driven world. In order to achieve this, some companies have already taken steps by investing in innovative solutions to position themselves favorably for the future of paper printing. HP, for example, has developed a new, cutting-edge digital printing technology that enables it to produce high-quality printed documents at lower cost. Danone, on the other hand, uses paper and cardboard packaging made from recycled or certified virgin fibers, demonstrating its commitment to sustainability. These examples testify to companies’ growing awareness of the challenges they face, and their investment in innovative solutions to meet them.
A RESILIENT SUPPORT
Although paper faces many challenges, it is unlikely to disappear completely. In fact, it will certainly continue to be used in certain fields, notably those where it is indispensable and offers specific advantages, such as publishing, art, administration, education and industry.
Although demand for traditional printed products may be declining, there is still a market for high-quality impregnated products. This confirms the idea that paper will continue to exist despite constraints, as it remains a privileged support for the creation of high-end products, meeting the specific needs of a public that values authenticity, quality and the tactile experience associated with it.
Despite the growing preponderance of digital technology, some printers have been able to adapt, expanding their services and investing in modern equipment to remain competitive. This is the case of our print shop, which has over 65 years’ experience in the field, testifying to its expertise.
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