Without doubt, the print industry has changed a lot in recent years and is continuously evolving towards sustainability and digitalization. In this inspiring Guest Article that forms our COVER STORY this edition which is culled from drupa blog, tech CEO – Henrik Müller-Hansen calls on stakeholders to rethink (print) production for the benefit of people and the planet as he also reveals how print is more alive than ever!
HOW GEN Z’s PREFERENCES ARE FAST TRACKING OUR EVOLUTION
Print is one of the most exciting, dynamic, and rapidly growing sectors globally. In a digital era, the enduring relevance and vitality of print often go unnoticed – or worse, undermined. As a tech CEO, I want to set the record straight: not only is print not dying, it’s more alive than ever.
PRINT’S UNPARALLELED SCALE AND POTENTIAL
To grasp the magnitude of print’s impact, look at the numbers. While the global music industry rakes in $41 billion annually according to Statista, print dwarfs this figure with a staggering $800 billion+ market size, according to Smithers. This immense scale underscores the vast opportunities that lie within the realm of print, specifically in the digital printing arena, one of the most rapidly expanding industries in the world.
SEIZING THE DIGITAL OPPORTUNITY
As we’ve understood for some time, the future of print is undeniably digital. The shift away from traditional offset printing has been driven by a myriad of factors, chief among them being the changing landscape of marketing and personalization. Traditional marketing, enabled by offset printing, is not only costly and challenging to track in terms of Returns on Investment (ROI), but also lacks the interactivity and engagement that today’s consumers demand. This shift toward digital marketing necessitates a corresponding transition in production methods, especially with the exponential growth of ecommerce and the demand for personalized, on-demand production solutions.
EMBRACING CHANGE: FIVE MACRO TRENDS
To thrive in this evolving landscape, print service providers must embrace five overarching trends:
- Personalization: According to Deloitte, more than 50% of customers were interested in acquiring personalized or custom products. That desire for personalization is even more pronounced in younger buyers. In a study by WP Engine, 75% of Gen Z survey respondents said they’re more likely to buy a product if they can customize it.
- Localization: Consumers seek to support their local communities. They want to know where their goods are made and how they’re made. They also want to receive their orders quickly and more sustainably. Local production and distribution accommodate these preferences.
- Mobility: Mobility dictates that commerce must meet consumers where they are – on their mobile devices. This underscores the importance of digital, including ecommerce.
- Creator Economy: The burgeoning creator economy presents vast opportunities for on-demand, locally produced goods – with Goldman Sachs projecting a doubling in size to $480 billion by 2027.
- Sustainability: Finally, sustainability is not a buzzword but a necessity, with Environmental, Social and Governance (ESG)-focused investment soaring to US$34 trillion in 2026, making up 21% of assets under management, according to PricewaterhouseCoopers (PWC). Gone are the days of mass-producing and shipping goods across the planet. Local, on-demand production is here to stay.
UNDERSTANDING THE DEMOGRAPHIC SHIFT
The evolving demographic landscape, particularly the rise of Generation Z and Millennials, further underscores the need for adaptation. These cohorts are tech-savvy, environmentally conscious, and deeply value corporate social responsibility. Also, growing up or coming into adulthood with Amazon and ecommerce, they expect personalization and speed of delivery. By aligning with their values and preferences, production businesses can tap into a vast market of conscious and empowered consumers.
HARNESSING NEW PRODUCTION TECHNOLOGIES
The advent of new production technologies, such as 3D printing and digital printing software, opens endless possibilities for innovation.
At Gelato, we built the world’s largest production-on-demand network, facilitating local production in 32 countries and connecting creators and makers with billions of consumers worldwide. Through our GelatoConnect platform – a machine-agnostic production platform that streamlines the entire production process from procurement to workflows to logistics – we will further enhance efficiency and profitability, driving the seamless transition to next-generation production methods that facilitate micro orders. Looking ahead, the potential for growth and transformation is immense. The Gelato network and our commitment to local production and distribution positions us and our production partners at the forefront of this technological revolution. As we embrace these new technologies, we envision a future where production is smarter, faster, and greener.
THE BIG PICTURE: SUSTAINABILITY AND GLOBAL IMPACT
When we piece together the puzzle of these macro trends, demographic shifts, and technological advancements, the big picture becomes clear: the growth opportunities in print are limitless. By leaning into innovation, sustainability, and localization, we can harness the power of production to reach billions of consumers, facilitate smarter global trade, and drive positive change in the world. In addition, projections indicating a 12-fold increase in 3D printing adoption by 2030 offer endless opportunities for our industry to be at the forefront of shaping the future.
Together, let’s embark on this journey of transformation and rethink production for the benefit of people and the planet.
Henrik Müller-Hansen is the CEO & Founder of Gelato – world’s largest platform for local production of customized items, anytime and anywhere. Henrik and his team launched Optimalprint in 2007. As Optimalprint grew so did the idea on how to improve the profitability and efficiency within the printing industry. This led to the launch of Gelato in August 2012.
Previously, Henrik worked at Tele2, a telco challenging the traditional industry. Henrik held positions such as CEO-assistant and Head of the Business Customer Area in Sweden. From 2003 to 2006 he was CEO of Tele2 Norway, growing the company from 1.5 billion NOK to 3.2 billion NOK. Henrik has an M.Sc.E; Major in Managerial Economics from Stockholm School of Economics, Sweden.
