THE BIG PICTURE: INDUSTRY SHIFTS AND OPPORTUNITIES – 7 – Sustainability Demands WHAT YOU NEED TO KNOW More consumers than ever are looking for companies whose values around sustainability align with their own. In addition, many state and local governments are approaching the topic through legislation, which is driving companies to reduce their environmental impact and require the same from their vendors and suppliers. WHY IT MATTERS Sustainable practices – such as using eco‑friendly materials and reducing waste – demonstrate a genuine commitment to environmental and social responsibility. Embracing sustainability can attract eco‑conscious customers and differentiate you in a competitive market. Creator Marketing WHAT YOU NEED TO KNOW Creator marketing – where influencers, content creators, and niche experts promote brands – is reshaping how businesses connect with audiences. As the creator economy grows, brands are investing in custom merch, packaging, and promotional print to align with their influencer partnerships. WHY IT MATTERS This trend means increased demand for high-quality, small-batch print runs tailored to creator-led brands and campaigns. $500 The creator economy is set to reach $500 billion by 2027. Source: creatoriq.com/blog Integrating Print & Digital WHAT YOU NEED TO KNOW Brands expect seamless integration between print and digital experiences. Augmented reality (AR), QR codes, NFC technology, and personalized URLs (PURLs) are transforming traditional print into interactive experiences. This is reshaping everything from direct mail to packaging, where printed materials no longer exist in isolation but serve as gateways to deeper digital engagement. WHY IT MATTERS This means selling more than just ink on paper – it’s about positioning print as a connected, data-driven tool that enhances customer journeys, drives measurable engagement, and boosts ROI. Going Beyond the Trends BILLION
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