Decoding Consumer Behavior: Leveraging Trends to Shape the Future of Print

This article, inspired by one of our most engaging podcast episodes of 2024, distills valuable insights for the modern print industry. Hosted by Marcus Timson, the episode features a compelling conversation with Dario Urbinati, CEO of Gallus Group, and Philippe Assouline, founder of PropellorIQ and a behavioral marketing expert.

Together, they explore the forces reshaping the print industry – from shifting demographics to the need for emotional resonance in business strategies and the evolving dynamics of B2B interactions. Their insights offer a roadmap for navigating challenges and embracing opportunities in this fast-changing landscape.

Here’s a snapshot of their thought-provoking discussion, with a link to the full interview at the end.

Demographic Shifts and Industry Challenges

The discussion begins with Dario Urbinati addressing the talent shortages and workforce disruptions impacting the print industry. He points to demographic changes as a critical factor: as a significant portion of the workforce approaches retirement, younger generations are gravitating toward urban centers, leaving rural printing facilities struggling to attract new talent.

To adapt, Dario stresses the need for companies to rethink their strategies – embracing operational flexibility and evolving their offerings. In today’s “VUCA” world (volatile, uncertain, complex, and ambiguous), he explains, long-term planning is challenging, and adaptability is paramount.

Dario highlights modular platforms as a critical solution, pointing to Gallus's ‘System to Compose’ as an example. This innovative platform enables businesses to update equipment seamlessly as needs, regulations, and technologies evolve. By adopting this modular approach, Gallus supports the concept of smart, connected printing, offering companies the adaptability they need to remain agile and competitive in an unpredictable environment.

The Power of an Emotional Strategy

Philippe Assouline shifts the conversation toward the human side of business, emphasizing the importance of emotional strategy in today’s information-saturated world. To remain relevant, attract talent, and drive demand, businesses must connect with their audiences on a deeper level.

Philippe explains that younger generations, often driven by heightened anxiety and a search for authenticity, view brands as tools for self-expression and connection. For the print industry, this creates an opportunity: the tactile, physical nature of printed materials offers a unique way to create emotional resonance, grounding consumers in an increasingly digital world. By highlighting craft and authenticity, print can tap into qualities that audiences value deeply.

The Blurring of B2B and B2C Lines

As the discussion continues, Dario and Philippe explore the convergence of B2B and B2C dynamics. With younger professionals stepping into decision-making roles, B2B companies face rising expectations for personalization and engagement akin to B2C experiences. Buyers now prefer to conduct independent research, placing greater importance on storytelling and thought leadership in building trust.

Philippe underscores the advantage of B2B companies positioning themselves as trusted advisors, offering insights that help clients navigate complex consumer behaviors. By adopting strategies inspired by B2C, B2B companies can foster meaningful relationships and establish a competitive edge.

Harnessing Technology and Automation

Workforce shortages remain a pressing challenge, making technology and automation indispensable for sustaining productivity. Dario highlights how automation enables businesses to maintain efficiency despite limited staff. While emotional engagement is crucial, he also emphasizes the role of AI-driven flexibility in addressing workforce constraints and adapting to changing demands.

Collaboration and a Global Perspective

Collaboration emerges as another key theme. Dario emphasizes the importance of working together across industries and academia to drive innovation. He points to initiatives like the Gallus Experience Center in Switzerland, which fosters partnerships and encourages diverse perspectives to tackle the industry’s most pressing challenges.

Looking Ahead

As the conversation draws to a close, optimism prevails. Both Dario and Philippe are confident that the print industry is well-positioned to adapt and thrive, driven by a combination of flexibility, emotional connection, and collaborative innovation. With plans for new advancements and continued investment in research, the future looks bright for print.