Print Industry Must Rebrand To Attract Next-Generation Talent
As digital transformation reshapes manufacturing, the printing industry is being urged to redefine its image to attract younger talent and build a sustainable, multigenerational workforce. Despite being driven by innovation, automation and increasingly artificial intelligence (AI), the sector continues to battle the perception that it is a traditional or declining industry.
The challenge is reflected in workforce demographics. According to the British Printing Industries Federation (BPIF), the average age of a print industry employee in the UK was estimated at 43, with only 9% of workers under the age of 24. As experienced professionals approach retirement, the industry faces an urgent need to develop a new generation of skilled talent.
Industry experts believe changing perceptions is the first step. While print remains integral to sectors ranging from textiles and fashion to architecture, packaging and signage, its technological sophistication is often overlooked. Raising awareness of the industry’s role in modern manufacturing can help position print as an attractive career option for digitally savvy young professionals.
Social media is also emerging as a powerful recruitment tool. Platforms such as Instagram, TikTok and LinkedIn offer companies an opportunity to showcase the creativity, innovation and diversity of print applications while highlighting workplace culture and career opportunities. Using accessible language and engaging visual content can make advanced printing technologies more approachable for students and first-time job seekers.
Hands-on learning is another key strategy. Collaborating with schools, colleges and universities through internships and apprenticeship programmes enables young people to gain practical exposure to the industry while helping companies identify and nurture future talent. Well-structured internship programmes that combine mentoring with cross-functional experience benefit both employers and participants by creating a clearer pathway into long-term careers.
Mimaki Europe has adopted this approach through its internship programme, welcoming several interns each year and providing exposure to different areas of the business. The company says the initiative has not only introduced young professionals to the possibilities within the print industry but has also led to permanent employment opportunities, with some interns transitioning into technical and specialist roles.
The company has also expanded its outreach through social media by launching a TikTok initiative led by Digital Marketing Intern Jenny Kim. The campaign aims to introduce younger audiences to Mimaki’s printing technologies while offering an inside look at internship experiences and career opportunities within the industry.
As the print sector continues to evolve through digitalisation, automation and sustainable manufacturing, attracting younger talent will be essential to preserving technical expertise, driving innovation and ensuring long-term industry growth. Building a workforce that combines the experience of established professionals with the fresh perspectives of the next generation is increasingly viewed as critical to the future of print.
