showing print materials coming out of the printer

The supporting role of print in modern marketing

Now that everything is so digital, we often forget there’s still something special about paper. A recent visit from Fedrigoni Papers took me back to a trip exploring the Paper and Watermark Museum in Fabriano, Italy. Watching my children in awe at the intricacy of making watermarks reminded me just how much craftsmanship goes into paper-making—and how it continues to hold value today. This prompted me to reflect on the paper’s sensory appeal and its role in our client engagements. While the days of mass print direct mail (DM) campaigns have gone, there's a clear resurgence in physical assets to cut through the abundance of digital assets and make brands stand out.

 

The generational perspective on print

People engage with print differently depending on their generation. While Gen Z and Millennials have grown up in a digital world, studies show that they still value print for its authenticity and ability to create a lasting impression. Gen Z, in particular, appreciates high-quality print materials in branding and marketing, as they often see physical media as more trustworthy than digital advertising. Many Millennials also enjoy print media, particularly luxury brand catalogues, magazines, and personalised mail.

For Gen X and Baby Boomers, print is second nature. Having spent most of their lives consuming traditional media, they tend to be more responsive to direct mail, newspapers, and brochures. These older generations often engage more deeply with physical materials and appreciate the nostalgia and reliability of print.

Understanding these differences allows marketers to tailor their approach, combining print and digital elements to create more impactful campaigns.

Essentra brochure

Why print still works

There’s a reason print is making a comeback. Studies show that people find printed ads easier to process than digital ones—taking 21% less mental effort to understand1. They’re also more likely to act on a print ad than a digital one, especially when multiple senses are engaged. Simply put, print leaves a lasting impression.
Essentra laptop webpage 1

Combining print and digital for better results

Print and digital don’t have to compete—they actually work best together. Businesses that use both see significantly better response rates and conversions, one report showed a 28% increase in conversion rates alongside a 450% boost in response rates2. This mix allows brands to reach a broader audience and cater to diverse consumer preferences.

The rise of personalised print

Modern consumers crave personalised experiences. Thanks to advances in Variable Data Printing (VDP) businesses can create highly tailored print materials, whether it’s a direct mail piece with a customer’s name on it or a unique offer based on their past purchases. This level of personalisation makes a big difference in building customer loyalty. 

 

Sustainability in print

One of the biggest shifts in the paper industry is sustainability. Over 70% of paper is now recycled globally3, and many manufacturers, like Fedrigoni, are committed to using responsibly sourced materials. Choosing FSC-certified paper, soy-based inks, and post-consumer recycled fibres means brands can create beautiful printed materials while minimising their environmental impact.

Consumers are increasingly drawn to brands that prioritise sustainability, so using eco-friendly printing practices isn’t only good for the planet, it’s good for business too.

Here at h2o, we have been making a move towards more sustainable print practices as we are on our journey to become B Corp certified, read more about our journey here.

J Crew catalogue

Real-world examples 

Despite the dominance of digital, printed materials are experiencing a revival. Many retailers like J.Crew, Lands’ End & Cotswold Outdoor have reintroduced physical catalogues because they know people engage with them in a way they don’t with online ads. These catalogues serve as lifestyle journals, strengthening brand relationships and driving online purchases.
Harley Davidson brochure open

Heritage brands like Harley-Davidson® also harness the power of print to connect with their audiences in a meaningful way. Their 880-page catalogue, designed to reflect their bold identity, reinforces the lasting impact of high-quality print. Explore the full case study here.

My final thoughts

Print might not be as dominant as it once was, but it still has a place. In a world full of digital campaigns, something tangible can feel more personal and memorable. Used well, print helps brands stand out - and when combined with digital, it’s even more powerful. 

Interested in how you can use printed materials in your business strategy? Get in touch today.

  1. Print marketing statistics
  2. Guide to modern integrated marketing
  3. Papers place in a post-pandemic world