Did Someone Say “Tariffs”?

Written by German Sacristan | Apr 16, 2025 12:00:00 AM

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Last week, the Trump administration put a 90-day pause on higher-band tariffs (except for China, Canada, and Mexico), leaving global markets in flux. As countries renegotiate their economic interests, the world watches closely…and waits for resolution. One thing is certain: Tariffs have a direct and substantial impact on every market. As policies evolve, businesses must adapt their strategies to ensure sustainability and growth.

Clearly, increased tariffs lead to price hikes and disruptions across supply chains. This concerns everyone—whether you’re a buyer, a supplier, or somewhere in between. However, the greatest stress is not just the impact itself, but the uncertainty. We don’t know what the final outcomes will be or when they’ll take effect. This ongoing volatility makes planning difficult.

Below are several key challenges and opportunities that illustrate just how far-reaching the impact of higher tariffs could be for the print industry:

Paper remains a critical vulnerability: Tariff-related cost increases could strain paper supply chains, which already account for roughly 30% of a finished print product’s cost. Increased domestic demand may result in shortages or allocation challenges.
Print is shifting toward specialty value: As prices rise, print’s value proposition must evolve. Print service providers (PSPs) that align print more strategically with marketing/communication objectives, not just as a commodity, are better positioned to deliver ROI and withstand cost pressures.
Digital printing may gain share as offset faces pressure: Shorter run lengths due to price increases and the growing appeal of variable data and embellishments favor digital print production. Offset volumes may decline more rapidly under rising cost conditions.
Tariffs could reshape sourcing and localization: While imported products like books and some very large non-profit campaign mailers may become less price competitive, domestic PSPs could gain opportunities as on-shoring becomes more attractive.
Currency shifts and cost stacking pose additional risks: Tariff policy uncertainty is compounded by potential currency devaluation and cost increases across the full production chain—from equipment and finishing to substrates and delivery.

While the outcome of the current tariff negotiations remains uncertain, one thing is clear: Change is coming. PSPs and vendors that respond with agility, focus on value, and align more closely with their customers’ strategic objectives will be best positioned to thrive in this shifting landscape.

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