Power of Print 2024 Seminar Highlights Print’s Power in Marketing

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Nestled in the heart of London, under the shadow of St. Paul’s Cathedral, Stationers’ Hall provided a historic backdrop for this year’s Power of Print seminar. Organized by the print and paper advocacy group Two Sides alongside the British Printing Industries Federation (BPIF), the 14th annual seminar brought together industry leaders, innovators, and advocates to explore the vital role print plays in today’s hybrid media landscape. Attendees were greeted with the same warm hospitality that has come to characterize this event, from ample networking opportunities to a thoughtfully curated lineup of speakers.

This year’s themes of sustainability, creativity, and innovation echoed throughout the day. After an optimistic print industry update from Charles Jarrold of BPIF, the morning sessions kicked off with an exploration of creativity and branding, underscoring print’s unique ability to engage audiences on a deeper, tactile level—a capability that digital often lacks. In the afternoon, the spotlight shifted toward sustainability. With climate change and the shift to digital consumption at the forefront, there were good discussions on the potential for the print industry (and, particularly, paper-based packaging) to drive sustainable solutions. Here is a selection of some of the topics presented on the day.

A Carnival of Creativity

One of the most engaging talks of the day, “The Power to Move”, came from Canon’s Matthew Faulkner. Faulkner unveiled key findings from the company’s latest research, which included insights from four Futurists focusing on how consumer values are evolving. According to one Futurist, younger consumers are increasingly drawn to brands that align with their personal values and identities, presenting a major opportunity for print to communicate these messages powerfully. With themes of identity, social fragmentation, and the paradox of overconsumption, Canon’s research urged brands to use print to highlight their values authentically and connect more personally with their audiences. The concept of “monetizing hidden value” stood out—print offers brands a way to capture attention in physical spaces—particularly at points of sale, where sensory experiences can make a lasting impression.

In a highly entertaining presentation, “Creatives.Love.Print”, Justin Cairns from Ogilvy UK emphasized that print remains a key component in creating memorable, high-impact campaigns. He drew on several case studies of how Ogilvy has used print to captivate audiences. A particularly memorable campaign was run by UK relationship charity Relate, who used condom packets disguised as gardening seed packets (linking two “favoured” activities of those over 65 years old) to raise awareness about rising STIs among seniors, sparking chuckles from the audience. The campaign attracted significant media attention as well as raising awareness among the target group, underscoring print’s power to engage audiences in unexpected ways.

According to Cairns, creativity in print is only growing and when married with the need to incorporate carbon emission metrics in as part of campaign submissions for industry awards; this all bodes well with the print industry. Brands must talk with print service providers, who (Cairns emphasised) are the great enablers of creativity.

The Data-Driven Future of Marketing

Rachel Aldighieri from the Data & Marketing Association (DMA) shared findings from two new reports: “The Value of Measurement” and “The Value of Creativity”. She highlighted a current crisis in consumer loyalty and in performance marketing, stressing the important role creativity plays as a core differentiator for brands. Aldighieri noted that creativity isn’t just about big ideas, but includes emotional resonance, recognizability, and sensory engagement. She advocated for a return to basics: Championing creativity through education and curriculum, using creativity to build genuine connections with audiences, and demonstrating print’s ability to drive meaningful results.

Sustainability

In the afternoon, sustainability took center stage—beginning with Neil Osment of NOA’s talk on paper-based packaging and what lies ahead. Osment, who stepped in for a late speaker change, offered valuable insights into the state of the paper packaging industry, explaining that the demand for sustainable packaging solutions (particularly in folding carton) is only set to increase. With legislation like the European Packaging and Packaging Waste Regulation (PPWR) coming into force, the industry needs to adapt to the challenges. Osment also noted the importance of a growing group of consumers called “Papertarians”: Young, environmentally-conscious individuals who seek out sustainable packaging options are further driving demand for paper-based alternatives.

James Pryor from Touch followed with his soothsayer hat on to talk about a vision for the future of packaging—foreseeing a world where packaging plays an active role in the circular economy. He highlighted “green” innovations like Asahi’s carbon vending machines in Japan and plastic-to-fertilizer technology, showing how the print industry can align itself with global sustainability goals. Pryor’s look ahead to 2050 painted a picture of a world where nearly every facet of life is impacted by automation and connectivity.

Keypoint Intelligence Opinion

The 2024 Power of Print seminar underscored the resilience and adaptability of the print industry. From creativity to sustainability, the day’s presentations highlighted print’s unique power to forge authentic connections with audiences and meet the challenges of an increasingly digital and environmentally conscious world. As attendees left the historic Stationers’ Hall, the mood was one of optimism, grounded in the belief that print (far from being a relic of the past) continues to be a dynamic and indispensable part of the media landscape.

I will await next year’s invitation…printed on 300gsm card using eco-friendly inks and posted in a handwritten envelope, of course!

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