Sign Africa celebrates Women’s Month by interviewing some of the female trailblazers who are making strides in the industry. They give their take on major industry trends, as well as advice to young women starting their careers in the print industry.
What trends do you predict for the future of the print industry in relation to digital media?
Jean Lloyd, Global Principal Analyst – Digital Labels and Packaging at Keypoint Intelligence, said that the future of the print industry is closely tied to the integration of digital media, creating a hybrid landscape where both mediums complement each other.
‘One significant trend is the increasing use of personalised print, driven by data from digital platforms. Variable Data Printing is far from new in digital printing, but it was never the success we expected; it appears the world is ready for it now. As consumers demand more personalised experiences, print will adapt by leveraging digital insights to deliver customised content in packaging, marketing materials, and other printed communications,’ said Lloyd.
Another trend is the rise of interactive print, where traditional print media incorporates digital elements like QR codes, NFC, and augmented reality (AR). ‘These technologies allow print to bridge the physical and digital worlds, providing consumers with a more engaging and immersive experience. Sustainability will also play a crucial role, with the print industry embracing eco-friendly materials and processes driven by consumer demand and regulatory changes,’ added Lloyd.
How are you preparing for these future trends, and what advice would you give to others in the industry?
Lloyd said that preparing for these trends requires a proactive approach to innovation and a willingness to embrace change. ‘At the Women in Print Cape Town event, it was clear that staying ahead means continuously investing in new technologies and expanding skill sets to include both print and digital expertise. For instance, we’re focusing on integrating digital data analytics with print production to offer more personalised and effective print solutions.’
Lloyd’s advice to others in the industry is to stay curious and open to learning. ‘Don’t see digital media as a threat but as an opportunity to enhance what print can offer. Build partnerships across digital and print sectors to create more robust and versatile communication strategies. Also, prioritise sustainability in your operations, as this will meet consumer expectations and future-proof your business in an increasingly eco-conscious market,’ said Lloyd.
What are the biggest challenges you face in bridging the gap between print and digital media?
Kitty Mhlongo, Marketing Manager at Kemtek, said the biggest challenge is not just technological, it’s psychological. ‘There’s often a mindset that print is ‘old school’ and digital is the future, but the truth is, they’re two sides of the same coin. Getting stakeholders to see the value in an integrated approach can be tough.’
Additionally, tracking ROI can be a challenge. ‘Digital offers instant analytics, while print’s impact is often delayed. We overcome this by making use of tools such as QR codes to drive traffic from print to digital, allowing us to track customer behaviour across two very different mediums. It’s still a challenge to align expectations and prove that print isn’t just a compliment, it’s a crucial part of the marketing mix,’ added Mhlongo.
What advice would you give to young women entering the print industry today?
Lloyd said that women should embrace the intersection of print and digital media. ‘The industry is evolving, and those navigating both worlds will be the most successful.’
‘Don’t be afraid to bring fresh perspectives and new ideas to the table; the industry needs innovative thinkers who can help reshape its future,’ she added.
Lloyd said that networking is also crucial and that you should attend industry events like Women in Print to connect with mentors and peers who will support your journey. ‘The industry is welcoming, and there are numerous opportunities for growth and leadership.’
Lastly, Lloyd advised women to be resilient and confident in their abilities. ‘The print industry, like many others, can be challenging, but it is also incredibly rewarding. Your contributions are valuable, and your voice is needed to help drive the industry forward. Believe in your potential and proactively seek opportunities that align with your career goals. This industry has been a blessing for my family and me. I have lived and worked in many countries, and my girls have had an international education. I am so passionate about the industry and what it can offer.’
How important is sustainability to your customers, and how do you communicate your efforts in this area?
Ilisna O’Reilly, Sales Manager at NUtec Digital Ink, said that retailers in the industry are becoming more conscientious in terms of how products their suppliers procure are manufactured, whether it’s digitally printed fabrics for clothing or in-store printed substrates used for display.
‘NUtec as a manufacturer is constantly looking at ways to reduce the environmental impact by selecting raw materials that are more environmentally responsible, raw materials that have lower VOC (volatile organic compounds) emissions and ozone depleting substances. Receiving world-class awards on selected products, for example UL GREENGUARD Gold Certification for applications with low VOC’S, as well as OEKO-TEX passport certified inks that have been tested for harmful substances, means we are setting the benchmark for textile safety,’ she said.
‘Our dedicated regulatory department monitors all international regulations to ensure our products adhere to these international standards. NUtec also recently installed a photovoltaic solar energy system that will generate 400MWh of clean energy annually, resulting in our carbon emissions being 600 tons less per year,’ added O’Reilly.
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