In 2018, I wrote about a new generation of print buyers with different customer expectations than the previous generation. They value the customer experience—which includes how a company communicates and engages—more than pricing and features.

This still holds true three years later, but it has also been greatly accelerated by the forces of the pandemic. Mass digitalization and adoption of an online shopping mindset have resulted in fewer communications channels between brand and buyer. It’s no wonder that millennials—today’s buyers—prefer print over digital. Jockeying for buyer attention has led to digital fatigue. The ability to communicate and engage with customers throughout their buying journey has become more critical in order for brands to deliver effective, valuable customer experiences.

Over this past year, three trends stood out that illustrate a shift from the traditional “print is a commodity” mindset to print as a high-value communications channel. Embracing this mindset , PSPs are altering their go-to-market strategies, adding value beyond print, and delivering better customer experiences.