Why We’re Proud to Work with the IPIA

In a world of disappearing ads, endless scrolling, and digital noise, trust has become the rarest currency in marketing. Brands fight for attention across dozens of channels, but attention alone doesn’t build loyalty. Trust does.

That’s why we’re proud to be associated with the Independent Print Industries Association (IPIA), an organisation championing the value of print in a modern, multi-channel world.

Their latest research, A New Narrative for Print, shows something powerful: consumers still trust print more than digital-only media. In fact, print achieved a staggering 99.1% net positive sentiment for trust, with 73% saying they trust print more than digital content.

“Focussed on the UK market, the research set out to define the perception and role of print in today’s media landscape. Its findings were remarkable – uncovering a staggering 99.1% net positive sentiment towards trust in print from consumers. When comparing trust in print versus digital content, print also emerged as the clear winner, boasting a 73% positive net sentiment”.

Taken from “When Authenticity Matters – The Trust Factor of Print”- IPIA IPIA - A New Narrative for Print research – conducted by global communications consultancy Madano (madano.com)

Print Feels Real in a Digital World

So what makes print so special? Digital content is easy to create, edit, delete and forget. Print is different.

A brochure, a direct mail piece, a catalogue, or a poster has weight, texture and permanence. You don’t swipe past it. You hold it, flip it, leave it on the table, and come back to it later.

The IPIA research highlights that when people interact with print, they don’t just see a message, they feel it, engage with it, and remember it. That physical presence builds credibility in a way pixels alone struggle to replicate.

In short: print lingers, while digital often vanishes.

Trust Is Built Through Effort and Craft

One of the most interesting findings from the IPIA’s work is why people trust print more.

Consumers associate print with:

• Commitment – time, design and production signal seriousness.
• Emotional connection – tangible materials create deeper engagement.
• Better recall – people remember printed messages longer.
• Authenticity – print feels final, deliberate and trustworthy.

Even younger audiences are leaning back into print, with 82% of Millennials saying they trust print marketing more than digital-only channels.

That surprises a lot of people. It shouldn’t.

In a sea of pop-ups and sponsored posts, something thoughtfully printed stands apart.

Print + Digital = Stronger Together

At the IPIA, print isn’t positioned as “instead of” digital, but alongside it. And we agree. Print becomes even more powerful when it connects to digital journeys:

• A brochure with a QR code.
• A personalised mailer linking to a landing page.
• A catalogue that drives customers online.
• A flyer that becomes the start of a relationship, not the end of one.

Print pulls digital into the physical world, where trust is built first, and clicks follow naturally.

Personalisation Makes Print Human

Another standout insight from the IPIA research is the impact of personalised print.

When a customer sees their name, relevant products, or tailored messaging, print stops being marketing and starts feeling like a conversation.

Personalised print:

• Makes people feel seen and valued.
• Strengthens loyalty.
• Increases emotional investment.
• Delivers higher long-term impact.

In a crowded market, that emotional layer is often the difference between being noticed and being remembered.

Why Our Association with IPIA Matters

Being associated with the IPIA means we’re aligned with a bigger mission:
to protect, evolve and champion print as a trusted, effective marketing channel. It’s not about nostalgia, it’s about performance, credibility and connection.

As digital fatigue rises and competition for attention intensifies, print continues to offer something rare: authentic engagement in a distracted world.

And that’s exactly what modern brands need.

“Trust is hard to earn and easy to lose. Print helps brands earn it, page by page. Through our work with the IPIA, and through every piece we produce, we believe in combining craftsmanship, technology and creativity to help businesses communicate with confidence. If you’re ready to make your marketing more tangible, more memorable and more trusted, print is still one of the strongest places to start.” Anthony Rowell, Sales & Customer Success Director & Sustainability Lead