2 minute read
The Changing Consumer
Digital Print: The Solution for a Changing Consumer
Times are changing! With more choice and access to education than ever before, today’s consumers are not only savvy, but also particular.
Today’s consumer
The shifting landscape is led by the powerful millennial generation (those born between 1981 and 1996), a group that has managed to disrupt traditional market trends with its preferences. They know what they want, and more importantly, they know what they don’t want in the products and brands they embrace. This commanding demographic has several key traits that distinguish it from its counterparts:
Environmentally conscious - They value brands and products that are sustainable, natural, and earth friendly. 75% of Millennials & Gen Z only engage with brands that protect earth.
Social media savvy - Millennials grew up in a socially connected world. They are well-versed in sharing their preferences and experiences with others in their network.
Seek experiences - They thrive on experiences and enjoy sharing these with their friends and loved ones. Uniqueness is king - Individuality and differentiation are important, not only in themselves, but in the products they use. Personalization is a big plus to this generation.
Brand agnostic - For the aforementioned reasons, brand is less important to this generation than substance. They will rally behind brands and products that fit their lifestyle and preferences, often disregarding history or reputation.
In times of change
While the COVID-19 pandemic will come to an end, it has changed consumer habits and preferences for the long term. We have seen an increased need for agile supply chains, fast time-to-market and a versatile digital press. In 2020, the digital print platform has been a benchmark of adaptability while the industry moves quickly to cope with new demand. Its core benefits make it an ideal and versatile solution for today’s dynamic consumer set.
Rachel Tzirin, Global Sales Director Digital Print at MCC
Digital printing offers:
Immediacy
• An immediate action in a crisis • An immediate response to any demand • An immediate supply when priorities change
With digital print, you don’t have to be dependent on product life cycles. Print what you want, when you need it.
Time to market speed is everything. Without the tooling, setup and production times needed for alternative printing methods, digital print jobs can be turned around extremely quickly, often reducing lead times from weeks to days.
Focus
• A product launch supported by tests and versions • A focused support to any kind of cause • An effective supply for a product end of life
Value
• A customized product matching marketing demand • A unique product for each consumer • A value added personalized product
