While there are numerous commendable efforts being made across pockets of the industry to try to bring in younger generations, the majority (79%) of respondents to a recent Printweek poll that asked ‘Does the industry promote itself enough to young people?’ answered, ‘no, we’ve got a long way to go yet’.

Of the remainder, 9% would like to do more but feel there are too many obstacles while just 6% of respondents feel the industry is doing everything it can to sell itself to young talent.

If there are not enough young people coming into the industry to replace the experienced professionals exiting and taking their skills with them as they retire then the skills gap will widen – creating a problem for the future.

Many of the traditional routes into print have been closed off over the years or become less popular. The previously routine succession planning practice of handing a family print business – and the knowledge that goes with it – down through the generations is a lesser occurrence with the recent trend of consolidation, or many printers now selling their business when they reach retirement age.

Another major issue is that training options in a traditional sense are now more limited. Specialist print colleges are practically a thing of the past; many either closed or, like The London College of Printing in the early noughties, reinvented themselves with an increased focus on digital and other communications.

This was, perhaps, inevitable with the growing prominence of digital technologies in our daily lives at the turn of the century.

In print, digital machinery and increased automation has reduced the need in some parts of the industry for as much hands-on training than was previously required.

A lot of training, particularly for many of the bigger new digital presses, is even now done using augmented reality, virtual reality and ‘mixed-reality’ techniques.

Israel-headquartered Frontline.io offers a SaaS platform that can create so-called ‘digital twins’ including devices, parts catalogues, system workflows, operational functions and troubleshooting procedures. Its technology is already in use by HP, Landa Digital Printing and Bobst.

Frontline.io says benefits of this new kind of training include the increased efficiency of remote troubleshooting and support calls, fewer engineers being dispatched to the system sites, and less incorrect or unnecessary parts being sent to customers.

This is exactly the kind of cutting-edge technology that will help to encourage tech-savvy young people to think about print as a career.

A lot of today’s traditional print training is also done online and US printing and graphic arts association Printing United Alliance offers over 20 industry courses via its iLearning+ platform that are available to users around the world.

Joe Marin, senior vice president, member services at Printing United Alliance, says: “There’s definitely a lack of skilled talent in the industry and so we wanted to put together a platform of e-learning courses and certifications to help grow the knowledge and skills of people coming into the industry, first of all.

“So if you have no foundation of printing knowledge, there are courses in that platform that are developed specifically for that audience.

“And then secondarily, there are courses and certifications for those that have been working in the industry who want to up their knowledge and basically futureproof themselves for the technological advancements that are happening right now.”

Marin says one of the industry’s biggest challenges in attracting young people is that it is everywhere, and therefore becomes invisible.

“I think that the first step is really getting students to understand that it’s not just ink on paper, but it’s ink on anything – textile, wood, canvas, metal; we could go on and on. Getting them to understand the scope of the industry, how massive it is, and the opportunities available in specific industry niches, is really the first step.”

While many of the traditional print training routes have closed, a few other opportunities have nevertheless emerged.

The Printing Charity supports the aspirations of young people already in the industry – or related sectors – with its annual Rising Star awards, which see winners issued grants of up to £1,500 each for training and development to help further their careers.

This year’s winners were drawn from more than 50 diverse job roles across print, paper, packaging, graphics and publishing.

Sheffield Hallam University, meanwhile, has started to offer a specialist packaging degree that aims to upskill the next generation of packaging professionals.

One of the central features of its Higher Degree Apprenticeship Packaging Professional BSc undergraduate course is a work-based learning approach, enabling students to combine academic study with practical work experience. Employers in England can utilise apprenticeship levies to fund the course.

Peter Macqueen, principal lecturer, apprenticeships, at Sheffield Hallam University, says the course is formatted in such a way that students can learn and engage without compromising their day-to-day roles, taking up only 44 academic study days at the university of the three-year course period.

Macqueen stresses that the need to find young talent is crucial as experienced printers, operatives, designers, and colour specialists naturally age out of the industry and retire.

“We can all feel it. From the smallest independent converters to the largest multinational packaging manufacturers, the UK packaging industry is holding on to a workforce timebomb.

“We can, and do, develop some of the most innovative packaging designs and manufacturing processes found anywhere in the world, and it’s something we should be incredibly proud of as a collective. However, we also need to have the next generation of packaging professionals in place to keep that momentum going and make the bright ideas a reality.”

Apprenticeships are a favoured route for helping young people into print, particularly in production-based roles where hands-on training and practical skills are essential. Through its raft of apprenticeship programmes, the BPIF has over 400 apprentices currently enrolled across nearly 200 employers.

But BPIF Training managing director Karly Lattimore (see also the opinion column on the previous page) says several obstacles do hinder the sector’s progress in attracting young talent.

“A perception of print as an outdated industry, competition from digital media, and a lack of awareness about career opportunities are significant barriers,” she says.

“In overcoming these challenges, we must leverage social media and digital platforms to reach younger audiences, collaborate with industry influencers, and highlight success stories of those thriving in print.”

Meanwhile, through its new national print research and advocacy project, ‘A New Narrative for Print’, the IPIA looked at whether print was being discussed at all as a STEM subject or a potential career path and found that, outside the industry, there is “almost zero conversation” going on about print.

“We are just not being discussed as a viable career path when it comes to commercial print and that’s simply because it’s not part of the curriculum anymore,” says IPIA general manager Brendan Perring.

With the research data the IPIA has collected, Perring says it has been able to ascertain who the “most influential people that drive perception of our sector and also drive perception in the media landscape” are.

It aims to now build a cohesive campaign to go out to these people, and one of the strains of that campaign will be about opportunities in print for young people.

Perring says the trade association hopes that getting a senior marketing executive or a social media influencer to talk about print and highlight its opportunities as a dynamic, creative, technologically advanced industry will help young people to start to see it as a viable career path.

One of the main ways printers can tangibly sell the benefits of the industry and their own businesses to young talent, says Perring, is to reach out to local primary schools, secondary schools and universities to invite students into their businesses, or to attend open days or careers events at these establishments.

Another way printers can help, he adds, is by engaging with customers – perhaps brands or marketing companies they work with – to see if they can help to raise the profile of print and what it can do for young people.

On The Creative Print Collab – a partnership with cosmetics retailer Lush and Foilco, and supported by GF Smith – Verwood, Dorset-based printer Dayfold offered Arts University Bournemouth graphic design students the opportunity to work with industry experts across an eight-week packaging design module, to create a wellbeing box for Lush to feature in its 2024 festival programme.

Collab members from Lush and Dayfold supported the students with weekly mentoring sessions, allowing them to present their ideas, ask questions and take on board feedback, following the creative brief from Lush. Project winners were awarded internships at Lush and Dayfold.

Dayfold managing director Del Simmons says the initiative was coined by the business.

“We had a meeting talking about the lack of skill and knowledge in the industry, not just from people running machines, but also from a creative point of view – people coming into the industry from a design aspect or from an agency or a marketing point and actually buying print.”

He says initiatives like these are important in training and educating the potential print buyers of the future.

“With students practising design, as an industry we need to build confidence in them to be able to buy print. It’s a very scary thing buying print, and if you don’t get the right advice and you don’t get the print right then it’s not going to do the job it’s intended to do and potentially it’s going to be a waste of money.

“Even worse, if the student or young designer hasn’t got the tools in the box and they pick the completely wrong thing for its intended audience, then it just won’t have the effect that it could have, and then people won’t buy print.”

Separately, Simmons has also been involved with a new action group aimed at getting more young people involved in the industry called Young People In Print (YPIP).

Founded by Stephen Austin & Sons’ Elizabeth Bowerman, Lucy Swanston of the Strategic Mailing Partnership, Paul Stead of ASL Group, Joanna Stephenson of PHD Marketing, Kelvin Bell of Vpress, and Simmons, the group came together to help bring print to the younger generation.

“It’s probably hitting it from the other angle, and that’s getting people out of schools or universities and giving them an opportunity to come and work as operators or get involved in the print industry at the manufacturing level,” explains Simmons, who adds the initiative has “gained traction really quickly”.

While the needs and wants of young people in work may be different to previous generations – flexibility, a better work-life balance and remote working options are often important, many basics remain the same – a competitive salary, benefits and incentives, opportunities for fast progression and the ability to make a positive difference in the workplace.

Print can offer all of the above and, on top of that, the industry offers creative and artistic opportunities, state-of-the art technology, and also has a compelling sustainability story to tell – key because working for an environmentally conscious employer and sector is increasingly a must for many young workers.

But it is up to the industry itself – printers, suppliers, buyers, trade associations and all the other stakeholders – to shout about what it has to offer talented young minds, because nobody else will do the shouting on print’s behalf.

OPINION

Attracting young talent is an increasing priority

Karly Lattimore, managing director, BPIF Training

As the print industry evolves, the need to attract and retain young talent becomes an increasing priority. BPIF Training has long championed this cause, offering a range of programmes and designed to support the workforce development of our industry. Yet still we hear over and over that there is an increasing skills gap and that attracting people into our vibrant industry remains a challenge.

We believe that apprenticeship programmes are an essential starting point. Apprenticeships offer hands-on experience, industry knowledge, and qualifications across a wide range of disciplines, from the technical operations like pre-press, machine printing and finishing, to focused fields such as signage, to more operational focused apprenticeships such as production and operations leadership and management. Partnering with other providers we aim to ensure full coverage of training opportunities for all roles within the industry.

But beyond apprenticeships, there are also wide-ranging continuous professional development opportunities across the industry; training courses, workshops and seminars that cater to all career stages, ensuring that the workforce remains current with technological advancements and industry trends.

However, all industry stakeholders must also play an active role in attracting new talent. Modernising our image to highlight the exciting, creative, and technologically advanced nature of print is key. Engaging with schools, colleges, careers fairs, and work placements can spark interest and awareness, not only among young people but those who are advising young people on their career choices.

Creating a supportive and inclusive workplace culture is equally important.

At BPIF Training we remain committed in our mission to attract, support and develop talent in the industry.

BPIF Training can help; get in touch with us at training@bpif.org.uk to discuss how we can work together to attract and retain the next generation.

READER REACTION

Does print do enough to attract young talent?

Jon Bray, education director, Learn2Print

“No is the simple answer. It is a constant battle for us as training providers trying to recruit for the industry. As the fifth largest manufacturing process in the world, you would think it would be promoted in schools more. I think we need to set up a body which will take on this responsibility with a dedicated team, with the sole purpose of raising awareness across schools. In my opinion, all vocational education sectors should be able to tap into unused apprentice levy funds to finance it.”

Isabel Shanahan, project coordinator/Mac operator, ImageCo

“Prior to starting my role, I hadn’t heard of the print industry whatsoever. Despite attending countless careers fairs and completing hours of research regarding creative industries, there was no information readily available. This tells me that although we have incredible opportunities to offer, we’re not sharing them with the young. In my opinion we should be going into schools, colleges and universities to share job opportunities and really show off everything we do in print.” 

Lance Hill, CEO, Eight Group

“The industry talks a good game, but I’ve no idea whether the numbers stack up: how many young people are recruited into the industry per annum, how many apprenticeships or trainees? A big issue is perception; to the uneducated print is seen as old technology bad for the environment, but the opposite is true and it is now very much a technology-led sector. Drupa was a great example of that. We need to get that message into schools and universities to attract that young talent we all want.”