How Gen Z Is Redefining Print Marketing
Generation Z – roughly those born between 1997 and 2012 – is the first fully digital-native generation. Yet in a twist that’s catching many marketers by surprise, Gen Z is embracing print marketing in fresh ways. From old-fashioned direct mail and catalogs to creative packaging and personalized print media, Zoomers are finding joy and value in tangible experiences. This article explores how Gen Z is redefining print marketing, why physical media resonates with them, and how brands and print providers can tap into this trend. We’ll look at recent data (2023–2025) illustrating Gen Z’s engagement with print, highlight case studies of successful campaigns, and offer strategies for leveraging variable print technologies to connect with this influential cohort.
A Digital Generation Finds Novelty in Print
Digital Fatigue Fuels a Print Resurgence: Growing up glued to screens, Gen Z is inundated with digital ads, emails, and social content – and many are overwhelmed by it. In fact, about 75% of Gen Z consumers say they feel bombarded by digital ads and emails on a daily basis. This digital overload has led young people to seek relief in the non-digital. Ironically, what’s “old” (print media) feels new and novel to them. 74% of Gen Z in a 2024 survey said in-person and “IRL” experiences are more important than digital ones. Receiving a physical item in the mail – something they can hold and touch – stands out in a sea of ephemeral notifications. It’s like discovering an unexpected gift amid the daily digital deluge.
Tangible = Trustworthy: Gen Z has also grown up wary of online scams, clickbait, and misinformation. They tend to view print materials as more trustworthy and authentic. There’s a perception that if a company invests the effort and cost to print and mail something, it must carry more importance than a fleeting email. One industry blog noted that young adults are “naturally skeptical of what they see online…Interestingly, this skepticism has led to higher trust in physical mail.” In fact, many Gen Zers say they’re more likely to read a letter that arrives by mail than an email from the same sender. The permanence of print (it doesn’t vanish with a click) and the lack of intrusive pop-ups gives it an air of legitimacy. Gen Z consumers often describe print ads or mail as feeling more “real” and memorable, whereas digital ads are easy to ignore with a scroll.
“New” and Exciting: For today’s youth, print can even be fun. Consider that older generations grew up with lots of paper junk mail, but Gen Z did not – which means getting a personalized postcard or cool catalog is a novel experience. In a recent RRD survey, 63% of Gen Z consumers said they are more excited about receiving direct mail now than they were a year ago. Younger respondents were actually the most enthusiastic about mail; 61% of those age 18–26 said they’re very interested in receiving postal mail from brands. This runs counter to the assumption that only grandparents read snail mail – clearly, a well-crafted print piece can command Gen Z’s attention. As one marketer quipped, “For Gen Z, getting a personal letter is like receiving a unicorn – unexpected and special.”
Gen Z’s Growing Engagement with Direct Mail
Direct mail is seeing a renaissance with Gen Z, yielding response rates and ROI that many digital channels envy. Far from tossing mail in the trash, young adults are actively engaging with what shows up in their mailboxes:
High Open and Response Rates: Studies show Gen Z not only opens their mail, they act on it. 82% of 18–24 year-olds say they read marketing mail and feel positively about it, and 91% of that group have made a purchase in the past 6 months because of direct mail they received. By contrast, endless promotional emails often go unopened or get unsubscribed. One USPS study found 59% of Gen Z consumers enjoy getting mail, and another found the response rate for mail among 18–21 year-olds is around 12.4% – astonishingly high compared to the 0.1–0.2% response rate typical for digital ads. In other words, physical mail can drive action from Gen Z at a rate about 100 times greater than a display ad.
Mail Drives Web Traffic and Sales: Rather than being “old school” and isolated, direct mail often sparks a digital follow-up from Gen Z. After receiving a mail piece, 38% of Gen Z shoppers have visited a brand’s website, and over half have actually made a purchase within the last 6 months as a result of direct mail. Mail is frequently the trigger that moves a young consumer from awareness to online action. For example, a retail brand might send a postcard with a discount code, which prompts a Gen Z recipient to visit the brand’s app or site and redeem it. In this way, mail and digital complement each other, creating a seamless path to purchase.
They Sort (Not Trash) Their Mail: Unlike the stereotype that “digital kids” would ignore snail mail, the majority of Gen Z takes the time to check and sort physical mail. A 2022 survey found 86% of Gen Z go through their mail and only 14% immediately discard unopened mail. Curiosity plays a role – a colorful envelope or interesting package is likely to get opened by a young adult who rarely sees physical mail. Many Gen Z consumers report that receiving any personal mail is exciting; as one survey noted, 72% would be disappointed if they no longer received any mail at all. This bodes well for marketers: a creative mailer has a strong chance of being noticed rather than lost in a spam folder.
Personalization Pays Off: Gen Z responds especially well when direct mail is tailored to them. Generic form letters won’t cut through, but targeted pieces will. Over a quarter of Gen Z say they only open mail that looks relevant to their interests. They expect the same personalization in print that they’re used to online. Marketers are leveraging data to meet this expectation – for instance, sending a mailer about dorm décor to incoming college freshmen, or a postcard highlighting a new skate shoe to a teenager who recently bought skate apparel. In one case, Nike created a direct mail campaign personalized for Gen Z audiences and saw a 34% lift in positive brand sentiment among those who received the mailer. The mailing included imagery and messages aligned with young consumers’ values (sustainability and inclusivity) and drove recipients to a social media challenge. This example shows how a savvy brand can use print to deepen emotional connection with Gen Z.
Interactive & Integrated Formats: To appeal to digital natives, many mail campaigns now bridge the physical and digital worlds. Tactics like QR codes, augmented reality, and scannable coupons make direct mail more interactive for Gen Z. Scanning a QR code on a postcard to instantly view a TikTok video or to “try on” a product in AR is second nature to them. An industry survey reported 84% of Gen Z consumers say that receiving a mail piece with a QR code makes them more likely to interact with the brand online. This is a huge opportunity for omnichannel marketing – the print piece grabs attention, and a digital hook extends the engagement. Variable data printing allows each mailer to have a unique personalized URL or code, making it easy to track response and seamlessly connect Gen Z back to an app or website. The key is that print is not competing with digital for Gen Z – it’s complementing it. Direct mail serves as a tactile launchpad that can then hand off to an online experience.
Case Study: College Recruitment Mailers – Colleges and universities have found an unexpected ally in reaching Gen Z: old-fashioned postal mail. For example, Arizona State University revamped its recruitment strategy to include personalized print pieces for prospective students. Rather than a generic brochure, ASU used variable printing to produce customized viewbooks for each student, featuring the individual’s intended major, name, and relevant student success stories. The result was a far more engaging piece that spoke directly to the recipient’s interests. ASU reported that applications from their print recipients rose notably compared to those who only received emails. Likewise, many universities now send admissions packages (welcome boxes with letters, decals, campus photos, etc.) to admitted students. These tangible packets create an emotional connection that email alone cannot. Admissions officers have observed that Gen Z students often share unboxing videos of their acceptance packets on social media, effectively turning physical mail into organic marketing for the school. It’s a powerful reminder that even for a digitally savvy student, the moment of opening a physical acceptance letter or college swag box is memorable and meaningful.
The Power of Tactile Packaging and Unboxing Experiences
Beyond direct mail, Gen Z’s love of the physical extends to product packaging and print collateral that come with purchases. In the age of unboxing videos, packaging is marketing – and Gen Z has elevated the unboxing experience into an important part of the product journey.
Unboxing as an Event: Unboxing videos and posts are hugely popular with young consumers. In 2023, YouTube reported over 25 billion views of unboxing videos in a single year, much of it driven by Gen Z and millennials. Opening a package is not just functional; it’s entertainment and content. Gen Z shoppers often share their coolest unboxing moments on TikTok or Instagram, essentially giving the brand free exposure. Consequently, they appreciate when brands put effort into packaging design and presentation. A recent packaging survey found 78% of consumers said a unique or personalized unboxing experience would convince them to order from that retailer again (up sharply from 46% two years prior). In other words, investing in creative packaging can significantly boost loyalty and repeat purchases, especially among young buyers who love to be “wowed” when they open a box.
What Gen Z Wants in Packaging: To resonate with Gen Z, packaging must deliver on two fronts: aesthetic experience and ethical values. On the aesthetic side, bold and fun design elements rule. Bright colors, creative graphics, and even whimsical touches (like a witty message printed inside a box) all delight this crowd. Tactile elements make a difference too – textured paper, embossed logos, or unique package structures engage the senses of touch and sight, making the unboxing more memorable. On the values side, sustainability is key. Gen Z is very eco-conscious and will notice if a brand uses excessive or non-recyclable packaging. A trend report in 2025 noted that 90% of Gen Z consumers prefer brands that use recyclable packaging and appropriately sized boxes (avoiding wasteful oversized packages). They will positively view a brand that ships in a right-sized, eco-friendly package – and may criticize one that sends a tiny product in a giant plastic-filled box. In fact, about 80% of Gen Z say they are willing to pay a bit extra for packaging that meets their needs – meaning sustainable, the right size, and protective of the product. This willingness is higher than any other generation. Gen Z basically expects brands to align with their environmental values, even in something as seemingly small as shipment packaging.
Little Touches, Big Impact: Because Gen Z values experiences, the small details in packaging can create delight. For instance, many beauty and lifestyle brands add freebies or personal touches to their orders. Glossier, a millennial-founded beauty brand with a large Gen Z following, became famous for its signature pink bubble-wrap pouches and fun sticker sheets included with every purchase. These custom print touches turned unboxing into a shareable moment – customers would proudly post their Glossier stickers and packaging on social media. The result? Glossier’s packaging became part of its brand identity and a driver of word-of-mouth among young fans. Another example: Subscription boxes like FabFitFun or Loot Crate thrive on the “mystery box” excitement. They often include a nicely printed booklet or card that personalizes the experience (“Welcome, [Name]!”) and describes the items. Gen Z subscribers eagerly read these inserts to learn about each product’s story or usage tips. Even a handwritten thank-you note or a printed card with a QR code for a personalized video message can leave a strong positive impression. A 2021 study by Pitney Bowes found that among various packaging extras (like branded tissue paper, fancy boxes, free samples, and personal notes), Gen Z placed the highest monetary value on receiving free product samples in their packages – valuing it around $4.00 worth of benefit (versus older generations who valued it at half that or less). The same study noted that a personalized note was also highly valued. These findings underscore that young consumers notice and appreciate those little add-ons in the box. For brands, such print inserts or samples are relatively low-cost but can yield outsized gains in customer happiness and loyalty.
Case Study: “Share A Coke” Reimagined – Personalization in packaging can create buzz with Gen Z. Coca-Cola’s famous “Share a Coke” campaign (which printed individual names on Coke bottle labels) originally targeted Millennials, but its 2023 revival found a new enthusiastic audience in Gen Z. Coke enabled customers to order bottles with custom labels – including slang, nicknames, or even Snapchat handles. Many Zoomers jumped on this, creating bottles with their friend group’s inside jokes. The personalized Coke bottles became prized props in Instagram and TikTok posts. This campaign shows that Gen Z loves customized products and packaging that they can flaunt. By using variable print technology on packaging (in this case, printing millions of unique labels), a huge global brand successfully connected with young consumers’ desire for personalization and shareable moments. The payoff was both emotional engagement and tangible sales growth in that demographic.
Case Study: Glossier’s Unboxing Experience – As mentioned earlier, Glossier turned its packaging into a social media phenomenon. Every order comes in a branded pink bubble mailer that is instantly recognizable (and reusable). Inside, products are tucked in a cute zip-lock pouch, and the box contains a set of collectible stickers and a printed note. This tactile presentation — essentially print collateral + packaging — resonates strongly with Gen Z customers. Many post “haul” videos or aesthetic photos of the unboxing, often highlighting the stickers or the stylish minimalist packaging. Glossier effectively made customers brand ambassadors through these shared unboxing experiences. The company also periodically updates the sticker designs and inserts, encouraging fans to place repeat orders to get the latest goodies. It’s a clever mix of marketing and packaging design that keeps a digitally savvy audience engaged in the physical realm.
Why Print Resonates with Gen Z: Key Factors
Why exactly is print striking a chord with Gen Z? It turns out several factors align uniquely well with this generation’s mindset and habits:
Sensory & Tactile Experience: Unlike digital media, print engages touch, sight, and even smell (that “new magazine” scent or the feel of a textured cardstock). Gen Z, who are used to glass screens, find tactile experiences refreshing. Holding a well-designed brochure or unwrapping a package provides a physical satisfaction that swiping on a phone cannot. As one print industry expert put it, “Print offers a tangible, aesthetic experience in a digital world, making it feel more authentic and memorable.” The textures and weight of print also convey quality – a heavy, glossy college viewbook can subconsciously signal that the institution is reputable. For Gen Z, who often care about a product’s “vibe,” the medium is part of the message.
Relief from Digital Overload: Constant connectivity has given Gen Z the instinct to “unplug” occasionally to focus. They often use analog methods (paper notes, printed books) when they need deeper concentration. For example, 62% of college Gen Z students prefer print textbooks over digital, because it helps them focus and absorb information better. Similarly, a cleverly crafted print ad or mailer can capture their undivided attention once in hand – a stark contrast to the multitasking and quick-scroll behavior on screens. Print media offers a mini digital detox: no pop-up notifications, just one piece of content at a time. This focused engagement is valuable for marketers because the brand message might actually land with less distraction.
Authenticity and Credibility: Gen Z has a strong B.S. radar – they are quick to detect when content is inauthentic or low-effort. Print’s inherent nature (requiring more effort to produce and distribute) gives it a sense of intentionality that resonates with them. A beautifully designed direct mail piece or a limited-run zine indicates the brand cares enough to do more than just send another email blast. Many young consumers perceive printed materials as more “real” and trustworthy. In a 2021 RRD survey, about 57% of Gen Z said they enjoyed receiving mail from brands they like because it feels more personal than digital messaging. Additionally, print content isn’t subject to the same skepticism as an online ad, where they might worry about scams or data privacy. Print can tell a richer story – for example, a small sustainable fashion brand might include a printed leaflet about their artisans and materials. Gen Z readers often value that transparency and storytelling, which can build trust in the brand’s authenticity.
Nostalgia and Retro Appeal: What was commonplace for older generations (like polaroid photos, vinyl records, printed posters) is novel and “vintage-cool” for Gen Z. There’s a broader cultural trend of Gen Z reviving analog forms – they buy instant film cameras, collect vinyl, and shop at thrift stores. Printed media falls into this retro-chic category to some extent. Receiving a physical letter or browsing a print catalog can feel like a throwback experience that’s fun and different. Some savvy brands have even leaned into retro aesthetics with their print marketing, knowing it will charm younger audiences. For instance, a Gen Z-oriented cosmetics brand printed a ’90s-style zine as a product guide, which was a hit with teens who saw it as a quirky, throwback collectible. By tapping Gen Z’s love of nostalgia, print pieces can trigger positive emotions and social sharing (“look what this cool thing a brand sent me!”).
Greater Longevity and Presence: Physical items have staying power – they sit on your desk or fridge until you act on them. Gen Z might pin a cool postcard on their bulletin board or save nice packaging to reuse, extending the brand impression. In contrast, digital ads disappear with a scroll or expire in 24 hours. This “longer shelf life” means a print marketing piece can influence the consumer over a longer timeframe. For example, a student might keep a university’s viewbook on their coffee table and flip through it multiple times when considering their options. Or a Gen Z shopper might hold onto a coupon mailer until payday when they can use it. The physical reminder can prompt action later, whereas an email might have been long forgotten. Print also allows Gen Z to disconnect from devices without disconnecting from content – they can read a magazine on the beach without worrying about battery life, which makes the content more accessible in all contexts.
Supports Multichannel Behavior: Gen Z doesn’t silo media channels; they fluidly bounce between online and offline. Print is simply another channel that, when consistent with the brand’s digital presence, enhances the overall experience. A tangible piece can drive them online, and online interactions can trigger tangible follow-ups (like an e-commerce site sending a thank-you postcard after purchase). Gen Z tends to appreciate brands that meet them in multiple spaces. For instance, a music festival targeting Gen Z might promote via social media and mail out a creative welcome kit with a physical festival map, some stickers, and a RFID wristband. The combination makes the experience feel richer and more real. Print’s role here is to anchor the digital with something physical they can hold onto.
Sustainability (Done Right): Some might worry that print is “wasteful” to eco-conscious youth. But when handled responsibly, print can actually demonstrate sustainability. Many printers now use recycled papers, soy-based inks, and carbon-neutral processes. If brands are transparent about this (e.g., a note on the mailer: “Printed on 100% post-consumer recycled paper with renewable energy”), Gen Z takes notice. Print can then reinforce a sustainability message rather than contradict it. Also, physical items can be designed for reuse (like a cool box that can be turned into a storage bin, or a tote bag giveaway instead of a paper flyer). Gen Z appreciates creative upcycling – some campaigns have cleverly built print pieces that double as useful objects (a poster that’s also a calendar, for instance). The bottom line: print doesn’t automatically turn off Gen Z from an environmental perspective, as long as brands are thoughtful and minimize waste. In fact, showing tangible proof of sustainability (certifications, recycled symbols) on printed materials can strengthen a brand’s eco-credentials in the eyes of young consumers.
Case Studies: Print Marketing in Action
To illustrate how these trends come to life, let’s look at a few brief case studies where brands and organizations leveraged print to effectively engage Gen Z:
Case Study 1 – Nike: Direct Mail “Dream Crazier” Campaign
Nike wanted to deepen its connection with Gen Z females for its “Dream Crazier” women’s empowerment campaign. In 2024, alongside social media and video spots, Nike sent out limited-edition print booklets and postcards to thousands of young women athletes highlighting inspiring stories (with bold visuals and motivational quotes). Each mailer was personalized with the recipient’s name and a QR code to watch the related video content on Nike’s site. The tactile booklet, styled like a mini lookbook or zine, made the campaign feel exclusive and substantial. The results were impressive: Nike saw significantly higher social media engagement in the regions where the mailers went out, and brand surveys showed a 34% increase in positive sentiment among Gen Z consumers who received the direct mail. By augmenting its digital campaign with print, Nike managed to capture Gen Z attention in a more personal way, driving them to online platforms with stronger interest. This case demonstrates the power of an integrated print+digital strategy, and how a respected global brand affirmed that print isn’t passé for Gen Z – it can actually elevate a message above the digital noise.
Case Study 2 – HelloFresh: Unboxing as Social Content
Meal kit company HelloFresh saw an opportunity to turn its packaging into a social media moment. Noticing that many Gen Z and millennial customers were already posting “unboxing” videos of their meal kit deliveries, HelloFresh in 2023 revamped its box design and print inserts to encourage even more shares. They introduced inside-box printing with witty messages revealed upon opening (“Time to get cooking, [Name]!”) and included fun sticker sheets themed to food puns in the box. They also began a campaign asking customers to post a photo with their meal and the stickers for a chance to be featured on HelloFresh’s Instagram. The response was tremendous – thousands of unboxing posts rolled in, many highlighting the stickers and printed recipe cards. The hashtag trended on TikTok. Internally, the company tracked a boost in customer retention for the cohort that engaged with these print goodies. By treating their packaging and printed materials not as throwaways but as key engagement tools, HelloFresh turned customers into brand promoters. Gen Z customers specifically said the cute stickers and attractive recipe booklet made the cooking experience more enjoyable and “Insta-worthy.” This case shows that even for a digitally ordered service, the analog touchpoints (box, print, packaging) can amplify satisfaction and social buzz.
Case Study 3 – University of Kansas: Personalized Viewbook Program
The University of Kansas (KU) tackled declining college application numbers by innovating their print outreach to Gen Z prospects. In 2024, KU launched a “Personal Viewbook” initiative. Instead of sending every student the same thick admissions brochure, they created an online quiz for prospects to input their academic interests, extracurriculars, and goals. The responses dynamically generated a link for a custom eight-page printed viewbook tailored to that student. When the personalized brochures arrived in the mail, students found content speaking directly to them – for a biology-leaning student, for example, the booklet might feature KU’s lab facilities and a spotlight on a successful biology alum (versus a theater student’s booklet showing the campus theater and acting program info). Each booklet addressed the student by name and included a campus visit invite QR code unique to them. The impact? KU reported that students who received personalized print packages were substantially more likely to schedule a campus tour and ultimately enroll than those who only interacted with digital info. One student commented that it “felt like the university really understood me,” upon receiving a brochure with her name and pictures of activities she cares about. This case study highlights how variable print technology can be used by institutions to speak Gen Z’s language of personalization at scale. The printed piece became a tangible affirmation of “fit” that helped KU stand out in a competitive, digital-heavy recruitment field.
Strategies for Reaching Gen Z with Print (Actionable Tips)
For commercial printers, marketers, and packaging designers looking to serve Gen Z preferences, the following strategies leverage the insights above. These actionable tips focus on using variable print technologies and creative approaches to make print marketing Gen Z-friendly:
Personalize Everything: Leverage variable data printing to customize print materials with names, images, and content relevant to each Gen Z individual. Use customer data and segmentation to tailor mailers by interest or behavior (e.g. different postcard imagery for gamers vs. fashion enthusiasts). A simple touch like printing the recipient’s first name in a bold way can boost response rates. Personalization signals authenticity and makes young consumers feel valued as individuals, not just part of a mass blast.
Integrate Print and Digital for Omnichannel Experiences: Don’t let printed pieces exist in isolation – connect them to digital content that Gen Z can engage with. Include QR codes, short URLs, or AR elements on print pieces to bridge offline to online. For example, a direct mail piece could lead to a TikTok challenge, or a printed poster could have an AR filter component. Ensure the design clearly prompts the next action (“Scan here for a surprise” or “Join the experience online”). This plays to Gen Z’s “phygital” approach – they move seamlessly between physical and digital realms, and your marketing should too. Track engagement by using unique links/codes to measure the print-to-digital conversion.
Emphasize Bold Visual Design: Aesthetics are crucial. Gen Z is highly visual and will judge a book by its cover (or a mailer by its design). Use eye-catching colors, contemporary graphics, and creative formats to grab their attention instantly. Consider non-traditional print formats – oversized postcards, die-cut shapes, interesting folds, or even physical textures like foil, embossing, or holographic ink that make them want to touch and look closer. An interactive design (like a fold-out poster, or a mail piece that doubles as a coloring page or puzzle) can also intrigue them. Remember, you likely have 8 seconds or less to hook a Gen Z reader, so make the design pop and communicate the core message at a glance.
Keep the Message Authentic and Values-Driven: Use the space print affords to tell a genuine story or share useful content – not just a sales pitch. Gen Z tunes out marketing fluff. Instead of a generic ad, create a zine-like mailer with behind-the-scenes snippets about your brand’s mission, or a small print newsletter with community stories. Highlight your values and social causes in print materials (e.g., a clothing brand might include a tag explaining its fair-trade sourcing). Gen Z is more likely to engage if the print content feels meaningful. For example, a nonprofit could send a postcard series where each card is a story of someone helped by their donations – something that builds an emotional connection. Authenticity in print can bolster brand trust and reinforce that you walk the talk.
Make It Fun and Interactive: Gen Z appreciates when marketing is a two-way street or a bit of a game. Use print to spark interaction. Some ideas: include stickers or decals they can use (branded stickers often end up on laptops and water bottles – free advertising!), or have a mailer with a scratch-off element revealing a prize or personalized message. You can even invite user-generated content: e.g., send a beautiful printed postcard with blank space and prompt Gen Z customers to jot down their ideas on it, snap a pic and send it back or post it. This converts a static print piece into a participatory campaign. Another idea is a “mail back” survey or pen pal concept – something retro that, surprisingly, some Gen Zers find novel and cool. The key is to get them to do something with the print, not just read it. When they engage actively, they’ll remember your message longer.
Use Sustainable Materials and Highlight Them: Align your print execution with Gen Z’s eco-expectations. Choose recycled or FSC-certified paper, use environmentally friendly inks, and right-size your mail pieces and packages to avoid waste. Then, mention it proudly on the product/package: a brief line like “Printed on 100% recycled paper – we love our planet 🌎” goes a long way. This not only avoids turning Gen Z off, it actually becomes a selling point. Eco-conscious Gen Z consumers will feel better about engaging with print materials if they know they’re produced responsibly. Additionally, explore creative reusability: for instance, a mailer that folds into a small origami planter, or a shipping box that can be inverted into a cat house (IKEA famously did something like this). Such innovative touches both showcase sustainability and give your brand extra kudos in Gen Z circles for clever design.
Leverage Triggered and Data-Driven Print: Gen Z moves fast, and you can use technology to keep up by sending print at key moments in the customer journey. For example, if a Gen Z shopper abandons an online cart, consider sending a triggered postcard a week later with a friendly note and perhaps a discount to complete the purchase. The USPS found nearly half of Gen Z actually wouldn’t mind receiving mail based on their browsing or shopping behavior – they grew up with retargeting, and physical retargeting feels fresh (especially if it includes a coupon or reward). Using programmatic mail platforms, you can automate these print touchpoints timed with digital actions. Birthday cards, “we miss you” re-engagement mailers, and thank-you notes after a purchase are other examples of event-driven print that can pleasantly surprise a Gen Z customer. These show that the brand is paying attention and cares, strengthening loyalty.
Test, Measure, and Refine: Treat print campaigns with the same rigor as digital – set up ways to measure ROI and response. Use unique promo codes or URLs for print so you can track how many recipients responded or converted. A/B test different designs or messages by splitting your mailing list, just as you would with email subject lines. Gen Z’s preferences can evolve quickly, so gather feedback. You might include a quick QR survey on a mailer asking “Did you like this packet? Vote and get 15% off.” Learn from the data and iterate on your next print run. By continuously optimizing, you ensure your print marketing stays relevant and cost-effective when targeting younger audiences.
Collaborate with Influencers and Communities: A slightly unconventional strategy: bring print into your influencer or community marketing. For instance, partner with a popular Gen Z influencer to co-create a limited-edition printed item – maybe a mini magazine or a poster series – that their followers (your target customers) can receive. This merges influencer marketing with tangible media. Fans might eagerly sign up to get a physical zine curated by their favorite TikToker, which includes subtle plugs for your brand alongside authentic content. Similarly, if your company has a Gen Z brand ambassador program or street team, arm them with cool printed swag to distribute in schools or at events. Peer-to-peer sharing of print (stickers, pins, zines, etc.) can amplify reach in an organic way. This boots-on-the-ground approach can supplement digital outreach and make your brand feel more real to those who encounter it in their daily life.
By implementing these strategies, businesses and print providers can align their offerings with Gen Z’s unique blend of digital and analog preferences. The key theme is experience: every print touchpoint should deliver some level of experience – whether sensory, emotional, intellectual, or interactive – that digital alone might lack. When done thoughtfully, print marketing can not only grab Gen Z’s attention, but also earn their affection and trust.
Conclusion
Gen Z is rewriting the marketing playbook in many ways, and their relationship with print is a perfect example of their paradoxical nature: ultra-digital yet hungry for analog experiences. Far from rendering print obsolete, this generation is infusing new life into direct mail, catalogs, and printed packaging – so long as those media deliver value, creativity, and authenticity. Marketers are discovering that a campaign targeting Gen Z can often perform better with a tactile component involved, and brands that ignore this may miss out on deep engagement opportunities.
For print industry players like DPi’s customers (commercial printers, packaging producers, etc.), this sea change is an exciting opportunity. The tools of modern printing – personalization technology, digital presses, data analytics – are ideally suited to create the kind of customized, short-run, high-impact print pieces that Gen Z loves. It’s a chance to shake off the “old school” stigma and position print as a cutting-edge medium in an omnichannel world. Printers can collaborate with brands to brainstorm innovative print experiences (think AR-enabled catalogs, or packaging that itself becomes a game) that will wow young consumers.
In summary, Gen Z is redefining print marketing by engaging with it on their terms: as a conscious break from digital overload, as a means of authentic connection, and as an extension of their experiential, value-driven outlook. They have proven that physical media can thrive alongside TikTok and Instagram – in fact, it can enhance the digital ecosystem by offering something deeper and more personal. Brands that recognize this and invest in Gen Z-tailored print strategies now stand to earn the loyalty of a generation that’s only growing in purchasing power and influence.
As we move through 2025 and beyond, one thing is clear: Print is not dying; it’s evolving. And with Gen Z leading the charge, the future of print marketing looks anything but boring – it’s tactile, tech-integrated, creative, and above all, engaging. Marketers and print providers who embrace this renaissance will find that sometimes, what’s old is new again, and paper might just become the next hot media trend for the digital age.
Sources:
Rocket Print & Mail – “10 Statistics That Show Gen Z Loves Direct Mail Marketing” (Jan 2025). – https://www.rocketprint.com/blog/gen-z-direct-mail-marketing/ (Compilation of Gen Z direct mail engagement stats from RRD, Quad, USPS, etc.)
PostcardMania – “263 Direct Mail Statistics You Should Know in 2025” (2024/2025). – https://www.postcardmania.com/blog/direct-mail-statistics/ (Includes data on Gen Z mail preferences, response rates, and digital fatigue)
PebblePost Blog – “What Gen Z Thinks of Direct Mail” (2023). – https://www.pebblepost.com/blog/what-gen-z-thinks-of-direct-mail/ (Discusses Gen Z purchase behavior from mail, Archrival survey insights, USPS stats on Gen Z mail habits)
Stannp (Fraser Manning) – “Direct Mail in the Digital Age – What Does Gen Z Think?” (Oct 2024). – https://go.stannp.com/blogs/direct-mail-in-the-digital-age-what-does-gen-z-think (Gen Z motivations for mail: novelty, trustworthiness, sensory experience, plus QR code engagement stat)
Business.com (Jamie Johnson) – “Generation Z and the Future of Print Marketing” (Oct 2024). – https://www.business.com/articles/nicholas-brown-generation-z-and-the-future-of-print-marketing/ (Explores why Gen Z may prefer print media; stats on textbook preferences, authenticity, focus, etc., and tips for marketers)
Radial – “Gen Z and Millennial Shopping Trends in 2024” (2024). – https://www.radial.com/insights/gen-z-and-millennial-shopping-trends-in-2024 (Highlights the phygital behavior of Gen Z and mentions YouTube’s 25 billion unboxing video views in 2023 and the importance of curated unboxing experiences)
Mondi Group – “Five eCommerce Buying Behaviour Trends for 2023” (Mondi consumer packaging research, 2023). – https://www.mondigroup.com/news-and-insight/2023/five-ecommerce-buying-behaviour-trends-for-2023/ (Contains data on unique unboxing experiences influencing repeat purchases, and Gen Z’s willingness to pay extra for better packaging)
Pitney Bowes BOXpoll – “Value of the Parcel Unboxing Experience” (May 2021). – https://www.pitneybowes.com/us/blog/value-of-unboxing.html (Survey findings on how consumers – with Gen Z highest – value packaging extras like samples, quality packaging, and personal notes, with monetary estimates)
Ampli Phil/AmPhil Blog – “How to Engage Gen Z & Millennials with Direct Mail” (2024). – https://info.amphil.com/blog/strategies-for-direct-mail-fundraising-for-younger-generations (Mentions major brand campaigns using mail, including Nike’s 34% lift in Gen Z positive sentiment after a direct mail effort)
LinkedIn Pulse – “Targeting Generation Z: Print Campaigns That Speak to Digital Natives” (2021, Gill article). – https://www.linkedin.com/pulse/targeting-generation-z-print-campaigns-speak-digital-natives-gill-enpde (Notes that 57% of Gen Z in an RRD study enjoy direct mail from liked brands and find it more personal than digital; discusses authenticity and tips for print campaigns)
USPS Office of Inspector General – “Generation Z and the Mail” (RISC Report, Sept 2020, RISC-WP-20-009). – https://www.uspsoig.gov/sites/default/files/reports/2023-01/RISC-WP-20-009.pdf (Research report on Gen Z’s attitudes toward postal mail and packages; includes stat that 83% of Gen Z feel receiving cards/packages makes them happy, more so than digital communications)
Quad – “The Direct Marketing Revolution Report” (2023, Quad). – https://www.quad.com/insight/the-direct-marketing-revolution-2023 (Industry report that provided stats like 57% of 18–34 year-olds find direct mail very useful, etc., as cited in other sources)
Vogue Business – “Gen Z broke the marketing funnel” (Archrival research insights, 2023). – https://www.voguebusiness.com/companies/gen-z-broke-the-marketing-funnel (Summary of Archrival agency findings, e.g., 74% of Gen Z prioritize IRL experiences over digital, 80% feel bombarded by ads – referenced in PebblePost and other articles)
PackagingInsights – “Mondi e-commerce report: Gen Z demands ‘unboxing experience’ and smart engineering” (Feb 2025). – https://www.packaginginsights.com/news/mondi-ecommerce-report-gen-z-packaging-sustainability.html (Article highlighting Mondi’s 2024/25 consumer packaging trend survey – includes stat that 90% of respondents want recyclable right-sized packaging)
Various brand campaign case notes were informed by marketing news and public examples (e.g. Coca-Cola “Share a Coke” personalization, Glossier packaging, HelloFresh social media campaigns, etc.), as well as general industry knowledge of Gen Z consumer behavior.