The attention of your audience has never been more divided.

For marketers, the challenge is clear: how do you build visibility and impact in a crowded media mix?

New research is shedding light on the unique role print plays in the UK media landscape -revealing that an extraordinary 99.1% of consumers trust print. (1)

Why print earns trust

The findings from the New Narrative for Print white paper highlight why print continues to deliver credibility and connection:

• Commitment counts – The investment of time and resources needed to produce print signals authenticity, reinforcing consumer confidence.
• Stronger emotional bonds – The tactile, lasting nature of print creates deeper connections than digital messages that can be easily ignored.
• Millennials value print – Surprisingly, 82% of Millennials in the survey said they trust print marketing more than digital ads.
• Better recall – Print encourages deeper engagement, leading to stronger memory retention and lasting loyalty.

Print and digital are stronger together

Print and digital are not rivals – they are natural partners. Print makes digital tangible, while digital extends the impact of print.

Think of a personalised brochure with a QR code, a direct mail offer linking to an online promotion, or an invitation that unlocks a digital experience. Together, these touchpoints create a seamless consumer journey and amplify brand impact.

A competitive edge for marketers

The UK leads the world in brand switching – proof that trust is both precious and fragile. (2) That’s where print has the edge. Physical, tangible, and enduring, it commands attention and conveys permanence. A well-crafted printed piece doesn’t just deliver a message – it reassures, persuades, and builds confidence in your brand.

Harnessing the power of print

We help businesses turn print into impact. From engaging brochures to creative mailing campaigns that get saved and shared, print remains one of the most effective ways to build lasting trust.

Click here to access the full New Narrative for Print white paper from the IPIA.

Sources

1. This research stems from the Independent Print Industries Association’s (IPIA) A New Narrative for Print project. Their global research partner Madano analysed the dominant narratives in over 12,000 online conversations around print over a 12-month period, referencing social media, media outlets, blogs and forums, also accounting for the impact of key influencers.
2. Annual Marigold TM Global Consumer Trends Index