Generation Z is expected to make up 30% of the global workforce by 2030. For years, the dominant industry narrative has been simple: younger generations don’t print; older generations do. But Quocirca’s Future of Work, 2030 study reveals a more nuanced and more positive picture of print’s long‑term relevance.
The physical renaissance – Why Gen Z and Millennials are choosing tangible experiences
Across culture and media, a surprising trend is emerging: younger generations are not abandoning physical formats; they are driving their revival. Vinyl records, for example, have seen a dramatic resurgence, with Gen Z and Millennials fuelling record sales growth. According to the Vinyl Alliance, Gen Z (18–24-year-olds) is now the driving force behind vinyl’s renewed popularity. In the UK alone, vinyl sales grew by nearly 20%, reaching an 18-year high, according to data published by record industry trade group BPI. Meanwhile, according to Futuresource Consulting, US sales of vinyl records among GenZ have grown by 15% annually since 2022, compared to total market vinyl sales growing by just 8%.
Growing up in a digital‑first world has led this generation to seek ways to disconnect from constant online noise, often through physical media.
Gen Z is also helping to drive a publishing revival. Nielsen BookData shows they are a major force behind renewed demand for print books, often choosing physical formats over digital as a way to unplug. TikTok’s #BookTok trend has amplified this, encouraging younger readers to own tangible books.
Print magazine launches are also on the rise. The zine (derived from ‘fanzine’) trend is a resurgence of DIY, self-published, small-circulation booklets (zines), largely driven by Gen Z, to share personal, artistic, or niche content. This generation is seeking tactile, immersive experiences as a counterbalance to digital overload.
Today, print also remains a symbol of trust and authenticity, especially in an era of AI‑generated content and deepfakes. It provides a physical anchor in an increasingly synthetic digital landscape. Yet, it’s not about rejecting digital media; it’s about using print and digital intentionally, each for what it does best.
What this means for the workplace
As younger generations embrace both digital and physical media, their expectations for workplace experiences are evolving and reshaping the future of print at work.
Quocirca’s Future of Work 2030, a study of 800 IT decision‑makers and knowledge workers, highlights a surprising shift: younger workers are less dismissive of print than older workers, both today and in their expectations for 2030. The future of work is, of course, being reshaped not just by technology, but by changing expectations of physical space, trust, and human connection.
Only 20% of workers aged over 45 believe printing will be very important to their business by 2030. Among 18–34‑year‑olds, that figure rises to 27%.
Younger generations have grown up immersed in digital tools, but this does not translate into an exclusively digital mindset. Instead, they tend to adopt a hybrid approach: digital for speed and convenience, and physical for meaning, engagement, and credibility.
In contrast, older workers often view print as part of a legacy workflow that they are comfortable moving away from. Younger workers, however, use print more selectively and with clearer purpose.
Different views of the office
Generational differences also extend to how employees perceive the office environment:
- Older employees favour structured hybrid models to maintain clearer separation between work and home life.
- Gen Z and younger Millennials prefer flexible environments that blend remote work with collaborative, technology‑enabled office spaces. For them, the office is a place for connection, creativity, and access to high‑quality tools and equipment.
AI adoption highlights another divide
Younger workers are also leading the adoption of AI in their daily workflows:
- 31% of 18–34‑year‑olds say generative AI significantly increases their productivity, compared to 17% of over‑45s.
When asked about AI in multifunction printers (MFPs), the generational divide persists:
- 35% of the 18–34 group say the most valuable AI feature would be copilots or assistants to recommend layouts or summarise documents, compared to 22% of over‑45s
Where older professionals may still see MFPs as transactional hardware, younger workers view them as intelligent tools that support information flow and reduce cognitive load.
What this means for print industry leaders
- Target hybrid‑native younger audiences. Emphasise productivity, creativity, and trust.
- Position print as an enhancement to digital. Use print where impact, clarity, and attention matter most.
- Leverage the office renaissance driven by younger workers. Print naturally supports collaboration, ideation, and shared experiences.
- Create experiences, not just devices. The future belongs to vendors who offer seamless, AI‑enabled workflows where MFPs act as intuitive information hubs.
The future is hybrid
As Gen Z reaches 30% of the workforce by 2030, their expectations for smart, AI‑driven print and digital workflows will shift from ‘nice to have’ to standard practice.
Smart MFPs will need to evolve as intelligent gateways between physical and digital content. While office print volumes may not grow, they will stabilise as part of a balanced workplace. With only 18% of organisations currently operating fully paperless environments, print and digital will continue to coexist for the foreseeable future.
Younger workers value both speed and substance, and print endures because it complements, rather than competes with, digital transformation. For industry leaders, success will come from blending the strengths of both print and digital.
As Gen Z continues to expand its influence within organisations, both as users and as technology decision‑makers, print manufacturers and channel partners are well‑positioned to reinforce their relevance. Their advantage lies in the ability to connect physical and digital workflows in ways that align with how younger workers expect information to move: seamlessly, intelligently, and with purpose.
The opportunity for OEMs is to leverage their expertise across both domains to deliver integrated solutions that support trust, collaboration, and efficient content management.
Organisations that adapt their value propositions to resonate with a new generation of technology buyers will be best placed to shape the next phase of the workplace.
For further information, please see Quocirca’s Future of Work 2030 Study.
