TL;DR The challenge isn’t that Gen Z isn’t interested in print and packaging, it’s that many don’t know what the industry really looks like. Better visibility, stronger employer branding and authentic employee advocacy can help change perceptions.
HOW CAN COMPANIES ATTRACT GEN Z TO A CAREER IN PRINT OR PACKAGING?
It’s no secret that the print and packaging industry is often perceived as traditional and outdated, especially by today’s younger generations. Yet behind the scenes, it’s actually driven by rapid innovation, extraordinary creativity and cutting-edge technology.
So, how can perceptions be changed to inspire Gen Z – and the generations that follow – to see all that these sectors have to offer?
1. Awareness
The pace of change within print and packaging, and the rapid adoption of new technology (especially around robotics and AI) is far greater than most outside the industry realise. But, to attract the next generation of talent, this on its own is not enough. Raising the industry’s profile and communicating what that technological change looks like is just as important as the wider innovation itself.
It’s also important that businesses provide Gen Z with more insights into the workplace, including how teams collaborate and where the potential for an individual’s growth lies. By opening up the industry’s culture, whether that’s via social media, open days or a company website – or by highlighting meaningful career pathways – print and packaging can be positioned as dynamic, future-focused sectors offering fresh opportunities.
2. Creative problem-solving
Gen Z’s passion to creatively solve problems aligns naturally with the advances in print and packaging. Today, the challenges within the packaging industry go beyond producing a box and are as much about balancing design, functionality and sustainability in a way that improves how products are perceived.
Applying creative solutions is extremely rewarding for those who think both proactively and imaginatively, whether it’s through e-commerce or finding a more efficient way to complete production. For Gen Z, in particular, who approach problems with both digital fluency and fresh perspectives, print and packaging enable ideas to be brought to life through design and creation.
3. Clear career progression
For any Gen Zer entering the workforce, career development is one of the strongest pull factors across a combination of clear promotion, structured learning and real investment in their future. Print and packaging companies are well-positioned to offer this, with apprenticeships and hands-on technical training that build confidence and ability from day one.
An example of this in action is the story of Paige Long at Harrison Packaging*1. Paige joined the company at just 16 years old through the BPIF Training Programme*2, becoming the first female printer in the company’s 143-year history. Within two years, she was confidently operating the LSX Carton Packaging Print Press, demonstrating impressive technical ability and knowledge.
Her development has combined hands‑on press work with structured learning, giving her the confidence and capability to take on increasingly complex tasks. Three years after joining, Paige has now stepped into a full Print Operator role, leaving her apprentice title behind.
Her journey shows how, with the right support and a clear training pathway, Gen Z team members can progress rapidly and highlights the real value of well‑structured apprenticeships in building future talent.
If companies are making these development opportunities visible at all levels, from junior positions to supervisory and leadership roles, they can show young talent exactly how their skillset can expand over time. When organisations emphasise mentorship, upskilling and the chance to gain experience across different areas of print and packaging, they help to position the industries as ones where ambition is nurtured and long-term career growth is achievable.
4. Employee Ambassadors
As the preference of Gen Zers is typically for ‘in person’ communication*3, one of the most effective ways to make print and packaging feel accessible to Gen Z is through face-to-face engagement with people who already work within the industry.
For example, during my earlier stages at AD Comms, I was invited back to my former school to speak to Year 12 students about my career progression since completing my A‑Levels. The session gave them the chance to hear from someone close to their age who had moved directly into a junior role at a full‑time agency serving the print and packaging industries. I outlined the projects I had worked on, the skills I had developed and the realities of entering the industry at 18, offering a practical, relatable perspective on what early career pathways can look like.
Through employee ambassadors and, in particular, apprentices and Gen Z team members, companies can provide an opportunity for other young people to gain an insight into the reality of the sector. By involving these ambassadors in school visits, college workshops, open‑house events and industry demonstrations, companies offer an authentic, human introduction to the industry. This approach builds trust, strengthens visibility of a company’s brand and reinforces the message that print and packaging are welcoming, future‑focused environments where new talent can grow through genuine career pathways.
Ultimately, attracting the next generation to print and packaging requires more than just advertising that you’re hiring. As Roberta Katz, a senior research scholar at Stanford University, who carried out research to better understand Gen Z, says: “…my advice is to recognize that these new colleagues are used to working collaboratively and flexibly, with an eye to being efficient in getting the job done. They are pragmatic and value direct communication, authenticity and relevance. They also value self-care.”*4
By strengthening their brand positioning, demonstrating a commitment to progression and empowering employees to share their experiences, businesses will be better placed to attract, engage and retain the skilled workforce needed to drive innovation and shape the future of the industry.
1 Harrison ‘Breaking barriers in print: Celebrating international women in engineering day’ – June 2025
*2 BPIF ‘Specialist apprenticeships and training for print, packaging and manufacturing’
*3 Stanford Report ‘What to know about Gen Z’ – January 2022
*4 Stanford Report ‘What to know about Gen Z’ – January 2022