The Visual Media Association (VMA) is placing print and mail firmly back into the national conversation, with chief executive officer Kellie Northwood appearing across major talkback radio programs and mainstream media this week to champion the value of print and mail in Australian homes.
Northwood has been speaking directly to mainstream audiences about why physical communication continues to matter, particularly as Australians navigate unprecedented levels of digital fatigue, concerns around online security and trust of digital-only landscapes.
“Print and mail are part of the fabric of Australian life. What we are seeing now is not nostalgia, but a genuine shift in how Australians want to receive information,” Northwood said.
“People are overwhelmed by digital overload, and they are turning back to channels they trust – their letterbox, their postie and the printed materials that arrive there.”
Northwood’s media appearances follow the release of new national research commissioned by the VMA and conducted by independent insights agency The Source.
The findings reveal that Australians hold a strong emotional connection to print and mail, and that the letterbox remains a calm, secure and dependable communication space in an increasingly noisy digital world.
The research, which surveyed more than 5000 Australians, highlights the scale of digital exhaustion now embedded in daily life. 86 per cent of Australians report experiencing some level of digital fatigue, with nearly half saying they would remove social media entirely if they could.
At the same time, 56 per cent believe mail is a more secure and reliable channel than email for receiving sensitive personal or financial information. Recent high-profile data breaches have only reinforced the trust placed in print, with large organisations returning to physical mail to ensure customer confidence.
“The public is telling us that they want communication they can trust,” Northwood added. “Print and mail provide clarity, confidence and connection. It cuts through noise, it reaches every household, and importantly, it ensures no one is left behind.”
The survey also affirms the essential role of the letterbox in national inclusion. 59 per cent of Australians say mail ensures equitable access to important information, particularly for people in regional, remote or digitally excluded communities.
Digital ability is noted as not being the same as digital literacy, and the letterbox remains a critical social equaliser across demographic groups.
Engagement levels are also extremely strong, with 94 per cent of Australians found to check their letterbox regularly, and some doing so more than once a day.
More than half enjoy the ritual of checking their mail, and 84 per cent engage with printed catalogues, with 43 per cent saving them for later reference. Younger Australians are also responding strongly, with 83 per cent of 18-24 year olds reporting that catalogues and promotional materials prompt them to take action.
“Print and mail are not passive channels, they are one of the most actively engaged media environments in the country,” furthered Northwood. “Brands, retailers and essential service providers should, and are, paying attention, with major retail brands re-entering the catalogue and unaddressed channels.”
The research also underscores significant commercial opportunity. 44 per cent of Australians say they trust local businesses more when they receive printed material, and 77 per cent have undertaken a home maintenance or service task after receiving a printed flyer or circular.
As the digital advertising environment becomes increasingly cluttered and distrusted, print was found to provide a tangible, dependable and results-driven alternative.
In support of the growing national interest in the role of print, the VMA will host a Marketing Exchange Insights session on 10 December at 2pm AEDT to explore the research in greater depth. Marketers, brands and retailers are invited to register to either attend the event live or receive a recording.
The session forms part of the VMA’s commitment to placing the print and mail industry back into the homes and awareness of Australians through evidence-based insights and industry collaboration, with the Association recommending to members they invite their teams and share the invitation with customers to build the narrative across the value of print.
“As one of the nation’s largest manufacturing sectors, our industry contributes significantly to local jobs, regional communities and national capability, this research reinforces what many of us have long known – Australians value print. They trust it, they use it, and they want it to remain a central part of how they connect with the world,” concluded Northwood.
To register a spot for the Marketing Exchange Insights session on 10 December, click here.