Demographic shifts indicate that by 2034 (not as far away as it sounds) Millennials, Gen Z and the first Gen Alphas will make up 80 per cent of the workforce in advanced economies.
For industries like print, packaging and signage, that shift brings both a challenge and an opportunity. It means we must actively adapt by upskilling younger workers entering the sector while also reskilling experienced workers so they can continue to thrive in an evolving environment.
In a small economy like New Zealand’s, maintaining a strong pipeline of skilled people is critical. When industries lose that pipeline, skill shortages deepen quickly and the impact is felt across production, innovation, and growth. For sectors such as ours where many roles require specialised technical knowledge and practical expertise – the loss of skills and experience can be particularly difficult to replace. Ensuring the next generation sees these industries as viable, rewarding career paths is therefore essential to the sector’s long-term sustainability.
The good news is that trades are being championed as future-proofed career pathways in a world where AI and automation pose major threats to some occupations.
While AI may create efficiencies for processes in the industry, it will never replace the human element required to create the products we deliver. AI can do some of the background work but producing physically-printed product will require humans that can blend digital skill with hands-on expertise.
Print is a perfect example of this balance. AI and automation are already improving workflows, streamlining prepress processes, supporting design efficiencies and enabling more sophisticated data-driven marketing. However, the core of what the industry produces – high-quality, tangible printed products – still relies on skilled people. Operating complex machinery, managing colour accuracy, finishing products to exacting standards, and solving problems on the production floor require human judgement, technical knowledge and craftsmanship.
In that sense, the future of print is not about replacing tradespeople with technology, it is about enhancing the role of the tradesperson. They may manage automated workflows, interpret data from digital systems, and still understand the mechanical processes that bring a product to life. It is this hybrid skillset that makes careers in print particularly resilient and relevant in a changing world.
Another strength of the industry is the breadth of career pathways it offers. Many people still associate print with a narrow set of production roles, but the reality is far more diverse. Today’s industry includes opportunities in graphic design, digital workflow management, packaging innovation, signage and display production, sales and marketing, logistics, sustainability management and advanced manufacturing. For young people exploring career options, print offers the chance to work in a sector that is creative, technical, and constantly evolving.
Highlighting this diversity and the longevity of print as a career choice will be key to attracting the next generation of workers. PrintNZ works at a granular level with careers advisors and students promoting the benefits of working in the industry, the ability to “earn while you learn” and future pathways for those that commit to the industry, helping them understand that working in print can be a long-term career, not just a short-term job.
Of course, attracting talent is only half the challenge. Retaining skilled people in the industry requires ongoing investment in training and professional development. Businesses must ensure that employees have opportunities to learn new technologies, adapt to new production methods, and develop their careers within the industry. To do this we need accessible, practical and affordable training programmes, and more importantly we need to make sure we use them. The print training programme has received a full review of the unit standards and resources over the last 18 months, so it is the perfect time to take advantage of these updated programmes.
For the print, packaging and signage industries, the message is clear: the future workforce will not appear by accident. It will come from deliberate investment in people – attracting them into the sector, supporting their development, and providing clear pathways for long-term careers.
Working in print has always been about more than a job. It is about combining creativity, technology and craftsmanship to produce products that inform, promote and connect communities. As the workforce evolves over the next decade, that combination of skills will be more valuable than ever.
This article was first published in the March-April 2026 edition of Print21, page 44.