The Visual Media Association (VMA), in partnership with Ricoh Australia, has convened its Victorian Industry Leaders Lunch, bringing together senior representatives from across print, packaging, signage and mail to address the growing complexity facing Australia’s visual media sector.
The session reinforced that the industry is operating at a pivotal moment, shaped by global instability, rising input costs, workforce pressures and accelerating technological change.
With the Middle East crisis already influencing fuel markets and freight reliability, businesses are navigating increasing volatility across supply chains and pricing structures.
Industry leaders strongly aligned on the need for temporary surcharge mechanisms over permanent price increases, providing flexibility in an uncertain market.
Clarity of communication across supply chains was identified as critical, with printers seeking greater transparency from suppliers to confidently manage customer and workforce expectations.
Kellie Northwood, chief executive officer of the VMA, said the discussions reflect a sector actively adapting to global and structural disruption.
“The Victorian session highlighted a highly engaged industry navigating real-time disruption, while also identifying clear opportunities to strengthen capability, communication and commercial resilience, particularly across AI and technological innovation,” Northwood explained.
“This is not an industry standing still. It is evolving rapidly in response to global pressures, technology adoption and changing customer expectations, and our role is to support that transition with practical frameworks, advocacy and leadership.”
Workforce and regulatory challenges also featured prominently, with increased WorkSafe activity and evolving psychosocial compliance requirements creating uncertainty for many businesses.
Leaders called for greater engagement between industry and regulators to ensure practical, achievable compliance outcomes, particularly for small and medium enterprises.
At the same time, talent attraction remains a critical priority. With an ageing workforce and competition for skills intensifying, the industry is seeking to reposition itself as a modern, technology-led career pathway.
Programs such as The Inkers were highlighted as key to building stronger pipelines, alongside greater engagement with design, engineering and creative sectors.
Sustainability and reporting obligations continue to present both opportunity and challenge – businesses are managing multiple certification frameworks, often with limited alignment, increasing cost without delivering consistent environmental outcomes.
Industry leaders called for a unified approach to sustainability reporting to reduce duplication and improve clarity for both industry and government.
The session also underscored growing concern regarding government engagement, with industry leaders noting a disconnect between policy direction and procurement behaviour.
Despite increasing regulatory oversight, participants highlighted ongoing offshoring of print production and inconsistent use of sustainable materials in government campaigns.
Commercial pressures remain significant, with rising energy, labour and material costs impacting margins. In response, businesses are exploring hybrid operating models that combine manufacturing capability with broader supply chain partnerships, enabling integrated service delivery and improved profitability.
This shift aligns with broader industry trends, where automation, digital workflows and AI-driven systems are transforming production efficiency and decision-making.
Advances in AI are enabling smarter forecasting, workflow optimisation and cost control, with many print businesses recognising these tools as critical to future competitiveness.
According to Tina Economou, chief sales and marketing officer at Ricoh Australia, the discussions reflect a sector embracing transformation, while maintaining its core strengths.
“The industry is clearly moving toward more integrated, technology-enabled solutions, with automation, data and sustainability shaping future growth,” Economou said.
“What stood out in Victoria was the willingness of leaders to collaborate, share insight and collectively address these challenges.”
The evolving role of print management was also highlighted, with traditional models under pressure as customers increasingly seek direct engagement with manufacturers. However, growing procurement requirements around data, reporting and transparency are creating new opportunities for printers to deliver enhanced value through integrated, technology-enabled solutions.
The Victorian lunch forms part of a national series led by the VMA, with sessions already completed in NSW and Queensland.
The final events in South Australia and Western Australia will conclude over the next fortnight, bringing together industry leaders across the country to inform a coordinated national agenda.
Northwood said the outcomes from the series will play a critical role in shaping the VMA’s advocacy and industry programs for the year ahead.
“These discussions are critical in ensuring the industry has a unified voice. As we move into the final sessions, we are focused on translating these insights into tangible action that supports business sustainability, workforce development and long-term growth,” she added.
The VMA will now progress a series of initiatives aligned to the feedback, including strengthened government engagement, supply chain guidance, workforce programs, sustainability frameworks, and support for technology adoption across the sector.