Peace in a digital world
People are increasingly tired of digital stimuli. Print offers a calmer alternative without notifications, ads or screen time. It's a medium that enables focus, trust, and depth.
Press release
acquisition Tanghe Printing
Intro
Paper remains relevant: trust, understanding and preference for print are rising again
Despite the rise of digital media, recent research shows that print is not only holding its own but is actually gaining ground. According to the Two Sides Trend Tracker 2025, one of the most comprehensive consumer studies in the print and paper industry, the preference for paper remains strong. Consumers trust print, understand information better on paper and learn more effectively with it.
At INNI group, we've long believed in the power of print. These figures reaffirm what we see in practice every day: print isn't an outdated medium; it's a well-considered choice.
Some notable findings from the research:
Print remains the favourite reading format
65%
of Europeans prefer paper books (in 2021 this was still 53%)
48%
prefer to read printed magazines (compared to 35%)
33%
choose paper product catalogues (previously only 21%)
Understanding and trust are higher with printed matter
47%
want to receive medical leaflets on paper
36%
prefer information from a doctor or hospital on paper
27%
prefer to receive paper invoices or statements
76%
believe they should have the right to choose between paper and digital
Print supports learning
58%
are convinced that students learn better with paper-based learning materials
45%
understand news better in print than online
49%
are concerned about the disappearance of printed newspapers
Sustainability perception is evolving
Although only 16% know that European forests continue to increase, we see encouraging signs:
54%
prefer paper as packaging for environmental reasons
64%
would rather receive goods in paper than in plastic
What does this mean for organizations?
The report underscores what's becoming increasingly clear. Print is sustainably relevant for education, communication, marketing and customer loyalty.
At INNI group, we help organizations develop their print strategies with a forward-looking, people-focused approach. Paper touches lives, both literally and figuratively.