Print or marketing service providers, along with the graphic arts industry at large, are under intense pressure to realign their business practices to new market realities. So far these conversations have centered on disruptive technologies such as the iPhone, Kindle, inkjet printing, variable data, transpromo, that all ultimately change the way the industry does business. Yet there seems to be a more credible, systemic problem that has the potential to be far more disruptive than any technology. Print is age challenged. Most of Generation X, all of the Millennials, and those old enough from Generation Z, are noticeably absent from the print related industries. This bias is not rooted in any scientific data (apparently it is not a topic that has warranted much research), but just my observations from industry events, social media, online news pundits, and visits to printers.
These lost generations are needed for the viability of the industry going forward. The next thought leaders, managers, and entrepreneurs, for print will be in this demographic. This group is also uniquely positioned to bolster an industry which has and will continue to see monumental leaps in technology. After all these were the first generations immersed in computers and the Internet – the Nintendo kids.
According to the U.S. government labor reports, almost 70% of print businesses employee less than ten people. Of this 70%, a large majority are probably family owned and operated small businesses. These print shops are at the front lines of the lost generations as their sons, daughters, nieces, and nephews, are pursuing other careers. Few options exist for small businesses faced with this dilemma: look outside the family, sell to another shop, or simply close the doors.
Large industry suppliers and print conglomerates are not immune to the same problems in succession planning. These outfits, on the other hand, have given some thought to the problem but are varied in their reactions. Efforts have been made to reinstate once missing apprenticeship programs, educational reimbursements, and support of higher academia and trade initiatives like the Skills organization. Are these measures enough of a recruitment effort? Probably not.
There are many issues that are compounding this overall age drain. Much like the issue of global warming, many seemingly innocuous factors may lead to a irrevocable tipping point. The print labor market, industry perception, relative compensation levels, and methods of education are just a few problems.
The printing labor market, like many others in this struggling economy, is showing difficulty in shedding employees who would have otherwise retired. Many employees who are at the retirement age are deciding to prolong their careers because of the hits to their overall nest egg. This creates a top down effect throughout the entire organization as other employee levels cannot move up the ladder in order to fee up new hire positions. If this is not causing enough of a ripple effect, the printing labor market was already flooded by capable workers from the consolidation and attrition in the industry. Recent graduates or other younger workers are then competing against seasoned veterans for all positions levels including entry level, creating downward pressure. Someone on Twitter said it best by suggesting Print09 be renamed job fair 09.
Just like the labor market, the outside perception of print as a
challenging and rewarding career path is equally depressed. Chutzpah,
mojo, Google-ly, cool factor, or any other label that represents a
feeling of in-the-now is missing. Everyone in this industry is guilty
to some degree as we propagate a tarnished image. Some who are more
sensational dare to stire the “print is dead” mantra. The industry
needs to do a better job of marketing the fact that it is a
challenging, technical field not unlike others that are in vogue today.
Printers, especially those transitioning to marketing service
providers, are competing directly for younger talent with these other trendy industries. Engineering, information technology, and other technical degrees, whose graduates have skills also needed within graphic arts, carry some of the highest starting salaries. It’s a bidding war that is often lost.
One of the top motivating factors for students to pursue graphic arts is exposure to programs during grade school. Meanwhile the support for high school and secondary graphic arts programs is waning both from industry because of the financial commitment and from school districts who favor more progressive programs. A post on Patrick Henry’s Printing Office blog highlighted this problem. Furthermore, the graphic arts programs that do exist need to do a more thorough job of explaining the career opportunities. In my experience when asked, students first response to what job are you interested in after school is almost always graphic designer (reiterated by the current SkillsUSA winner). Although it is a creative outlet, there are far too many talented designers graduating in droves from schools like the Art Institutes who already have difficulty finding a financially sustainable job after graduation. Instead students should be made aware that the graphic arts industry needs highly skilled, technical minds to solve complex problems.
New approaches are needed in recruitment and retention for the younger generations. Hopefully, those with a vested interest from suppliers to business owners and academia can formulate a proactive plan. At least for now the trend can be reversed. Maybe not today, maybe not tomorrow, but at some point the industry will be impacted.
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