2026 Outlook: From Markets to Mandates

The start of another year brings the annual tradition of dusting off the crystal ball and seeing what trends, technologies, and regulations will impact the printing industry. This year, we talked to six of the top subject matter experts at PRINTING United Alliance to gain perspective on their individual areas of expertise. Here is a closer look at what they’re watching, and how it may impact the printing industry as 2026 unfolds.

Top Market Trends

Lisa Cross, Principal Analyst, Alliance Insights

Lisa Cross, the principal analyst of Alliance Insights, shares some of the overall trends she sees throughout the various research projects she and the team undertake throughout the year. When it comes to the trends that had the biggest impact in 2025, it likely won't surprise anyone what tops her list.

“The most influential forces impacting the printing industry in 2025 have been artificial intelligence (AI), tariff pressures, and postal rate increases,” she says. “AI has captured significant attention across the industry as printers move from curiosity to early adoption, while rising tariffs have increased operating costs and postal rate hikes have added further pressure to mail-centric print segments — forcing more focus on efficiency and return on investment.”

Convergence, AI, and automation were her overall top three picks for what had the most impact in 2025, and will continue to heavily influence the industry in 2026.

“Connected automation will be a strong competitive differentiator,” she notes. “The shift from stand-alone automation to fully connected workflows will have a significant impact on the industry. Many printers have already automated individual processes, but growing margin pressure and labor constraints are making end-to-end integration increasingly critical. Our survey research indicates that printers using connected, data-driven workflows see higher productivity, fewer errors, and greater business resilience — underscoring that automation delivers its strongest returns when the entire production process works as one system.

“In the year ahead, AI will have one of the most significant impacts on the printing industry as it moves from experimentation to real operational integration,” she continues. “According to Alliance Insights’ latest study, ‘AI Adoption in the Printing Industry: From Curiosity to Competitive Advantage,’ a strong majority of printers now view AI as critical to staying competitive and as a driver of new business opportunities, with many recognizing that failure to adopt poses long-term risk. AI is already improving core functions such as estimating, scheduling, maintenance, and analytics, helping printers make faster, more informed decisions. The companies seeing the greatest benefits are those treating AI as a business-critical initiative — assigning ownership, building roadmaps, and focusing on high-impact use cases.

“Finally, convergence or market segment migration is reshaping print providers’ businesses as the boundaries between print market segments continue to dissolve. Print customers increasingly are turning to providers to meet all of their printing needs. According to Alliance Insights’ study, ‘Profiting Through Convergence,’ the majority of print providers report operating in multiple segments and see the industry moving toward multi-segment business models. The research also shows that printers expanding into adjacent markets are achieving meaningful gains in both revenue and profitability, reinforcing that diversification is no longer optional — it’s becoming the foundation for sustainable growth. Respondents reported an estimated average revenue change of 16.7% and profitability change of 11.1% from moving into a new print segment.

“Together, these three forces — convergence, AI, and automation — are redefining what it takes to remain competitive, profitable, and relevant in 2026 and beyond.”

For printers looking to position themselves for growth in the coming months, she suggests taking an intentional, integrated, and strategic approach to all decision making, be it new equipment, new software, new acquisitions, or new customers. Those that embrace automation, and find ways to connect their entire operation, as well as those that truly integrate AI and other software advances into the fabric of the way they operate, will be the ones to excel. And those that look beyond the current market spaces and into areas they can expand, via acquisitions, partnering, or creating a new business internally will be able to reap the most benefits from diversification and convergence.

Taking a “wait-and-see” approach, especially when it comes to AI, won’t be feasible in the long run. As a final piece of advice, Cross notes, “AI is here to stay, and it is quickly becoming foundational to how print businesses operate. The most important step printers can take now is to treat AI as a business strategy, not a technology experiment. The companies seeing real results aren’t dabbling — they’re assigning ownership, defining clear use cases, training their teams, and integrating AI into estimating, scheduling, analytics, and customer-facing processes. When AI is tied to measurable outcomes like speed, accuracy, margin improvement, and capacity utilization, it becomes a competitive advantage. Waiting or experimenting without a plan only widens the gap.”

Charting the Economy

Andy Paparozzi,
Chief Economist

Andy Paparozzi, chief economist of PRINTING United Alliance, laid out the picture of what the economy has been up to and how he anticipates it moving in the coming year.

Tariffs were one of the biggest trends from 2025, with Paparozzi noting, “More than 90% of the 243 participants in the PRINTING United Alliance State of the Industry Survey, sponsored by Canon U.S.A. Inc., have been affected by the uncertainty created by tariff policies. The policies dampened sales as clients decreased and delayed projects and squeezed profit margins as more than 80% of affected companies absorbed at least part of tariff-induced cost inflation to maintain market share. Just 3.6% rate the net effects of the policies positive, 35.3% neutral, and 53.4% negative.”

When it comes to the trends that impact 2026 and beyond, Paparozzi believes AI will continue to play an even larger role in all aspects of business. And it impacts more than just what is seen on the surface. He says, “We talk about the AI revolution, but it is really the AI/big data revolution. Big data includes ‘unstructured’ data, such as audio files, video files, blogs, and tweets, the quantity and variety of which are growing exponentially because activities from browsing a website to contacting customer service leave a data trail. Conventional spreadsheets and database programs do not handle unstructured data well; AI algorithms do.”

He continues, “Richer, more diverse data on which to base business decisions, analyze customer preferences, evaluate opportunities, and manage risk is a formidable competitive advantage in an industry where the gamut of opportunity is expanding but the margin for error is shrinking.”

What advice does he have for printers facing this brave new world? He says, “Have a formal AI and big data plan and act on that plan. Assign responsibility for executing the plan, evaluating results, and staying up with relevant developments in both fields. Ensure your business intelligence systems satisfy your data requirements and integrate with your AI applications. Strengthen data and cybersecurity because all it takes is one breach. (AI can help here, too.)”

He notes that while moving ahead during times of uncertainty seems risky, it’s riskier to wait for clarity before making any decisions.

“In 2026, as in 2025, the temptation will be to wait for the uncertainty created by tariff policies to subside, the economy to strengthen, and interest rates to decline,” he says. “The opportunity will be to move ahead with business plans and priorities, conducting thorough due diligence, rigorously evaluating opportunities and risk, and considering the cost of not investing — i.e., the risk of falling behind — as carefully as the cost of investing.”

He cautions that the gap between leaders and “everyone else” will widen in 2026 as the industry changes both structurally and cyclically.

“Cyclical change is the ups and downs of the economy, interest rates, inflation, government policies (such as tariff policies) and everything else that moves in a business or political cycle,” he explains. “Each cycle requires adjusting business practices but not redefining them — what got you through the last run-up in interest rates will get you through this one.

“Structural change is fundamental change in the very nature of an industry, often powered by transformative technologies such as AI, the Internet of Things, and smart robotics,” he says. “Structural change redefines what’s possible, creating historic opportunity for the prepared and profound threats for the unprepared. ... The question everyone in our industry should be asking: What are we doing to be one of the prepared?”

Navigating a Volatile Labor Market

Adriane Harrison, Vice President of Human Relations Consulting

It’s been a turbulent year for labor policies, notes Adriane Harrison, vice president of Human Relations Consulting at PRINTING United Alliance. The headlines this year were dominated by the dismantling of DEI and other progressive issues.

“Starting on the first day of the new Trump administration, the President signed Executive Orders that deemed DEI initiatives illegal and immoral, and banned them in the federal government and in federal contractors’ companies,” she notes. “In March, the Department of Justice and the Equal Employment Opportunity Commission (EEOC) issued a press release to warn employers that they would be pursuing discrimination claims that arose out of corporate DEI policies. The EEOC followed up with guidance that was issued in April, stating that DEI initiatives may be unlawful if employment actions were motivated in whole or in part by a person’s race, sex, or other protected characteristic. The guidance also warned against corporate policies and procedures based on protected characteristics.”

That was just the first act. As we move into 2026, Harrison expects to see more investigations into private companies for DEI policies and initiatives, and that states, in response, are going to ramp up their regulations, which could make for a more fractured and difficult environment to navigate — and that applies to more than just DEI.

“More states and localities will pass pay transparency laws and regulations,” she says. “Because the ban on noncompetition agreements was lifted making it OK to use them again, I expect to see more activity in the states — possibly through the state judiciaries — to limit them partially or completely.”

So where does this leave print service providers trying to run their business and create welcoming places people want to come in to work? Harrison has a few suggestions.

“If the company has published a DEI policy, I recommend withdrawing it,” she notes. “In particular, review hiring practices and make sure that all candidates are given equal consideration. Document why candidates are chosen for hiring and why internal candidates were selected for promotions.”

She continues, “Work on updating job descriptions and linking each position to a skill level. Then create a pay structure based on skill levels. For instance, an entry level job with lower skill requirements might be a level one. Then assign a pay range to that skill level, which would cover all positions. A press operator would be assigned a higher skill level, and the pay range for that skill level would reflect that. In addition, for all positions, be very clear about where employees are expected to be located when performing their jobs. If this is a position that allows for remote work, be clear about whether that option is available. For instance, if remote work is not available as a regular part of the job, make sure that is clearly stated.”

Beyond that, she also encourages printers to expand the pool of available talent, even if there is no immediate payoff — and even if the candidates ultimately work for another company in the printing industry. After all, growing the overall pool of talented and passionate people that make print the vibrant industry it has become is a worthy goal.

“Create relationships with high schools, vocational and technical schools, community colleges, local universities, and community groups,” Harrison says. “Invite students to tour your facility. Create internships for prepress, production, and front office positions. Be an active part of your community by sponsoring local sports teams, showing up for community events, and doing good deeds in the area. Be good to your employees and cultivate a reputation as a great workplace. Become the company that everyone knows about and where they would like to work.”

Sustainability Will Remain Top of Mind

Sara Osorio, Environmental, Health, and Safety Affairs Coordinator

Sara Osorio, Environmental, Health, and Safety Affairs coordinator at PRINTING United Alliance, took a closer look at the environmental regulations impacting printers, and how they are evolving and changing in the coming months and years. Despite ongoing debates, environmental responsibility remains a key factor for many in printing, retail, and government sectors.

Osorio explains, “In 2025 the biggest trend in sustainability has been the introduction and progression of Extended Producer Responsibility (EPR) legislation in several states,” Osorio explains. “For packaging, and in some cases printed paper, EPR has been passed in seven states (CA, CO, ME, MD, OR, MA, WA) and introduced in several others. However, EPR is not exclusive to paper and packaging, and textile EPR is also gaining traction with California being the first state to pass such legislation in 2025. Alongside EPR, we are also seeing a strong movement toward banning certain chemicals, including PFAS restrictions, carbon black bans, and the possibility of Washington State prohibiting chlorinated pigments in inks.”

And that doesn’t look like it’s going to slow down in 2026. Osorio notes, “In 2026, EPR will likely continue to be a central focus for sustainability impacting printing operations. For printed paper and packaging we expect to see several more states file EPR legislation. In New Hampshire, EPR legislation has already been pre-filed. If the trend continues, it is possible that other states will propose textile EPR legislation this year following California’s lead. The ban of certain chemicals and materials including PFAS, carbon black, and iPCBs is also a trend expected to continue in 2026.”

When it comes to print service providers positioning themselves for this regulatory and environmental landscape, Osorio advises, “Right now, the best thing printers can do is get a clear picture of every material they use such as substrates, inks, coatings, etc., how recyclable they are, whether it contains recycled content, and what documentation exists to back that up. Reaching out to suppliers for updated certifications and Life Cycle Assessment (LCA) data is a must. Finally, sales teams need basic sustainability literacy. Customers are confused, and printers who can explain things clearly will win more trust and more business. The new Sustainability Glossary by PRINTING United Alliance is a good starting point for the education process.”

Osorio suggests becoming the resource customers need for concerns about EPR and sustainability.

“They’re not looking for a printer who just says ‘yes’ to a job, they’re looking for a partner who can help them avoid risks and make smarter decisions,” she says. “Printers who step into that role will build deeper relationships and become far more valuable.”

And while it can add a layer of complication to the printing process and business planning, Osorio notes that it is not without benefits. “Sustainability may seem like a big undertaking, but it’s truly a meaningful journey that opens the door to growth, creativity, and innovation. When printers embrace sustainability, they don’t just differentiate themselves from the competition, they become leaders who drive positive changes in their communities and across our industry. ... Like any transformative shift, it demands investment, new ideas, and a willingness to evolve. But those who lean into that challenge with vision and curiosity will be the ones who shape what comes next and thrive because of it.”

Safety Shouldn’t be an Afterthought

Gary Jones, Vice President, Environmental, Health, and Safety Affairs

Gary Jones, vice president, Environmental, Health, and Safety Affairs at PRINTING United Alliance, took a closer look at some of the trends and changes in the Occupational Safety and Health Administration (OSHA) and safety, and how those have already impacted printers and will continue to do so in 2026.

In particular, he notes that in 2025, OSHA pursued many changes, with an emphasis on a deregulatory agenda. In July alone, he explains, OSHA issued more than two dozen proposed rules aimed at rescinding or revising what he deemed outdated or duplicative standards.

Looking ahead, Jones notes, “For 2026, OSHA’s regulatory environment will undergo additional changes. With David Keeling assuming leadership of OSHA, there will be an emphasis on cooperation and deregulation. Federal OSHA is expected to reduce rulemaking activity, scale back certain enforcement practices, and streamline more standards. At the same time, several major initiatives, especially heat illness prevention, remain on the agenda and will continue progressing, albeit with a different approach than in previous years. It is expected that the new standard will be performance oriented and not prescriptive as originally proposed, which generated tremendous pushback by the industry.

“Regarding enforcement, OSHA will be focusing on hazards that consistently drive injuries, illnesses, and citations. Employers should expect ongoing emphasis on heat-related hazards, and high-injury industries, including warehousing, logistics, distribution centers, and manufacturing operations. It is anticipated that OSHA will be using the data they collect every March 2 to identify industries and individual companies for enforcement. Any printing operation with more than 20 employees is required to report the summary data from their Form 300A for the previous year by March 2 of the following year, even if there are no recordable incidents.”

On the flip side, many states are going in a different direction, making safety compliance more challenging in the months ahead than they perhaps were in the past. “Certain states with state OSHA plans are gearing up to move in a more comprehensive direction, creating diverging enforcement landscapes across the country,” Jones explains. “The states that tend to be more active are California, Maryland, Michigan, Oregon, and Washington.”

No matter what state a print service provider operates in, expect there to be different standards for state and federal safety compliance to be aware of and maintain.

As far as what printers should be doing to prepare themselves, Jones says, “Printing operations should focus on core safety programs such as heat exposure, hazard communication (i.e., chemical safety), machine guarding, lockout/tagout, and amputation prevention to align with federal expectations. A good starting point is the list of the 10 most cited OSHA violations for printing, available on printing.org. Printing operations in state-plan states must track what is happening in their state and prepare for aggressive enforcement and stricter requirements to maintain compliance and strong safety performance.”

Postal Reform on Our Minds

Stephanie Buka, Government Affairs Manager

Stephanie Buka, the government affairs manager at PRINTING United Alliance, took a look at some of the legislative issues impacting printers, with an emphasis on what’s going on with the United States Postal Service (USPS) and postal reform.

It’s a service that is critical to all printers, even those that don’t do direct mail specifically, since nearly every job has some kind of shipping or mail required at some stage of the process. Printers, Buka notes, count on a reliable and affordable mail stream.

But the USPS has had its share of problems the past few years, and Buka doesn’t believe they will be solved any time soon.

“Despite its essential role, USPS continues to face significant financial challenges, reporting a $9.0 billion loss in FY 2025,” she says. “To help avert potential insolvency as early as 2028, the Alliance — alongside coalition partners Keep US Posted and the Coalition for a 21st Century Postal Service — is urging Postmaster General David Steiner to pursue meaningful reforms, including those outlined in the USPS SERVES US Act (H.R. 3004). One key provision would allow USPS to invest in existing assets in private funds to generate stronger returns and improve its financial stability. Encouragingly, Postmaster General Steiner has indicated plans to introduce reforms by the end of the first quarter of 2026. The Alliance looks forward to working collaboratively with USPS leadership to help place the Postal Service on a more sustainable, long-term path.”

Reforms aren’t the only changes to come in 2026 for the postal service, either. Expect more rate increases to come, with Buka explaining, “USPS is set to implement another round of price increases for shipping services in January 2026, with Ground Advantage facing the steepest hike at nearly 7.8%. Priority Mail will rise by approximately 6.6%, followed by Parcel Select at 6% and Priority Mail Express at 5.1%. While First-Class Mail stamp prices will remain unchanged in January, an increase is anticipated in July 2026 — continuing a broader trend of upward pressure on mailing costs. And since 2007, mail volume has declined by roughly 68%, placing sustained strain on USPS finances.”

Congressional oversight is another area to watch, as they will ultimately play a large part in which reforms are enacted and how effective they are. Buka notes, “On June 24, 2025, a subcommittee of the House Oversight and Reform Committee convened a hearing titled ‘The Route Forward for the U.S. Postal Service: A View from Stakeholders,’ providing an important forum to discuss the future of USPS. The Alliance is hopeful that Congress will hold a similar hearing in 2026 to continue examining the urgent need for reform and long-term solutions.”

So where does this leave the average printer that needs to get jobs out the door?

“Printers should take advantage of the wide range of discounts and programs the USPS offers,” Buka says. “Proactively communicate the impact of rate changes and the strategies available to mitigate costs. Plan for potential increases in postage costs when negotiating contracts with suppliers and clients.”

Further, she notes, “Postal rates, service standards, and operational reforms will continue to evolve, directly affecting costs, delivery timelines, and customer expectations. Printers should closely monitor USPS developments, build postal considerations into pricing and production decisions, and actively engage in advocacy efforts to ensure policymakers understand how postal reliability and affordability are essential to the success of the printing and mailing industry.”

In the end, advocacy — about all issues impacting the printing industry, not just postal reforms — is critical to ensure those who make far-reaching decisions that could impact businesses hear our industry’s voices. Visit PRINTING United Alliance’s Advocacy Center at printing.org, to take action.

To become a member of the Alliance and learn more about how our subject matter experts can assist your company with services and resources such as those mentioned in this article, please contact the Alliance membership team: 888-385-3588 / membership@printing.org.