First-of-its-Kind Printing Industry Census Reveals a Diverse Ecosystem

For the first time ever, we have put together a printing industry census. Led by PRINTING United Alliance Media Brands Editorial Director Denise Gustavson, the 2025 Printing Industry Census offers the most comprehensive portrait to date of the people who power the modern printing industry. Through its blend of statistical insights, personal testimonies, and human-centered storytelling, the report paints a vibrant picture of an industry rooted in centuries-old craftsmanship while continually adapting to new technology, shifting workforce dynamics, and evolving cultural expectations. Far from a simple demographic survey, this census captures the lived experiences, motivations, and aspirations of the professionals who give the print medium its enduring relevance.

At its core, the census demonstrates that print is — and always has been — a people-driven industry. Respondents highlight deep pride in their craft, with more than 80% saying they would choose printing again if given the chance. Their comments reveal passion for quality, creativity, and the tangible satisfaction that comes from transforming ideas into physical products. Many describe printing as both an art and a science, a field where technical mastery meets inventive problem-solving. This pride is strongly reflected in the anecdotes shared throughout the report, from memories of first learning the craft to stories of leading teams, innovating processes, and keeping family printing legacies alive.

Demographically, the industry remains anchored by experienced professionals — nearly half of respondents are between 55 and 64 — while still attracting new talent, with 16% under 45. The census reveals an industry that values learning: 25% have returned to school for additional training, and 42% hold a four-year degree.

The personal profiles included — covering everything from hair color and height to hobbies, cuisine preferences, and vacation habits — serve not as frivolous curiosities but as reminders that the industry is a diverse ecosystem of individuals whose personal lives enrich their professional contributions.

Civic engagement emerges as another defining characteristic. According to the census, 86-92% of respondents vote in every election, and 40% have lobbied on behalf of the industry. This reflects a workforce deeply invested not only in their craft but also in the policies affecting its future — from postal rates to environmental standards.

Perhaps most telling is the industry’s complex relationship with technology. While 61% express concerns about AI, a majority already use AI-driven tools and remain open to innovation. This mirrors the larger narrative of an industry simultaneously honoring centuries-old traditions and embracing the tools shaping tomorrow’s production landscape.

Ultimately, The 2025 Printing Industry Census reveals a sector defined by resilience, creativity, and human connection. It affirms that while technologies evolve, the soul of the print industry remains in the people who continue to shape it—one sheet, one idea, and one story at a time.

To download the full report, click here.

To find out more about the process to produce a report of this magnitude, check out this video with Gustavson talking about the process: