Why Gen Z Is Turning to Print in a Digital World

In the digital age, it’s easy to assume that print has no place in the lives of Gen Z, especially with smartphones, TikTok, and AI-generated content dominating daily routines. But recent research tells a different story. As a digitally native generation, Gen Z is surprisingly receptive to physical media. In fact, 72% of Gen Z ( and Millennials) say they wish more brands would communicate with them via mail (Harris Poll, 2025). 

So, why the unexpected shift toward print? 

Here’s why brands should reconsider print as a strategic, modern tool in their Gen Z marketing mix: 

1. The Gratification of Unplugging 

Gen Z might be glued to their screens, but they’re also seeking ways to disconnect. A striking 81% of Gen Z say they wish it were easier to unplug from their devices (Harris Poll). Print provides the calm, distraction-free experience that they’re looking for. 

Unlike digital platforms filled with pop-ups, notifications, and autoplay videos, print is immersive. It demands focused attention, creating a sensory experience that digital simply can’t replicate. 

And it lasts longer, too. A recent JICMail study found that business mail remains in the home for an average of 8.9 days, a significant contrast to the fleeting seconds of attention most digital ads receive. Print offers staying power in a world of endless scrolls. 

2. Print is Credible & Trustworthy 

There’s a lot of things you can’t trust in 2025. In an era of deepfakes, misinformation, and synthetic content, trust is a rare commodity. Gen Z may be digital-first, but that doesn’t mean they automatically believe what they see online. 

82% say they trust print more than digital advertising, and 71% feel that print catalogues and magazines convey a stronger sense of authenticity (Harris Poll). For younger audiences, tangible formats carry weight, literally and metaphorically. They perceive print as more thoughtful, deliberate, and less prone to manipulation. 

3. Authentic & Emotional Resonance 

Not only is print credible, but it’s also something you can feel. Gen Z is drawn to aesthetics, design, and the tactile quality of print. The feel of high-quality paper, the texture of a matte finish, and the intentional layout of a well-designed piece is sometimes all it takes to convey authenticity. 

This emotional connection drives action, as 78% of Gen Z and Millennials say that receiving physical mail has prompted them to visit a physical store (Harris Poll). That makes print both memorable and effective, connecting emotionally and converting successfully. 

4. Interactive & ‘Phygital’ Experiences 

A print journey doesn’t end when the envelope is opened, it’s a gateway to digital. Brands are creating hybrid experiences with QR codes, AR layers, and personalised mailers that bring print to life. 

This blend is working. In Q1 2025, 53% of purchases driven by mail were completed online, which is a record high (JICMail). Gen Z responds well to this synergy, with 84% saying they value brands that blend physical and digital experiences seamlessly (Harris Poll). 

If done right, print opens the door for digital to continue the journey.  

5. Personal Memories in Print  

Despite being the generation of Stories and Reels, Gen Z is bringing moments off the screen and into the real world. 43% regularly print their digital photos, twice the rate of older generations, and do so an average of four times per year (Haven, 2025). 

This behavioural insight reveals something deeper, the physical act of printing helps solidify memory. And in a world where digital content is fleeting, the permanence of printed keepsakes is valued more than ever before. 

6. Sustainability Matters 

If there’s one generation that values sustainability, it’s Gen Z, and print can align with their values if done responsibly. Brands that demonstrate care in sourcing by using recycled paper, vegetable-based inks, or biodegradable packaging, earn trust. 

62% of Gen Z prefer to buy from sustainable brands, so when your print material is eco-conscious, it speaks volumes (First Insight).  

7. Higher Engagement & Retention

Print isn’t just seen, it’s read. Gen Z engages more deeply with printed materials than with emails or social ads. They linger, flip pages, and take in brand messages at their own pace.  

This engagement pays off. 42% of Gen Z say they are more likely to read and engage with physical mail than they were last year, showing a growing appetite for tangible, offline authenticity (JICMail, 2025). And unlike digital messages that are often skimmed or deleted, printed content leaves a lasting impression. 

What this means for marketers: 

Quality & Design:  

Invest in premium materials and intentional layouts to reflect brand authenticity. 

Phygital Print: 

Use QR codes, AR, or hashtags to extend the offline journey online.  

Personalised Mail:  

Hyper-personalise direct mail to individuals, boosting relevance and conversion.  

Sustainable Choices: 

Use recycled or biodegradable materials to align with Gen Z values. 

Memory Marketing: 

Offer keepsakes like printed photos or tickets to create emotional bonds. 

Conclusion

In an oversaturated digital world, print offers clarity, credibility, and connection. For Gen Z in 2025, holding something real, whether that’s a brochure, a mailer, or a printed photo, is refreshing, intentional, and trustworthy.  

Print isn’t only surviving; it’s evolving and bridging sensory experiences with digital depth. 

A well‐crafted, purpose‐driven print campaign isn’t nostalgia, its innovation, and it resonates powerfully with the values and behaviours of today’s Gen Z. 

Want to dive deeper into how different generations engage with communications? Download our latest whitepaper, Shift Got Real, for insights into generational preferences, plus practical strategies to help your marketing cut through, whether it’s in print or on screen.