How can we help?

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. 

Regulation and creativity. Compliance and connection. These pairs rarely appear in the same sentence, let alone the same strategy. But in financial services, where trust is earned message by message, it’s time for a mindset shift. 

Too often, compliance is treated as the final hurdle in the communications process as a legal review or a box to tick. But what if we stopped seeing regulation as the enemy of innovation and started viewing it as a tool for building better relationships? 

In our latest 20-minute masterclass, ‘Is Compliance the Enemy of Connection?’, MBA explores how financial services brands can use regulatory pressures as a launchpad for smarter communication, deeper engagement, and real competitive advantage. Led by our experts in strategy, brand and digital execution, the session is packed with actionable insight for teams looking to do more than just meet the standard, and actually raise it. 

What’s inside? 

From Rulebook to Roadmap 

Presented by Leo Barber, Solutions Director at MBA Group

We start with strategy, rethinking compliance as a creative brief rather than a barrier. With evolving expectations from regulators like the FCA, it’s no longer enough to be technically correct. Communication needs to be clear, timely, relevant, and crucially, tailored. From message scoring to journey mapping, we explore how leading firms are using data and segmentation to design experiences that build lasting trust. 

The Voice of Trust 

Presented by Paul Irwin, Creative Director at Studio Certain

Next, we turn to brand. Because although what you say matters, how you say it matters more. In regulated industries, consistency, tone and empathy are your most powerful tools. This section looks at how brands can embed warmth and clarity into even the most formal communications, and how aligning brand and compliance teams early in the process leads to more human and effective outcomes. 

Empathy in Action 

Presented by Leilah Aintaoui, Founder at VideoSmart

Finally, we dive into execution. Here, it’s all about empathy in action. From personalised video to accessible formats and channel choice, we show how digital tools and behavioural insight can help financial services brands deliver communication that resonates across every demographic and every moment that matters. 

Why it matters 

In an era of falling financial literacy, shrinking attention spans, and rising customer expectations, doing the minimum simply isn’t enough. Regulation gives brands the framework and the permission to go further.  

So, if you’re ready to move beyond the tick-box approach and explore how compliance can drive real impact for your business, this session is for you. 

Watch the masterclass now!

We’re pleased to share that MBA Group has been named as a supplier on Crown Commercial Service’s (CCS) Print and Digital Communications framework (RM6297). This appointment provides public sector organisations with a trusted, compliant route to access our full range of print and digital communication services.

About Crown Commercial Service (CCS)

Crown Commercial Service (CCS) supports the public sector to achieve maximum commercial value when procuring common goods and services.In 2023/24, our customers achieved commercial benefits equal to £4.9 billion. Commercial benefits include factors such as cost savings and reaching carbon net zero targets.

What the Framework Covers

The Print and Digital Communications framework (RM6297) enables government departments, local authorities, and other public sector bodies to procure communication services through an established, pre-approved agreement.

MBA Group covers a broad scope of services across print, digital, and multi-channel delivery – from secure document production to personalised, digital-first communication solutions.

How Suppliers Are Named on a CCS Framework

Suppliers are named on CCS frameworks through a formal procurement process. This involves responding to an official tender and providing detailed information about service capabilities, operational processes, security measures, and pricing, aligned with the framework’s requirements.

Our appointment means public sector organisations can now access our services via a compliant, streamlined procurement route.

The Role of Print and Digital Communications in the Public Sector

The way public sector organisations communicate is evolving. While printed communications continue to play a vital role for formal, secure, and essential correspondence, there’s growing emphasis on digital solutions that offer speed, accessibility, and convenience.

Public bodies are increasingly adopting integrated, multi-channel approaches to meet the needs of a diverse, digital-first audience while maintaining inclusive services. Through this framework, MBA Group’s services support this shift, enabling organisations to combine trusted print solutions with digital communications to enhance operational efficiency and improve engagement.

Delivering Trusted Communication Services

With over 40 years of experience in customer communications management, MBA Group offers a full range of services designed to support the public sector’s evolving needs, including:

As Danny Clarke, Director at MBA Group, explains:

“Being named as a supplier on the Crown Commercial Service framework marks a significant milestone in MBA Group’s mission to support public sector organisations in delivering meaningful, effective communications. We’re not just offering services — we’re enabling transformation.”

We look forward to working with public sector organisations as they continue to modernise, improve, and future-proof their communication strategies.

With the pressure of rising customer expectations, dwindling attention spans and an increasingly diverse customer base, financial services organisations are increasingly seeking the answer to a critical question:

How do you create experiences that feel relevant to everyone, when each generation sees the financial world through a completely different lens?

Financial services need connected communication strategies that bridge generational divides, build genuine trust, and make every customer feel like an individual – not just another account number. 

From Transactions to Relationships – The Digital Financial Shift

Over the past decade, there has been a consistent drive for financial service organisations to digitise. Smartphones are the new high street. Advice is being sourced from social platforms before professionals, and the way people engage with money is being shaped by the platforms they use and the experiences they expect.

But as things get more automated and data-driven, there’s one thing that shouldn’t get lost – technology should deepen, not diminish, human connection. With more noise and parties competing for their attention than ever before, customers crave clarity, confidence, and connection in every interaction. 

So what does this mean for financial brands? That they must do more than digitise – they must humanise.

Why Generational Gaps Matter

Financial services have traditionally centred their communications around products and policies, building reputations on transactions rather than relationships. But what is often forgotten is that financial services are deeply human. Behind every transaction is a couple buying their first home, a well earned retirement trip being booked, or a future being invested in.

In today’s day and age, there is no such thing as purely transactional comms in financial services. Every letter, email, call and video is building trust and setting the foundations for a long standing relationship. 

The challenge? Every generation defines a ‘good experience’ differently; there is no one-size-fits-all solution. 

Gen Z values speed, relevance, and clarity. Millennials look for seamless journeys and digital autonomy. Gen X and Boomers often favour reassurance, guidance, and face-to-face trust. One message doesn’t land the same way across these groups, and in many cases, it doesn’t land at all. 

If financial providers can’t adapt their tone, timing, platforms and language to resonate with this generational flux, they risk becoming not just outdated, but out of touch. 

Shift Got Real: Navigating Generational Flux in Financial Services

From Gen Z’s content-centric, social-first mobile behaviours to Boomers who prefer face-to-face interaction meeting customers where they are is crucial. Humanising communications across the customer base is a fundamental shift that must be actioned, and by speaking to people in ways that resonate at every life stage, financial brands can build trust, inspire action, and drive long-term loyalty.

Our latest whitepaper, ‘Shift Got Real: Navigating Generational Flux in Financial Services’ explores how financial institutions can better understand, and more meaningfully engage their customers, regardless of their demographic. 

We provide three essential lenses to help financial brands centre their innovation strategy: 

Innovate, but don’t alienate.

Technology drives progress, but human connection defines success. How can financial experiences bridge the gap between cutting-edge innovation and emotional understanding? 

Tailor the touchpoint, unify the vision.

We explore how you can create personalised interactions at scale that maintain a consistent brand identity, using platform-specific insights to communicate with genuine relevance.

Lead the shift, mind the gap.

At the core of meaningful innovation is customer centricity. We dive into what it means to be truly audience-led, from using smart data and timing to reshaping physical and digital touchpoints for every generation.

Download the whitepaper to start building future-ready engagement strategies rooted in empathy, relevance, and trust:

Our Digital Growth Director, Leilah Aintaoui, recently stepped into the Financial Services Forum studio to deliver a two-minute elevator pitch about MBA Group; who we are, what we do, and why it matters to financial services brands. In just a short time, she captured the essence of how we help clients connect with their customers in smarter, more impactful ways.

But the real story stretches back four decades.

This year marks MBA Group’s 40th anniversary; a milestone that reflects not just longevity, but constant reinvention. We began as innovators in print, supporting some of the UK’s most trusted financial institutions with essential, high-integrity communications. Fast forward to today, and we’re delivering intelligent, data-driven experiences across every channel, bringing strategy, creativity, and technology together to help brands deepen customer relationships and drive results.

What’s changed? Almost everything. Customer expectations have shifted. Journeys have become more complex. The line between physical and digital has blurred. Yet what remains constant is the need for communication that cuts through the noise, whether that’s a beautifully crafted piece of print that lands on a doormat, or a personalised video explaining a customer’s pension contributions.

At MBA Group, we’ve grown in parallel with the financial services sector. Our investment in technology has empowered clients to turn data into meaningful action; enabling segmentation, automation, and insight-driven campaigns that speak directly to audience needs. Meanwhile, our creative and strategic brands, including our video technology team and in-house design agency, continue to push boundaries with content that’s informed by behavioural science and driven by outcomes.

Financial services brands face a unique challenge: communicating complex topics in ways that are simple, accessible, and engaging. That’s where solutions like personalised and interactive video shine. They make the complex feel clear, the generic feel personal, and every interaction measurable.

But for all the tools and tech at our disposal, one thing underpins everything we do: people. Our teams work in partnership with clients, from initial consultation to delivery and optimisation, bringing deep industry knowledge, strategic thinking, and a shared ambition to keep moving forward.

If you’re curious to see how our 40-year evolution translates into future-ready communication to bring value to financial services, it’s best to hear it from her directly. 

Watch the video below.

View the video on the FSF Knowledge Hub here.

At MBA, we pride ourselves on celebrating our team’s diverse talents, and Phil Dean, founder of Studio Certain, exemplifies this perfectly. When ITV London News approached Phil for a special feature on ‘Hidden London’, he brought the same creative passion he brings to our agency, transforming the ordinary into something extraordinary.

As the renowned Shoreditch Sketcher, Phil guided Sally Williams through Smithfield, unveiling a neighbourhood that’s far more than just a location on a map. It’s a living canvas of London’s history, where every architectural detail tells a story and Phil describes it as a “sketcher’s dream”. From a hidden 30-foot-high statue of Henry VIII at St. Bart’s to untouched World War I bomb damage, Phil’s tour revealed the extraordinary within the seemingly ordinary.

When asked to describe Smithfield in one word, Phil’s response was simple yet profound: “History.”

Perhaps most memorable was Phil’s philosophy of “always embrace the wobble” – a metaphor that perfectly captures both his sketching style and professional approach. This creative insight makes us proud to have Phil as part of the MBA family, showcasing how our team’s passions extend far beyond the workplace.

Watch the video below!

Follow Phil’s Sketching Journey

Phil regularly teaches urban sketching workshops and posts drawings from cities around the world using his popular Instagram account, @shoreditchsketcher, which has more than 100,000 followers.

You can also explore his website: shoreditchsketcher.com, and YouTube channel: @shoreditchsketcher5725.

Its our 40th Anniversary. Look out for our commemorative stamp celebrating four decades of transformation…and stay tuned as we craft an immersive journey through our history, launching later this year.

When it comes to healthcare, every journey is unique. You can no longer adopt a one-size-fits-all approach. That’s why personalisation plays such a vital role in delivering effective care and improving patient outcomes. Healthcare decisions are deeply personal, from the way you receive appointment reminders to how treatment recommendations and plans are communicated. Naturally, patients expect their healthcare experience to align with that.

Through personalisation, healthcare providers can significantly improve patient engagement by tailoring each touchpoint to individual needs, preferences, and circumstances. This approach creates more meaningful connections that lead to sustained, trusted relationships. According to a McKinsey report, 71% of consumers expect companies to deliver personalised interactions and 76% get frustrated when this doesn’t happen.

Before you read on…
We filmed a webinar all about delivering personalisation at scale in healthcare, featuring expert insights, real-world examples, and actionable strategies.
If you prefer to watch and listen, catch the on-demand replay here.

Key Pain Points and How We Solve Them

Establishing Trust and Recognition

Before implementing personalisation strategies, it’s essential that your brand clearly reflects your mission and values. In a healthcare environment where patient trust is crucial, your brand serves as the foundation for every interaction and experience. In fact, a recent report found that 71% of consumers are more likely to buy from a brand they trust.

A comprehensive brand audit evaluates how your brand positioning resonates with patient expectations and differentiates you in a sector where patients have more healthcare choices than ever before. 

This strategic assessment examines your visual identity, digital presence, and communication approach to identify opportunities for creating deeper patient connections. 

Discover insights about your brand’s healthcare positioning with a complimentary healthcheck.

Strengthening Patient Relationships

Meaningful patient relationships start with clear, engaging communication. Personalised video helps healthcare providers connect on a deeper level, making complex information more accessible and compelling. Whether delivering health reports, care updates, or wellness reminders, video enables providers to share personalised information at scale—while preserving the human touch essential to healthcare.

The power of this personal approach is clear – our clients achieve 75% increase in engagement rates with personalised video, turning routine communications into meaningful moments of connection.

Why not try it for yourself? Create your very own personalised video.

Improving Acquisition, Recall & Reducing Admin

Healthcare providers can transform appointment management, patient recall, and administrative tasks with automation. Automated journey planning enhances patient relationships while reducing inefficiencies and freeing up valuable resources needed in this sector specifically.

One leading healthcare provider used our automation platform to shift from postal to digital-first communications, leveraging patient data to deliver timely, relevant messaging. This approach achieved a 68% reduction in print costs, while personalised content drove email open rates to 60% – a 76% increase above industry average. An improved digital appointment scheduling experience also significantly reduced inbound administrative requests, allowing for resources to be used on other necessary tasks.

Experience the power of automation—enrol in a demo patient journey here.

The MBA Way

You may recognise the value of personalisation but feel it’s complex or resource-intensive to implement. That’s where we come in. We specialise in delivering personalisation at scale, helping healthcare providers create simply powerful communication. By leveraging your brand and data, we’ll help you deliver exceptional personalised experiences that transform patient engagement and drives measurable outcomes.

Want to dive deeper into personalisation at scale in healthcare?
Our expert-led webinar explores proven strategies, real-life case studies, and practical advice on how to start smart.
👉 Watch the on-demand replay here.

Founded in 1984 by Bachar Aintaoui and Linda Bosch, the company has transformed from a local mailing service into a leading force in multichannel customer communications, now operating six innovative brands across traditional and digital channels.

“Our journey from a modest mailing service to a technology-driven communications leader reflects our unwavering commitment to prudent growth and continuous innovation,” says Sami Aintaoui, CEO of the MBA Group. “By maintaining our independence, we’ve been able to make strategic investments with a long-term view, that positions us at the forefront of the industry’s ability to affect digital change for our clients.”

Under the leadership of the next generation and a strong management team, with Sami Aintaoui as CEO and Leilah Aintaoui as Digital Growth Director, MBA Group has expanded its portfolio to include MBA, Studio Certain, Intilery, Dots, VideoSmart, and Vidiu—an AI-powered video creation platform. This diverse brand portfolio demonstrates the company’s evolution from traditional print services to comprehensive digital solutions.

MBA continues to invest in technological advancements to improve its ability to work with clients to deliver effective and efficient communications. Its more recent investment in high security IT infrastructures reflects its commitment to offer a secure, robust and flexible environment in which to manage its clients’ high end and valuable communications. The company’s workforce of over 250 professionals continues to drive innovation and customer service excellence. MBA Group’s success stems from its team’s passion and focus on the client, led by the Executive Team. Every investment made, whether in technology, infrastructure, or the team—reinforces the Group’s commitment to long-term customer partnerships.

Looking ahead, MBA Group has launched an ambitious Sustainability Development Plan, incorporating climate reduction targets alongside community and employee development initiatives. The company continues to expand its digital offerings while optimising operations at its Tottenham and Warrington facilities.

As MBA Group enters its fifth decade, its transformation accelerates under a clear vision: transforming customer data into meaningful communications that drive business growth, while maintaining the values of innovation, integrity, and excellence that have defined its first 40 years.

—–

About MBA Group

MBA Group is a leading multichannel communications provider, offering innovative solutions across print and digital channels. Founded in 1984, the company has grown to encompass six specialist brands, serving clients with cutting-edge technology and data-driven communications solutions. For more information, visit mbagroup.com

In 2025, print continues to hold its own as a powerful marketing channel, particularly when integrated with emerging technologies to match modern consumer expectations. Here are five key print marketing trends shaping 2025:

1. The Power of Direct Mail

It’s time to dispel the myth that mail marketing is on its way out. In a world saturated with digital noise, direct mail holds a unique power that digital media struggles to replicate. Physical mail creates a tangible, memorable, and long-lasting impact. When paired with personalisation, it becomes even more effective at capturing the attention of recipients and driving action.

Why it matters:

2. Personalisation at Scale

Personalisation is no longer confined to digital channels; print marketing has embraced it as well. Advancements in print technology make personalisation at scale both practical and impactful, allowing marketers to connect with their audience on a more meaningful level.

With 71% of consumers expecting personalisation in 2025 and 76% expressing frustration when brands don’t deliver, personalising mail campaigns is no longer optional but essential.

Key opportunities:

3. Sustainable Materials

Sustainability remains a top priority for consumers in 2025, and print marketing is adapting by incorporating eco-friendly practices. Brands are increasingly turning to recycled paper, soy-based inks, and sustainable packaging materials to meet consumer expectations.

Emerging trends:

4. Interactive Print

Interactive print merges traditional print with cutting-edge technology to create engaging experiences. QR codes, augmented reality (AR), and near-field communication (NFC) are just a few tools being used to bridge the gap between print and digital.

What it enables:

5. Integration of Print and Digital Marketing

2025 is the year of seamless integration between print and digital marketing. By combining the best of both worlds with physical and on-screen messaging, brands can create cohesive campaigns that amplify their message and enhance customer engagement.

How it works:

Closing Thoughts

Print marketing in 2025 is more innovative, personalised, and impactful than ever before. By embracing these trends, businesses can stand out to deliver memorable experiences that resonate with their audience.