More Than Metrics: Highlighting the Humans Who Power the Print Industry

In the printing industry, we love our metrics. How many impressions were run? How many square feet of graphics were printed this year? What was the ROI of that latest equipment upgrade? We talk about print in measurable terms — units, revenue, volume, efficiency.

And those numbers are important. They assist us in benchmarking success, evaluating business health, and tracking growth over time.

But they don’t tell the whole story.

What often gets lost between the footnotes and spreadsheets is who is making it all happen. Behind every statistic is a person — a press operator, an installer, a designer, a logistics manager, an owner. It’s people who run the presses. People who troubleshoot jobs at 2 a.m. People who mentor new hires. People who innovate and adapt and keep our industry moving.

And it’s easy to forget that in a business so driven by output and efficiency.

That’s why projects like the 2025 Printing Industry Census are so important.

The Human Side of the Industry

This census isn’t really about company size or revenue. It’s about who is in the industry — what they care about, what their backgrounds are, what got them into print in the first place.
It’s about the community of professionals who keep print alive and evolving:

• The wide-format shop owner who built her business from a garage.
• The in-plant manager who’s spent 30 years adapting to every new digital shift.
• The second-generation package printer who still walks the floor every day.
• The apparel decorator who blends art and technology to turn blank shirts into brand statements.
• The promotional products expert who knows how to turn a simple giveaway into something memorable.

These are the narratives that aren't always reflected in data and the numbers. However, they are equally important. Maybe even more important.

Why People Matter

Business is personal. People do business with people. In an industry built on partnerships, relationships, and trust, knowing who is behind the print matters more than ever.

Understanding our workforce — what motivates them, how they got here, what they need to grow — is the first step toward strengthening it. Workforce development, recruitment, and retention don’t start with trends. They start with real people.

If we want to future-proof this industry, we have to see it for what it truly is: a network of individuals, all contributing something unique.

The 2025 Printing Industry Census is a rare opportunity to pull back the curtain. To move beyond the "how much" and get closer to the "who."

A Snapshot of Who We Are

We often talk about "the industry" like it’s one monolithic thing. But in reality, it’s a vibrant, diverse patchwork of businesses and people — general commercial printers, in-plant operations, sign shops, packaging converters, apparel decorators, promotional product specialists, and more.

This census will help us understand who they are:

• How long have they been in the industry
• What paths brought them here
• What they value in their work
• How their personal stories intersect with their professional lives

That kind of data doesn’t just make for an interesting read. It helps shape smarter policies, better support programs, and stronger community connections. It humanizes the industry.

Why Your Voice Matters

If you’re part of this community, your story belongs in the census. Whether you’re running a small shop or working in a large facility, your perspective adds to the bigger picture.
So yes, we’ll still measure impressions, square footage, and output. But let’s also measure passion, creativity, resilience — and the stories that drive them.

Let’s remember that the heart of this industry isn’t the press or the printer. It’s the people.

Be part of something meaningful. Take the 2025 Printing Industry Census today and help us show the world who we really are.