The Print Comeback: Why Gen Z and Millennials Are Driving a New Era of Print

At EMCO Print & Mail, we’ve been in the print and mail game long enough to recognize a trend when we see one—and right now, one of the most surprising and exciting shifts is this: younger generations are falling in love with print.

That’s right. Despite growing up in a world dominated by screens, Gen Z and Millennials are embracing physical media like books, photos, zines, and postcards. For local businesses looking to stand out, this print revival presents a golden opportunity to engage audiences in a more meaningful, memorable way.

Let’s explore what’s driving this analog comeback and how your business can tap into it.

Gen Z Is Printing More Photos Than Boomers

A recent article from The New York Post reveals a fascinating stat: Gen Z is printing twice as many photographs as older generations, including Baby Boomers. Researchers found that revisiting memories makes them stronger, but people are likely to take photos with their phones--and then never look at them again. Younger generations are changing that. Photos aren’t just being posted—they’re being pinned, gifted, scrapbooked, and displayed in homes, at school, and in offices. 

In an era of endless digital photos, the decision to print suggests a desire for permanence, tactility, and emotional connection. For businesses, this is a cue to explore tangible marketing formats like postcards, Polaroid-style photo prints, and printed giveaways that feel personal and nostalgic.

#BookTok and the Literary Boom

#BookTok is a TikTok-fueled movement that has revived the popularity of printed books, pushing titles up the bestseller lists and sending thousands of young adults into libraries and bookstores. What’s behind this? A craving for real, sensory experiences that can’t be swiped away, plus a desire for unique “vintage” experiences and a relief from things that feel like work or even passive entertainment.

Bookstores are increasing in numbers, and their sales are up. TikTok’s parent company even teamed up with Zando Projects to publish hard copies of its popular 8th Note Press books, which market page-turner titles to younger audiences. The new joint imprint plans to release 10-15 books per year.

For businesses, these are strong signals: catalogs, magazines, printed guides, and even serialized mail campaigns can capture attention and build loyalty—especially if they’re designed with storytelling, design, and texture in mind. These physical experiences are regaining value among younger consumers who see them as authentic and curated. Think of your mailings not just as information delivery, but as experiences. Use high-quality paper, bold design, unexpected folds, and texture to create mailers that get kept and shared—not tossed.

Screen Fatigue Is Real—and Print Is the Cure

After years of remote work, online classes, and social media overload, Millennials and Gen Z are reporting higher levels of screen fatigue. Many are intentionally unplugging with "digital detoxes"—turning to activities that don’t involve notifications or blue light.

Print marketing, with its calm, flicker-free nature, fits beautifully into this movement. A direct mail piece or a postcard picked up at a local shop offers a pause in a digital day—something that can be held, flipped through, and set aside without disappearing into a feed.

The Tactile Advantage: Print Stimulates the Senses

There’s something powerful about the feel of print—textured stock, embossed logos, the weight of a well-designed catalog. These elements tap into the tactile preferences of younger consumers, who are actively seeking grounded, multisensory interactions.

Print can feel luxurious, authentic, or handcrafted—whatever message your brand wants to convey. In a digital world, that sensory edge is a serious advantage.

Print Works Even Better with Digital

Don’t ditch your digital strategy—but don’t underestimate the impact of combining it with print. Catalogs, mailers, and printed inserts can drive traffic to websites, offer QR codes for instant promotions, or act as leave-behinds after events or meetings.

Multichannel marketing is more effective when print is part of the mix. It extends your reach, reinforces your message, and provides an enduring physical reminder of your brand.

How EMCO Print & Mail Can Help

Our local clients get great results with print—from Gen Z-friendly postcards and photo-style promotions to high-touch mailers that cut through the noise. If you’re looking to connect with a younger audience that values authenticity, print is the medium you shouldn’t ignore.

At EMCO, we’ll help you craft messaging and design that resonates. Whether you’re running a local event, announcing a new service, or just want to stay in touch with your audience in a personal way, our commercial print and mail services are designed to help you stand out. Contact us today to get started.