For modern marketers juggling ROI, shifting consumer trends and a dizzying array of channels, the real question isn’t whether print still matters — it’s which print marketing solutions actually move the needle. The answer might surprise you: It’s the strategies you already know, reimagined for today’s tactile-hungry shoppers.
“The pendulum is swinging back toward three-dimensional touch,” due to nostalgia, curiosity and a direct response to digital overconsumption, according to “The Return of Touch Report: Reimagining Consumer Engagement in 2025,” a new set of research from The Harris Poll (THP), presented by Quad.
Print marketing has been around for decades, but catalogs, packaging and direct mail have never been more relevant. They bring permanence, personality and a physical presence that digital alone can’t replicate. If you want to harness tangible marketing to build stronger consumer connections, this guide turns insight into action.
If you need to reach the next generation of shoppers … try breaking through with print marketing
Gen Z and Millennials grew up swiping, scrolling and double tapping. But endless online feeds aren’t enough anymore — 71% of shoppers say online shopping experiences blur together, according to The Harris Poll.
“What cuts through the noise? Lean into in-store experiences and packaging,” says Ashley Wacht, Head of Retail Audience Strategy at Quad. “Our research shows that 86% of Gen Z and Millennials say physically interacting with a product is essential before buying. Retail isn’t just a transaction — it’s a story, a social moment, a chance to create a shareable experience.”
Visual appeal matters, too: 62% say Instagrammable design influences where they shop, while 60% admit that waiting in line for a hyped retailer is part of the fun.
Thoughtfully designed displays or pop-ups give these shoppers something tangible to hold, photograph and share. The result? Experiences that bridge the digital-IRL divide and turn engagement into loyalty.
If you’re looking to make a lasting impact … try direct mail
Direct mail is permanence in an ephemeral world. While consumers may juggle multiple emails or phone numbers, a household remains a more reliable, lasting identifier.
Unlike fleeting digital ads, a physical mailer lands in a trusted space (i.e., a mailbox that belongs to your audience, not an algorithm.) 69% of Americans say physical mail drives them to choose a brand over competitors (Source: THP).
For marketers looking to stand out, every piece of mail is an opportunity. Personalization, timing and design innovation transform direct mail from an afterthought into a conversion engine. Today’s modern direct mail blends data targeting, pre-market testing and automated trigger-based sending to ensure each piece resonates and sticks. Tools like Quad’s Accelerated Marketing Insights allow brands to select scientifically backed creative, ensuring campaigns are proven to resonate before they even hit the market.
If you want to make a great first impression … try breakthrough packaging
Packaging is storytelling. The Harris Poll tells us that 69% of Gen Z and Millennials say packaging can make or break a purchase, and 63% have bought a product solely because of its design.
“Packaging isn’t just packaging. It’s a brand’s handshake,” says Heidi Waldusky, VP of Brand at Quad, in an interview on eMarketer’s Behind the Numbers podcast. According to her, nailing that first moment is just like making a great first impression with a handshake.
Packaging communicates quality, creativity and brand ethos before a single word is read. Unique design, unboxing moments and attention to detail turn first-time buyers into repeat customers. Print marketing solutions here aren’t optional — they’re essential.
If you want to boost loyalty … try a mix of print and digital marketing
Loyalty is built through consistent, meaningful experiences that span both physical and digital channels. Print provides permanence and authenticity that digital alone can’t. 71% of Americans say physical mail or print campaigns feel more authentic than digital marketing — while digital enables immediacy, personalization and ongoing engagement.
Younger consumers in particular are looking for a seamless blend: 84% of Gen Z and Millennials value brands that combine technology with physical experiences, according to the THP. A direct mail piece can drive traffic to a personalized landing page, a QR code can unlock an exclusive offer or a branded package can spark social sharing. Thoughtful design, timely messaging and relevant content turn each touchpoint into a memorable experience that strengthens trust and keeps consumers coming back.
If you need to outshine competitors … try meaningful tangible experiences
Success isn’t about a single touchpoint — it’s about consistency across store, home and online. Physical experiences leave lasting impressions: 81% of Americans notice when a brand goes the extra mile, and 76% say in-person retail helps them connect more deeply with brands.
Print marketing solutions enable brands to deliver surround-sound experiences. The goal: memorable, Instagram-worthy moments that translate into measurable growth.
The tactile renaissance is here
The takeaway is clear: The “return of touch” isn’t a trend. It’s a consumer demand. Physical interactions, thoughtful packaging and well-executed print campaigns deliver authenticity, engagement and loyalty that digital alone can’t. For marketers, embracing print marketing solutions is no longer optional — it’s essential to build real, lasting connections in 2025.
Q&A takeaways: Print marketing solutions that drive results
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