physical touchpoint. Data moves between channels, letting marketers refine messages, trigger automated follow ups, and measure engagement properly. It’s not about replacing one with the other, it’s about building a joined up experience where both do what they do best. What I’ve Seen at Latcham At Latcham, I’ve seen just how much appetite there is for this kind of approach. We’re building digital services to sit alongside our established print work, making sure we keep up with what customers need. We listen, we adapt, and when budgets or strategies shift, we don’t panic – we look for opportunities instead. For example, we can now offer the membership sector a fully omnichannel communication service, using channels such as SMS, email, push notifications, and of course print. This allows us to create truly tailored communication strategies for each individual membership organisation, as well as each of their members. Since being able to confidently offer this, we’ve seen a significant increase in membership organisations interested in our services. I’ve also seen this mindset reflected across the sector. Businesses may be taking different routes, but the determination to keep evolving is consistent. The amount of innovation I’ve seen in just one year has been genuinely impressive. The Community That Makes Print Special But what has stood out most, and what many young people say as well, is just how supportive the print community is. The industry is very self-aware: it knows it has an age gap and that fresh talent is essential. But instead of becoming protective or closed off, people go out of their way to share what they know. I’ve lost count of the number of experienced professionals who have taken time to explain something, offer guidance, or open a door that they didn’t need to. That generosity played a big role in me receiving the Young Leader Award. One moment that sticks with me happened at an event where a managing director spent half an hour talking me through their strategy simply because I was curious. No agenda, no expectation, just a genuine willingness to help someone newer to the industry. The more time I spend in print, the more I realise how common that openness is. This kind of culture isn’t just “nice to have” it’s one of the reasons the print industry continues to evolve. When people share knowledge freely, younger professionals progress faster, new ideas spread more quickly, and the industry becomes more resilient to change. One thing I have therefor learnt, is don’t be afraid to ask questions. People in print can be incredibly generous, but they can only help you if they know what you’re curious about. If you are new to the industry, start conversations, and seek out mentors. Many leaders are keen to support rising talent. Get involved in events and associations. The more you show up, the more the community shows up for you. In a time when many sectors talk about collaboration but struggle to live it, print does it. People share insights even if their businesses compete. They introduce you to others without expecting anything in return. They want the next generation to succeed because they care about the future of the sector. Investing in the Future: Having learnt so much from people in the industry is why I’m so passionate about helping bring young talent into print and giving back to the industry that has given me so much. My work with YPIP (Young People in Print), founded by Elizabeth Bowerman, focuses on getting print back into university conversations. That includes courses like my own Marketing Communications degree, where print was barely mentioned. When they see that print is integrated with data, automation, digital service design, and sustainability, it genuinely opens their eyes. Not necessarily because they’ll all end up working in print, but because even having the knowledge helps them make better, more informed decisions in future roles. Even if someone ends up in marketing, communications, procurement, UX, or strategy, understanding the potential of print makes a massive difference to how they approach campaigns and channels later. It means print isn’t dismissed, overlooked, or misunderstood; it’s used more intelligently. Print isn’t dying. Print is evolving, and I’m proud to be part of the generation helping shape what comes next. ▲[L toR] Rebekah Hughes with Peter Horwood from Imprint MIS, who presented her with her IPIA award My great grandmother worked in print in the 1950s, then my grandfather, then my dad, and now me FRESH PERSPECTIVES | REBEKAH HUGHES ▲Rebekah Hughes graduating from her Marketing Communications degree 28 Issue 359 - March | April 2026 email: editor@printmonthly.co.uk
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