Paper Or Digital Brand Content? A Guide To Publication Preferences

With environmental sustainability becoming an increasingly hot topic, many companies are making the shift to digital brand content publications, often abandoning printed media altogether. However, the move is creating uncertainty among consumers, with surveys showing that the permanence of paper remains a preference for many. Here’s what you need to know about the current state of the debate.

A Surprising Result

In 2021, research specialists Two Sides conducted a study of consumer preferences towards branded literature, such as marketing material, product instructions, and invoices. The aim was to determine whether consumers would rather have digital or paper documentation, but to the surprise of the team, the researchers found that instead of having a clear preference, what customers really care about is choice. In the UK, 76% of respondents said that they want the option of paper documentation, despite living in an increasingly digital world.

Not Everybody Has Access To The Internet

Although the figures may seem implausible in an era dominated by digital, the Office for National Statistics (ONS) found that 6.3% of UK adults still have no Internet access. A further significant demographic has access, but do not know how to use features such as email or e-commerce. As such, failure to provide the option of printed branding materials is considered by many to be a form of discrimination stemming from unconscious bias towards the digital generation. Consequently, the ONS found that being forced online causes one-third of consumers to consider looking elsewhere for their purchase.

Consumers Are Worried About Data Security

With ransomware and phishing attacks trebling during lockdown, consumers are understandably jittery about having their information stored digitally. Almost 60% of consumers state that they would prefer invoices to be managed via paper, and this includes 58% of 25-34 year-olds. Concerns about cyber security are linked to broader fears regarding the health implications of digital devices, as well as doubts over the viability of long-term cloud-based storage. With many UK consumers reporting that they spend too much time online, printed branding solutions remain highly important.

Doubts About ‘Greenwashing’

When it comes to sustainability, companies often face a PR challenge. Unless environmental sensitivity is fundamentally ingrained in the organisational vision, efforts such as ditching paper are often viewed as a lazy way to boost a sustainability profile in a process known as ‘greenwashing’. The larger the company, the higher the level of consumer scepticism regarding the motivation for organisational actions, with digital documentation being a particularly mistrusted gesture. The move is seen, often correctly, as a cost-cutting move cynically dressed up as a green initiative. This ties in with the research from Two Sides, which emphasises that choice is strongly linked to trust.

So, Is Printed or Digital Branded Content Best?

Although digital brand materials may seem like the most attractive and sustainable option, evidence shows that consumers still appreciate marketing collateral and printed documents. This may change in the future, but for now it is good news for companies.

Printed branded materials are an important point of contact between businesses and their market, and when care and attention is paid to the colour, texture, and design, it can be a vehicle for strengthening the brand.

Get In Touch

At WK360, we provide a bespoke content creation service for both digital and printed brand content. For more information, please give us a call.

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