New Canon initiative highlights print’s ‘versatility’

February 14, 2019

In a bid to demonstrate the continuing importance and utility of print for millennials, Canon has unveiled a new Print for Action initiative.

Print has long been a powerful medium to inspire action, from promoting social change to influencing purchasing decisions. It therefore comes with little surprise to Canon U.S.A., Inc. that nearly half of Americans would feel sad in a world without print, according to survey findings released by the Company today. The Canon Print for Action Survey, conducted by Ipsos, uncovers consumers’ perception and use of printed materials, as well as the importance of print in the minds of tomorrow’s business leaders.

“We are pleased to find that, despite living in what seems like a digital world, Millennials still count on print for information and inspiration,” says Shinichi Yoshida, executive vice president and general manager, Canon U.S.A., Inc. “With our new Print for Action initiative, our goal is to highlight the power of print’s versatility by coupling Canon’s deep heritage in innovative imaging with proven statistics to educate and to help empower future business leaders.”

Statistics from the Canon Print for Action Survey reveal that the print medium has a favourable influence in many aspects of the lives of U.S. Millennials. From food and beverage purchasing decisions to study habits to relaxation techniques, print is a driving influence and one that seems here to stay. For instance, according to the Canon Print for Action Survey:

• Millennials still send printed cards.In fact, for Valentine’s Day 2018, giving printed romance cards (30 percent) won out over sending e-cards (7 percent) for Millennials. Overall, in the twelve months prior to the survey more than half (51 percent) of Millennials gave someone a printed card for a celebratory moment or a holiday compared to just 18 percent that sent a digital greeting on those occasions.
• Other than watching streaming services (56 percent), Millennials turn to books (48 percent) to relax.Nearly half of Millennials surveyed say reading a book makes them feel the most relaxed compared to activities like exercising (37 percent), cooking (37 percent) and meditating (21 percent).  
• Millennials still turn to print to plan out their days.In the twelve months prior to the survey. 43 percent of Millennials used physical calendars and 30 percent of Millennials used planners for scheduling and staying organised.

The Canon Print for Action Survey covers more than just Millennials, explains the OEM; its statistical findings span a range of demographics and market verticals. Generational findings all point toward the power of print, with only one-in-five Americans, as a whole, reporting that they rely solely on digital platforms.

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