Attracting and keeping young talent in UK print & packaging: what’s working and what still needs work

If you ask a room of Gen Z what ‘print and packaging’ means, many picture ink-stained presses and cardboard boxes, not colour management in the cloud, data-driven workflows, brand design, automation, AI-enabled quality control or circular-economy innovation. That gap between perception and reality is at the heart of our sector’s talent challenge and also our biggest opportunity.

What’s moving the needle?

·       Apprenticeships and early-entry routes. More firms are building structured apprenticeships and school-leaver roles with real rotations – including pre-press, production, estimating, customer service and sustainability - so young people see the breadth of career opportunities from day one. Where employers add a clear milestone path (e.g., Operator → Cell Lead → Planner → Account Manager), completion and retention can jump.

·       Education partnerships. Company visits, talks at schools, and guest lectures at universities turn our invisible industry into tangible careers. Packaging labs, print rooms and factory tours demystify processes and showcase modern kit including automation, digital print, robotics, alongside sustainability projects that matter to Gen Z.  This is where the team at YPIP have led the way.

·       Employer branding with purpose. The most successful companies deliver recruitment campaigns that lead with impact: reducing waste, designing for recyclability, cutting carbon, and enabling inclusive brand experiences through accessible print. Social videos from real apprentices and young managers also outperform glossy brochures every time.

·       Mentoring and peer communities. Buddy schemes, reverse mentoring (young staff coaching leaders on digital culture for example), and cross-company networks help early-career professionals build confidence and stay.

·       Flexible development. Bite-size learning, job shadowing, and stretch projects beat one big annual course. Clear skills and career plans tied to pay progression make growth feel concrete and fair for today’s young employees.

What’s still in the way?

·       The image problem. Many students think print is “yesterday’s tech” and packaging equals “waste.” We need to reframe these beliefs: this is a design-to-delivery, data-rich, net-zero-critical industry. Show the digital backbone (MIS, colour science, automation) and the sustainability science, not just the end product.

·       Competing with shinier sectors. Tech, biosciences, finance and marketing businesses dangle hybrid perks, slick brands and rapid progression. We must benchmark pay transparently, offer flexible shifts where operationally possible, and spotlight career acceleration stories in print and packaging, not just long-service medals.

·       Non-existent education pathways. Many schools don’t know where to signpost pupils. Firms that co-create modules and work with the educators in schools and colleges, support T Level placements, or sponsor kit and competitions rise above the noise and build a pipeline that actually knows we exist.

·       Lack of opportunity awareness. Young people rarely see roles beyond printer or packer. We should advertise for data analyst (print performance), automation technician, sustainability technologist, client success for FMCG brands, colour management specialist, estimator and pre-press designer - with plain-English explanations.

·       SME bandwidth. Smaller companies often lack HR and marketing firepower. Regional employer groups and industry trade associations can share content, talent pools and training resources so every firm doesn’t have to reinvent the wheel.

Five practical plays any employer can start now

1.      Tell your impact story on video. One-minute clips: “How we removed 20% material,” “My route from apprentice to team lead in 3 years,” “What a colour pass looks like.” Post where Gen Z actually are i.e. YouTube, Instagram, Tik Tok and LinkedIn in short-form first.

2.      Design a 90-day runway. Structured onboarding, a named buddy, weekly feedback, and a small “win” project to present to leadership that encourages engagement and commitment to growth.

3.      Map skills to pay. Publish the competencies and the salary bands tied to them. Transparency retains today’s Gen Z.

4.      Create a sustainability lab brief. Invite applicants to solve a real packaging problem; hire for curiosity, then train for process and success.

5.      Build community. Support YPIP participation by hosting an open house or talking in your local school; host young-pro roundtables; invite students to competitions that bring creative value to your business, and get engaged in learning about what your local young talent need.

The bottom line is that our fantastic sector powers brands, protects products, reduces waste and blends creativity with engineering. When we show that truth clearly, consistently, and through the voices of young people themselves, we don’t just fill vacancies. We build careers that last.

Want to know more? Get in touch with the team at YPIP for support.