Printing and packaging (P&P) HR specialists face intense challenges in a fragmented sector undergoing
consolidation due to net zero and circular economy mandates, while integrating Gen Z workers amid AI,
automation, and robotics disruptions. Should they adapt recruitment to attract tech-savvy, values-driven talent or
emphasise sustainability and flexibility to counter skills gaps and high churn rates.
Indeed can you define ‘skill-gaps’ in a sector that’s having to respond to consolidation, deep change and
disruptive new entrants?
Recent studies project severe manufacturing skills shortages. Deloitte warns of a potential 2.4 million worker
shortfall by 2028, escalating to 3.8 million jobs by 2033 with nearly half unfilled due to skills mismatches. NIST’s
(National Institute of Science and Technologies) analysis identifies deficiencies in technology/computer skills
(70% of executives report shortages), problem-solving (69%), and basic technical training (67%). Top skill gaps
include digital literacy, programming for robots/automation, and critical thinking, fueled by Industry 4.0
technologies. Manufacturers struggle to meet demand, with 57% unable to fulfill orders due to capability
shortfalls.
Indeed, when you read the ‘expectations’ of the Gen Z’s as heralded by many pundits and academics it could be
argued that the ‘real-world’ has collided with some fantasy Gen Z world.
In 2026, US employers emphasise up-skilling in robotics, IoT cybersecurity, and hybrid technical expertise.
Internationally, India’s Skills Report 2026 notes similar workforce trends and gaps. Strategies like apprenticeships
and valuing non-degree credentials are gaining traction. So, where do businesses start?
Money always carries a great deal of weight in recruitment decisions, right or wrong? A prominent response to
use automation, more specifically, automation with robotics, to attract the next generation is hard to ignore. Who
doesn’t like robots, right? Unfortunately, many engineering and manufacturing companies don’t want to admit
that some Gen Z’s have little interested. What else, then? That is a key question.
Companies must dig deeper and do more than show off their flashy technology and great salaries at the
occasional local career fair to gain the next generation’s interest. They need to know what drives Gen Z and the
issues that lie at their core values and engage in conversation with them, particularly regarding sustainability and
eco-friendly products and processes. They also need to be prepared to compromise between the realities of
corporate life and the values and expectations of Gen Z.
Roberta Katz, a senior research scholar at Stanford’s Center for Advanced Study in Behavioral Sciences (CASBS),
summarizes a Gen Z as a ‘self-driver who deeply cares about others, strives for a diverse community, is highly
collaborative and social, values flexibility, relevance, authenticity and non-hierarchical leadership, and, while
dismayed about inherited issues like climate change, has a pragmatic attitude about the work that has to be done
to address those issues.
’
As Millennials transition to leadership roles in the P&P sector, attention turns to Gen Z (born 1995-early 2000s),
the digital natives entering the workforce as future designers, operators, and innovators. The P&P industry is
evolving but facing sector challenges driven by standards, laws and regulations where aspiring global acquisitive
companies with deep pockets dominate investment in automation, eco-friendly materials, and on-demand
production. These are followed by large regionally- and large nationally- focused organisations with the
investment needed re-engineer and invest. That said, they all must compete for their talent amid freelancing and
startup appeal and the the expectations of the Gen Z’s.
1. Key Characteristics of Gen Z in Printing & Packaging
a. Virtual yet social: Raised on digital tools, they expect seamless software for design (e.g., Adobe Suite, CAD
for packaging prototypes) and remote collaboration platforms. Yet, they prioritise ‘human atmosphere’
equal to salary, seeking teams for hands-on prototyping sessions and collaborative print runs.
b. Freedom and flexibility: Non-negotiable demands include hybrid shifts around machine downtime, flexible
hours for creative thinking, and ‘portfolio careers’ blending in-house roles with freelance gigs for brands like
sustainable packaging startups.
c. Entrepreneurial: Traditional print houses feel rigid; 25% aim to launch their own custom packaging ventures,
11% eye agile startups in digital printing, versus just 4% for large firms, challenging HR in established
manufacturers.
2. How HR Specialists Should Adapt Recruitment, Contracts, and Benefits
HR must lead a sector-specific overhaul to win Gen Z:
a. Recruitment Changes
Adopt a marketing mindset: Target via LinkedIn, TikTok demos of inkjet innovations, and Instagram Reels
on sustainable laminate processes.
Go digital-first: Use VR tours of press rooms, AI chatbots for skill-matching (e.g., colour management
queries), and quick-apply portals.
Build trust: Feature real employee stories on Glass-door about mastering flexo printing or up-cycling waste;
involve current staff in virtual ‘print shop meetups.
’
b. Contract Evolutions
Offer flexible templates: Include clauses for hybrid work (e.g., 3 days on-site for quality checks), trial periods
with portfolio project ownership, and scalability for side hustles like Etsy packaging designs.
Emphasise responsibility: Embed fast-track paths to autonomy, such as leading small-batch runs or
sustainability audits from day one.
c. Benefits Packages
Prioritise non-negotiables: Unlimited Paid Time Off (PTO) tied to project milestones, remote tech stipends
for home design setups, and ‘portfolio perks’ like paid time for freelance certifications in digital finishing.
Sector-tailored incentives: Eco-bonuses for green initiatives (e.g., recycled substrate projects), skill-up
subsidies for certifications in UV curing or 3D packaging, and ‘facilitator manager’ training to foster creative
team huddles.
Add social flex: Gym memberships, team-building print workshops, and mental health days to match their
human-connection needs.
3. Conclusion
Attracting Gen Z demands HR investment in agile recruitment techniques, modular contracts, and innovative
benefits that align with printing and packaging's creative, tech-driven future. Those who adapt will gain
entrepreneurial talent driving sustainable innovation.
It’s a brave new world, and hopefully not a fantasy world.
About the author
John is an Independent External Advisor, Mood Group; a specialist executive search firm in Packaging &
Print sectors, globally. He has produced a range of ‘Think Piece’ reports on the Circular Economy and
challenges facing the P&P sector.
About Mood Group and Mood Etcetera
Mood Group is a specialist executive search firm dedicated to connecting exceptional talent with senior executive
positions within the Packaging & Print sectors globally.
Mood Etcetera is an initiative designed to facilitate the exchange of knowledge and innovation within the
Packaging & Print industry. Rooted in the Latin term ‘Etcetera,
’ meaning ‘and the other things’ or ‘and the rest,
’
Mood Etcetera aims to encompass a wide range of ideas and insights to drive the industry forward.
Mood Etcetera is dedicated to:
Education: Enhancing industry knowledge through collaborative learning and information sharing.
Innovation: Promoting cutting-edge solutions and advancements.
Transfer of Information: Ensuring vital information is accessible across the industry.
Composition: Bringing together sector executives and academia.
