For years, we’ve been told that print is on the way out – replaced by cloud systems, digital workflows, and inboxes that overflow with notifications. Yet in September 2025, the UK government quietly signed a £900 million deal for printers, print management, and workflow services across the public sector.
Hospitals, councils, schools, and central government departments will all rely on this four-year framework to manage their print and document systems. So, what does that tell us? Simply this: print isn’t dying – it’s evolving. And even the most digitally driven institutions still rely on it.
In this blog, we’re exploring what this government deal actually means for marketers, why new research shows print is uniquely trusted, and how brands should treat print today: not as an old habit, but as a modern, measurable marketing channel.
Print is Still Infrastructure
Let’s start with the basics. You don’t spend nearly a billion pounds on something that’s obsolete
The CCS framework covers hardware (including remanufactured options), managed print services, software, cloud workflows and consultancy, and it’s intended to support schools, hospitals, councils, police forces and central government departments over the four-year period.
The scale and scope make one point nice and clear: major organisations still rely on print and the processes around it. And that’s not nostalgia for the good old days. It’s infrastructure planning – recognising that secure, reliable, auditable document workflows and physical outputs are still core to public services.
And where governments invest at scale, commercial marketers should take note. Because in healthcare, legal, and government sectors, printed materials are often legally required, more secure, or simply more effective. But beyond regulation, this move indicates, for the whole of the UK, that print is stable, tangible, and trusted – qualities that digital systems still struggle to replicate.
Tip: We’ve written a blog dedicated to the psychology behind the tangibility of print, if you want to know more.
From Printing Pages to Platforms
This new framework isn’t just about buying fancy new printers – it’s about managing print smarter.
The inclusion of digital workflows, cloud integration, and print consultancy shows that print now lives comfortably within the hybrid world of modern communication.
At bakergoodchild, we’ve seen this play out in marketing, and we adapted to it. Our automation and integration services allow brands to connect their print campaigns directly to CRM systems, trigger mailings automatically from digital client and customer behaviour, and measure real-world engagement precisely.
Print isn’t static anymore – it’s dynamic, data-led, and digitally powered.
The Sustainability Shift in Print
The government’s investment isn’t a return to the wasteful print habits of decades past. The new framework emphasises remanufactured hardware, efficiency, and environmental responsibility – values that align with bakergoodchild’s own sustainable print approach.
Through data cleansing and print automation, we help brands cut waste by sending only relevant, personalised, and accurately targeted mail. Fewer errors, fewer returns, and a smaller carbon footprint. And since the government’s investment reflects a broader procurement environment that increasingly values sustainability and lifecycle thinking, this aligns with what customers expect, as well as with the operational realities of large institutions.
For brands, the takeaway is straightforward: you can (and should) use print responsibly – cleaner data, targeted sends, careful materials choice – and still benefit from print’s trust advantage.
Younger Audiences Also Prefer Print
This one has come as quite a surprise for some: younger audiences are not automatically dismissing print. The IPIA research and reporting around it show that 82% of millennials prefer it to digital communication. The research also showed that Gen Z individuals experience a sense of relief from digital overload when interacting with physical media. So it seems that print’s tactile, curated nature resonates well with audiences who are tired of all the digital noise.
This helps explain current marketing trends: brands that combine high-quality printed touchpoints with smart digital follow-ups are more likely to win attention and long-term loyalty from younger consumers.
What Marketers Can Learn from This
If the UK government, one of the most digitised entities in the country, still depends on print to deliver critical communication, what does that mean for marketers?
Treat Print as Infrastructure, Not an Afterthought
If government departments are renewing major frameworks for print and managed services, that signals stability and ongoing investment in physical channels. Don’t skip this investment in your own organisation.
Use Print to Build Credibility
Deploy high-quality, personalised print to create the emotional, tangible moments that boost trust and recall. Then use digital to convert.
Integrate Data, Automation and Tracking
Make print part of the automated customer journey by triggering mail from CRM events, including PURLs/QRs, and measuring end-to-end performance.
Be Sustainable and Accurate
Clean your data, minimise wastage, and choose suppliers with credible environmental practices. Public-sector procurement is already pushing this direction.
Print’s Not Dead, It’s Redefining Relevance
The UK government’s £900 million print deal isn’t a nostalgic move; it’s a strategic one. It recognises what the best marketers already know: that in an age of fleeting digital interactions, trust is tangible.
At bakergoodchild, we help brands make the most of that tangibility through smarter, sustainable, data-driven print. Because the future of communication isn’t paperless – it’s purposeful.
Want to see how intelligent print can enhance your marketing strategy? Contact our team at 0800 612 1972 to discuss automating, personalising, and optimising your print campaigns today.
