Customer values and behavior are constantly changing. When this occurs, do your print marketing strategies track with them? The formats you choose, the messaging you write, and the layouts you create are all impacted by consumer trends.

Let's look at four trends that are popular right now:

·       Shopping local.

·       Prioritizing companies with strong brand values.

·       Reducing environmental impact.

·       Flexibility in payment methods.

These factors are so crucial that a Shopify study found that consumers are willing to spend more money and even accept slower shipping times in exchange for doing business with companies that support them. How can you capitalize on these trends?

1. Promote your local presence. In your direct mail campaigns, utilize ZIP Code targeting and services like Every Door Direct Mail (EDDM). Remind customers that you are based in their community, and incorporate "shop local" messaging and imagery in your designs.

2. Share brand values. Create brand-building campaigns that share your values with your customer base. Brand-building is about communicating who you are and what you stand for, so these campaigns should be separate from those designed to sell products. Do you stand for using only healthy ingredients? Keeping manufacturing in the USA? Identify what defines your brand values, and then communicate them effectively.

3. Communicate sustainability. Do you have a formal sustainability policy in place? Refer to it ("See our sustainability policy") and provide guidance. If you don't have one, share other steps you are taking to be more sustainable. Are you printing on environmentally certified paper? Put the appropriate logos (FSI, FSC, PEFC) on your direct mail, packaging, and displays. Are you using wind or solar power? Add a small tagline to your mailers, website, and social media. If your packaging and other print materials are fully recyclable, add a recycling logo.

4. Offer variety in payment methods. Do you accept a wide variety of payment methods? Add those logos to your marketing materials or in-store materials, such as window clings and freestanding displays: "We take PayPal, Venmo, and CashApp!" Let buyers know that you are easy to shop with.

Customer behavior is constantly evolving, so stay ahead!