2026 Trends: What Do the Next 12 Months Have in Store for the Paper, Packaging, Publishing and Marketing Industries?

Submitted: Two Sides North America June 11, 2026

As the paper and print industry looks ahead to 2026 trends, the path forward is being shaped by both challenge and opportunity. From policy changes and market pressures to the growing value of print in an increasingly digital world, perspectives from members of Two Sides North America offer a grounded, forward-looking view of what’s next.

AF&PA expects Extended Producer Responsibility (EPR) and trade policy shifts to continue as major factors influencing the industry in 2026. These issues have become variables that companies must account for as they navigate an increasingly complex policy and market landscape – and they remain among our top advocacy priorities.

The key shift with EPR, in particular, is that we’ve moved beyond the stage of passing state-based legislation and debating high-level policy goals. We are now entering the very complex and costly implementation phase.

We are hearing from companies that face rising costs from fees, substantial administrative burdens, limited transparency into how programs will function, and the added challenge of varying state requirements. Combine all of that with the reality that recycling and materials management are local systems, and the result is a real strain on operations. We need more predictable and consistent frameworks. Importantly, such frameworks must recognize the strong recovery performance of paper and paper based packaging.

As these pressures materialize, AF&PA is navigating the challenges and developing strategic responses hand-in-hand with our members. Robust engagement across the industry is essential. A unified, coordinated effort gives us the best path to shape fair, transparent and effective policies that support U.S. paper manufacturers and the successful recovery of paper and paper-based packaging.” HEIDI BROCK – PRESIDENT & CEO OF AF&PA

The early reprieve offered to the 2026 NA paper market with the EUDR book exemption and additional delay, was offset quickly by more capacity consolidation and corresponding paper price increase announcements.

While the book vertical is one of the more stable in the fine printing paper ecosystem, paper used for book production is frequently made on machines that make several kinds of paper. As markets for those other grades shrink, those manufacturing assets are being rationalized or repurposed to make products with greater potential return (e.g. paper based packaging materials).

Add global trade dynamics, and the NA book paper market is stressed – most frustratingly as a collateral result of a larger demise. Books have proven resilient. And as these pages have previously emphasized, books deliver an important experience that screens don’t and never will. Books aren’t going anywhere, and it’s incumbent on the BMI, Two Sides, and other industry groups to collaborate and advocate for our collective industry and human health. BILL ROJACK – VP MIDLAND PAPER | PRESIDENT, BOOK MANUFACTURERS’ INSTITUTE

We need to be more confident as an industry when we talk about our collective green credentials as we could be pushing at an open door. There’s a growing awareness that digital isn’t as green as it’s made out to be, and marketing organisations are becoming more aware that they need to invest in print to drive engagement rather than relying on digital channels.

I also think that governments across the world will be watching the under-16 social media ban in Australia and may look to replicate similar legislation. For us in print, this has the potential to be a massive opportunity and we’ll be watching the story unfold with interest to see how our industry responds. MALCOLM SMITH – CATEGORY MANAGER – PROFESSIONAL PRINT AT KONICA MINOLTA

The global direct mail industry has pivoted remarkably over the past few years. With higher stakes, marketing dollars must go further than ever before as companies combat increased costs. While direct mail continues to excel in its brand recall abilities, brands are still hunting for new ways to maximize ROI. In this regard, marketers are also looking for their campaigns to work smarter, but not harder. How do we break through the clutter and make bigger impact in 2026?

A foreseeable direct mail trend in 2026 is a focus on highly targeted hyper-personalized campaigns. To make bigger impact, marketers and direct mail partners must work together to address the individual, quite literally. This goes beyond having the recipient’s physical address on a mail piece. By leveraging variable data through multiple touch points, with copy that speaks to the specific individual, marketers can enhance their messaging and create a unique one-to-one experience.

Data hygiene is also trending, and stems from hyper-personalization. As marketers increase their efforts to ensure customer data is as accurate as possible, direct mail partners ramp up data offerings such as segmentation, householding, duplicate elimination, variable imaging, National Change of Address (NCOA), and more. As technological advancements continue to inform and enhance both print and data products in 2026, marketers know they can succeed in smarter, faster ways—and for reasonable costs.

Paper itself is the pillar of direct mail success. As direct mail enthusiasts, we foresee the number of “papertarians” increasing in 2026. Through data strategy and creative physicality—testing different textures, colors, sizes, folds, and embellishments—we charm our audiences in unique, tactile, and memorable ways. Many memorable, trendy campaigns also leverage handwritten fonts and nondescript stock to create a personal and honest impression. Recipients are more likely to engage with brands that understand them.

Marketers are always looking to capture a recipient’s attention as soon as possible. Emphasis on engagement will also be a major trend in 2026, versus awareness. Awareness alone does not cut it anymore, as each brand in 2026 needs their audience to trust them, to connect, and to come back. Direct mail continues to trend because of these objectives. Just as our industry trends keep growing, paper-based messages grow in popularity. The best direct mail piece is always thoughtfully designed, uniquely memorable, and highly keepable. SEAMUS BARTON –  GENERAL MANAGER AT TROI MAILING SERVICES INC

About Two Sides North America

Two Sides North America is a member-supported non-profit advocacy organization for the paper, paper-based packaging, direct mail and graphic communications industries. Our goal is to dispel common environmental misconceptions and to inspire and inform businesses and consumers with engaging, factual information about the environmental sustainability and value of print, paper, and paper-based packaging. We are the only group working to dispel and remove Greenwashing language used by companies and organizations in North America.

To learn more about Two Sides North America and how to become a member, please visit twosidesna.org.

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