The printing industry is facing radical changes. The collaborative development of future visions needs intelligent approaches to quickly and properly achieve a good result. More than ever before, especially associations face the difficult task of presenting its member companies with a future vision of the industry and with that offer a foundation for a future-oriented collaboration.
The following question arose for VDMA:
‘How can today’s strengths and potentials of the industry participants be used and what meaning do the influencing factors have for the printing industry and its players in the year 2030?’
To create a ‘Picture of the Future’ for the industry, the trend research approaches were combined with the scenario method. Thus, the requirements necessary for the development of the printing industry were formulated and discussed - from the point of view of managers, trend researchers, industry experts and clients - within the scope of a workshop.
During the first phase of the workshop, the current situation in the different areas of the printing industry was described. In moderated groups, the participants developed the status quo for their area of business. Based on key questions the relevant content for each area was defined and clustered. Afterwards, the results were documented within the groups and then presented to all the participants. In the second part of the workshop the most relevant trends for the industry were selected. The prior described status quo was then combined with the trends. The result, the future of the printing industry 2020, was sketched out in the form of ‘brainwriting’.
After the first step, the sketching of the future 2020, the findings of the brainwriting were passed on to take another step forward to the future in 2030. Based on the brainwriting findings, the most important facts were summarized and the ‘picture of the future’ for the respected area was defined. Subsequently, all group results were presented and complemented.
In an additional workshop the strategic topics of the prior defined areas ‘market and final product’, ‘industry structure & supply chain’ and ‘production & technology’ were elaborated. During the one-day workshop the participants formulated their current strengths, resources and competences and those needed in the future. Afterwards, necessary steps were defined. Which current resources and competences should be further developed and which resources and competences have to be built up from scratch? The findings then were summarized in a roadmap until 2030 and presented to all the participants.
The result of the ‚Picture of the Future Workshop‘ is the detailed description of the future environment. All relevant developments of the industry were illustrated in the picture of the future. Thus, it is vivid description and puts the companies in the mood for a collaborative future. The key role of print and paper is the transmission of the value, appropriate information and emotion. The technically sophisticated production of print and paper in 2030 allows the production of attractive and highly individualized products. In order to make sure that customers and final consumers receive exactly what they need, VDMA aims to provide integrated solutions and a perfect interdisciplinary collaboration.
Further information on Trend Scenario Workshops