When Betsy Davis entered the print industry 25 years ago as a college graduate, she admits she "had no idea what I was doing." She called ink "paint" for two weeks while working on the press. Today, as Chief Marketing Officer and EVP of National Sales at Sandy Alexander, Betsy has become a powerful voice for industry transformation, particularly when it comes to attracting young talent and empowering women.
In this episode of "The LINK," a conversation series about industry collaboration, Betsy didn't mince words about what's really holding the print industry back: fear.
"If you think about our longtime press operators — those color scientists that still love the science of ink and color, the guys on the press room floor who love to get their hands dirty and work in the mechanics of the presses — when they see that next generation come in, it's a very different vibe," she said.
What Environment Does the Next Generation See?
Today's young professionals have grown up behind screens in a digital-first world. They're comfortable with AI, rapid change and constant innovation. Meanwhile, many print businesses still operate in stodgy manufacturing facilities, Betsy points out. When young talent tours modern tech companies with collaborative spaces, wellness rooms and flexible work arrangements, then visits a traditional print shop, the contrast can be stark.
"We walk into our clients' offices that have these very creative spaces that encourage collaboration and creativity. If I walk through some of our facilities, we're not doing the same."
Rethinking Recruitment and Retention
Sandy Alexander has been actively working to create their own leadership development program, hiring young talent across multiple roles. What Betsy discovered was eye-opening.
"The things these young people are asking of us are very different than what we asked when we came on," she said. "We've got to rethink what we're doing as an organization and how we're engaging this generation in a new, fresh, and exciting way."
One successful approach has been rotation programs where new hires work on the production floor alongside experienced team members. This accomplishes two critical goals: It gives newcomers appreciation for the craft while allowing veteran employees to share their expertise.
The Flexibility Challenge
Perhaps no issue highlights the generational divide more than workplace flexibility. Manufacturing environments traditionally require on-site presence, creating tension with younger workers who expect some remote work options.
Betsy acknowledges this reality while finding middle ground: "A lot are encouraging at least that three-day work week kind of environment, giving people time to still feel like they have some opportunity for remote work."
She's also seeing more print companies moving to four-day workweeks, reporting "huge benefits in retention, morale, and cultural growth."
Leadership Evolution
The print industry's future leadership will look markedly different, Betsy said. The days of promoting someone simply because they've been with the company for 35 years are ending.
When recruiting, she and her team now prioritize confidence above many other traits: "I want to find somebody that has proven they take the bull by the horns, that they're ones that come to a place of yes, that they say yes to opportunities."
'We Need to Celebrate How Relevant We Are'
Perhaps most fundamentally, Davis believes the industry needs to reclaim its excitement factor. "We need to be excited about our industry again. We need to celebrate how relevant we are."
She describes bringing in students or agency employees for facility tours: "It's crazy to see the wide eyes when we start talking about the brands we're working with. We start showing them the output of what we're doing and they recognize how much of our lives print touches."
Cross-Generational Learning
Betsy champions "reverse mentoring" as a powerful tool for organizational growth. At Sandy Alexander, they're pushing to include young talent in leadership summits and executive meetings.
"I want a handful of our young talent to be in the room. I want them to have a seat at the table," she said. "I'm learning from them all the time, and hopefully they're learning a little something from me."
A Call to Action
The print industry stands at a crossroads. Its future depends not just on technological innovation, but also on cultural transformation that makes space for new voices, ideas and working styles.
For business owners, this means examining whether your company culture truly welcomes young talent or subtly pushes them away. For managers, it requires honest reflection about whether you're creating pathways for cross-generational learning.
For young professionals considering print careers, it's an invitation to bring your digital fluency and fresh perspective to an industry that needs both, she said. Print's future belongs to those willing to embrace change, invest in people and create cultures where multiple generations can thrive together.
