The rate of change for the commercial printing industry with regard to technology, business models and customer demand is growing, and the landscape of the industry already looks vastly different from a few short decades ago. Across the commercial print sector today, there are many different types of companies – some very successful, with a young, skilled, enthusiastic workforce who have no trouble innovating and recruiting. However, as in any rapidly developing sector, other companies are trailing behind. Demographic changes are entering the market (Generation Z), as well as the upper levels of management in printing companies (Millennials), and “their preferences are now their demands”. This requires business models to be re-invented and a more intensive focus on issues relating to sustainability. The authors of the article summarize the future of the world of commercial printing and the current state of European commercial printing. They have based their work on a report published by the Smithers Research Institute in January 2020 on this topic and on the professional findings and arguments presented at major scientific conferences over the past two years, with the aim of getting these latest ideas to the earliest helping the researchers and practitioners to adapt to the rapidly changing situation and the challenge.