The retail sector is undergoing a period of profound change. New technologies such as artificial intelligence (AI), machine learning, predictive planning and personalised digital customer engagement are transforming not only the way in which companies communicate with their customers, but also their internal processes and organisational structures.

Sustainable print marketing is currently enjoying a resurgence in popularity. As digital advertising becomes increasingly energy-intensive – for example, through data-driven ads, AI-generated content or video streaming – many brands are seeking resource-efficient forms of communication that inspire a high level of trust.

Topics such as sustainable omnichannel, digital product passports, AI-driven resource efficiency and ESG-compliant communication demonstrate that sustainability is no longer merely a matter of image. It influences processes, technologies, data structures and, ultimately, the entire brand architecture.