Ultra-connected or rather disconnected from reality, the younger generations (Millenials and Gen Z) appear to be drowning in an omnipresent digital universe. But surprisingly, they still value paper. Far from being a fad, paper actually symbolizes a barrier to digital fatigue as well as a need for less ephemeral communication focused on the prioritization of information.
Digital fatigue, a growing scourge
The younger generations are witnessing it: the use of digital technology has never been as strong as it is today: it punctuates the day, the relationship with information and entertainment, and personal and professional relationships. But having been cradled by digital technology for all or part of one's childhood does not exempt one from a certain fatigue linked to its use. According to a study by the Society and Consumption Observatory, Arte, and the Jean-Jaurès Foundation (2023), 53% of French people suffer from information fatigue. This stems from real digital stress, largely amplified by the abundance of technological tools in their daily lives.
Whether it's a reaction to this digital overdose or for other reasons, younger generations ultimately maintain a special connection with paper. According to a Quadient study, nearly 41% of 18-34 year-olds still prefer to receive their medical results by mail. These figures contradict preconceived ideas, especially since the gap with seniors in terms of perception of mail is also narrowing. These behaviors are revealing: faced with information and digital overload, young people are looking for something tangible, reliable, and authentic. Values that digital technology doesn't always manage to offer.
Paper: a marker of better information prioritization
While we collectively note the drawbacks of all things digital, there's no question of switching to a discourse that totally condemns its use. Nevertheless, let's face it, nearly 68% of French people believe it's difficult to know if something is important on digital channels. In other words, we receive so much information that it has become complex to prioritize it properly. Important emails can easily escape us amidst the continuous flow of messages we accumulate daily.
Paper, and especially mail, has the particularity of offering a palpable physical presence, giving weight to the message. Due to its rarity, paper today appears as a marker of important or sensitive information, which can be given a storage space to classify it. And beyond the security argument attached to it, 23% of French people associate mail with an identified priority. While the dominance of digital technology is certainly not in question, certain values are more clearly embodied through the use of paper.
Focus on hybrid and less impersonal communication
If we have constantly emphasized the importance of paper, it is also because it symbolizes moments in everyone's life. Marriage certificates, diplomas, deeds of sale for a property purchase, but also love letters. The physical embodiment of these documents marks our existence: through their value, through touch, and their simple presence in our daily lives. The emotional impact is real, a guarantee of authenticity that digital technology sorely lacks. It is no coincidence, moreover, that mail is often described as a hot medium, whereas email is perceived as a cold medium.
Once again, we must not get the wrong idea about the debate: there is no choice to be made between paper and digital. Why not focus on a multi-channel approach that combines the speed of digital with the formality of a medium like mail? A perspective that would better meet the expectations and needs of citizens in a world where attention spans are shrinking. For businesses, doing so would have a significant effect on the prioritization of their messages and therefore their effectiveness.
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