“We haven't reached the last dance at this ball,” says Birgir Jónsson, CEO of Play, about the Icelandic printing industry. Birgir discusses his background in printing in the latest episode of Augnablik í iðnaði (A Moment in Industry), having once managed one of the largest printing houses in Europe. Birgir says it is important for the Icelandic printing industry to better understand its customers' needs regarding environmental issues.
Birgir Jónsson, CEO of Play, has extensive experience in international management and operations. He was Össur's Regional Director for Asia, based in Hong Kong, CEO of Iceland Express, and later Deputy CEO of WOW air. He lived and worked in Romania, Bulgaria, and Hungary, where he was the CEO of Infopress Group, one of the largest printing companies in Eastern Europe. He was the CEO of Iceland Post and has also participated in many projects in the field of restructuring and transformation across various industries. Birgir made many difficult decisions as CEO of Iceland Post, and one of them proved difficult for the Icelandic printing industry.
“We stopped distributing direct mail, both because there are other parties who can do it and also because there is a huge demand and dissatisfaction among consumers, among the post office's customers, over this so-called junk mail flood. I find it interesting to follow the printing industry, and the environmental issues are somewhat misread. The printing industry's constant response to criticism is that paper is sustainable and that so and so many trees are planted. But there are just so many other steps and footprints in the distribution and disposal of mail that people don't want.
The overall environmental impact is bigger than just the paper. Today, we demand that all products be sustainable; it's no longer a selling point,” says Birgir, reiterating that the Icelandic printing industry needs to find better solutions and new roles. Development and innovation within the industry are necessary. “I'm about to turn fifty, but I started in printing when I was fifteen, and since that time, the end of print has been constantly predicted. But it hasn't happened yet,” he says encouragingly.
“The printing industry needs to find new roles for itself. There is plenty of human capital and ambition in this business; we haven't reached the last song at this dance.”