As the European Letterbox Marketing Association, we are delighted to welcome the Year of the Fire Horse – a rare constellation that stands for momentum, courage and transformation. Fire accelerates change, challenges established systems and rewards those who combine speed with strategic clarity.
For our industry, this energy comes at exactly the right time. In a media landscape increasingly shaped by global digital platforms, many marketing decision-makers across Europe are rediscovering the value of channels that offer trusted reach, real market proximity and strong local roots.
Print – and especially letterbox marketing – delivers precisely this: high-impact communication, measurable customer activation and a supply chain that is deeply embedded in the European economy. It also tells one of the most powerful yet underestimated sustainability stories.
Paper in Europe is recycled at a rate of 79% – the highest of any material – while only a fraction of consumers are aware of this. Making this visible is not just a communication task; it is a strategic opportunity for brands that want performance and responsibility to go hand in hand. The Fire Horse is a symbol of forward motion.
And perhaps one of the most interesting forms of progress in 2026 is not the constant search for the next new channel, but the confident, modern use of a medium that combines scale, trust and European value creation.
To our members, partners and all marketing decision-makers working with print: may this year give you the speed to seize opportunities, the courage to rebalance your media mix and the strength to turn reliable reach into lasting customer relationships.
With retail competition intensifying and the demand for transparent, brand-safe and effective communication growing, 2026 has the potential to become a turning point – a year in which print strengthens its role as Europe’s most trusted driver of broad, sustainable reach.
