As the U.S. Postal Service remakes itself into a leaner organization in the face of a communications revolution, it still remains a powerful medium and an important part of the nation’s infrastructure. A smaller Postal Service will still be huge, with more than $60 billion in projected revenue. It will not disappear tomorrow.
A lingering concern remains, however, that the Postal Service is becoming less relevant to younger Americans. A recent public opinion poll by The New York Times and CBS supports this conclusion. According to the poll, only 30 percent of people under 45 say they use the mail “all the time.”
While daily reliance on the Postal Service is still high for older generations, these poll results raise questions about the organization’s long-term future if physical mail does not play a role in the lives of younger Americans. A Pew Research study shows these younger generations turn to the Internet and smart devices for their news, entertainment, and to connect with friends and family. The Postal Service and traditional hard-copy communication vehicles will find it hard to win customers that have grown up as digital natives.
Still, other polls suggest that hard copy and direct mail remain an important part of the media mix, even for those under the age 35. A 2011 survey by Pitney Bowes indicated that marketers under the age of 35 are more likely to use direct mail in their marketing mix than their older counterparts. Package delivery also remains an opportunity for the Postal Service as younger Americans are more likely than older generations to shop online.
What do you think is the best way for the Postal Service to serve a younger demographic? Should it attempt to promote its traditional products to younger Americans and tout the benefits of hard copy as a complement or supplement to digital? Should the Postal Service instead focus on expanding its digital offerings? Is there another strategy?