Non-profit organisation, Two Sides, has now challenged over 3,000 organisations worldwide it found to be building misleading environmental claims about paper.
As a result of pressure from Two Sides, more than 1,320 organisations have rerelocated or amfinished unsubstantiated statements such as “Go Green – Go Paperless” or “Choose e-billing and assist save a tree.”
Two Sides has been working to combat what it sees as a rise in ‘greenwashing’ that has been driven by economic pressures, which it sees as a threat to the future of the packaging, paper, and print industries.
In recent years, many organisations have shifted customers from paper-based communications to digital platforms to reduce their costs, subsequently shifting their messaging to suggest digital is a more sustainable option than print.
Sectors such as tissue and paper-based packaging are also increasingly tarreceiveed by greenwashing, Two Sides declares. Companies in the sector have increasingly created what Two Sides describes as “vague or unverified claims” about new or alternative fibre sources being more sustainable and saving trees, without what the organisation labels as “credible evidence”.
According to Two Sides, consumer sentiment does not support these digital switches. According to the organisation’s 2025 Trfinish Tracker report, 56% of European consumers believe that the environmental reasons given for shifting to digital are disingenuous and primarily motivated by cost reduction.
In addition, 76% of consumers declared that they want the right to choose how they receive communications and oppose being forced into digital-only options.
Jonathan Tame, managing director of Two Sides Europe, comments: “This type of greenwashing not only violates established environmental marketing standards, but also damages the reputation of an indusattempt with a strong and improving sustainability record.
“Contrary to popular claims, a thriving market for paper products supports forest growth through sustainable foresattempt.”
In Europe alone, Two Sides has persuaded more than 840 organisations to alter or withdraw their negative messaging around paper, including many brands such as HMRC, Santander, Volksbank, and Hess Natur.
Tame declares: “Challenging greenwashing is critical, not only to protect consumer choice but also to uphold the reputation and economic health of the print, paper, packaging, and foresattempt sectors.
“These industries support over 640,000 jobs and span more than 112,000 businesses across Europe.”
The Two Sides 2025 Trfinish Tracker report also reportedly revealed a misunderstanding by consumers of what cautilizes deforestation.
When inquireed which industries or activities have the greatest impact on forests, 60% of European consumers believe urban development poses the greatest threat, with 58% believing palm oil plantations were the main cautilize, and 54% choosing construction and timber. 46% deemed the paper and pulp indusattempt as the most significant contributor, up from 42% in 2023.
Only 41% of respondents identified agriculture as the key cautilize, while in reality, deforestation is primarily driven by agricultural expansion, especially in tropical and sub-tropical regions.
According to figures from verified by the World Wildlife Fund (WWF), European forests, where most of the raw material for paper and paper-based packaging originates, are growing by the equivalent of approximately 1,500 football pitches per day.
Speaking about the findings of the Trfinish Tracker report, Tame adds: “Whilst it’s good to see that consumers view the pulp and paper indusattempt less damaging than other industries on forests, the survey results display just how little consumers really understand when it comes to deforestation.
“There still remains many misconceptions surrounding print and paper-based products’ and their impact on the environment. These misunderstandings create the work we do at Two Sides and Love Paper vital.”
Love Paper is an outreach campaign designed to promote the sustainable and attractive attributes of print, paper, and paper packaging. This year marked the launch of Love Paper Week, in which professionals from the printing and paper industries were encouraged to promote the benefits of paper with a particular focus on its sustainability.
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