n the 2025 edition of the Two Sides Trend Tracker, the message is clear: consumers want choice, transparency, and truth when it comes to communication preferences. The global survey, spanning 17 countries and 12,400 participants, reveals that 76% of European consumers believe they should have the right to choose between paper and digital communications—a sentiment that continues to grow. And while many organizations push digital by claiming environmental gains, the majority of respondents (56%) recognize these moves are more about cost-cutting than sustainability.
Digital convenience comes with its own costs—rising e-waste, data privacy concerns, and screen fatigue. Half of the respondents feel overwhelmed by screen time, while 57% worry about the vulnerability of their personal data. “What’s crucial is that consumers are not misled into thinking digital is inherently better for the environment than paper,” says Jonathan Tame, Managing Director of Two Sides Europe. The survey underscores a need for balanced communication strategies and continues to call out greenwashing campaigns that threaten both consumer rights and a vital European industry supporting over 640,000 jobs.
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