Two Sides Europereleased the 2025 edition of its ‘Trend Tracker Survey’, revealing that while consumer awareness around environmental issues continues to grow, significant misconceptions persist, particularly regarding the causes of deforestation and the sustainability of paper. The survey, conducted across Europe, highlights a gap between perception and reality, with 60% of consumers incorrectly identifying urban development as the leading cause of forest loss. In fact, agriculture, including farming and cattle raising, remains the primary driver, though only 41% of respondents recognized this.

Many consumers continue to overestimate the environmental impact of the paper industry. Nearly half believe the pulp and paper sector is a major contributor to deforestation, despite the fact that European forests are growing by the equivalent of 1,500 football fields each day. The survey also found that 64% of respondents believe only recycled paper should be used in production, overlooking the need for virgin fibre to maintain the recycling loop. Moreover, concerns around water usage remain high, although 90% of water used in European paper production is treated and returned to the environment.

Jonathan Tame, Managing Director of Two Sides Europe, emphasized the importance of correcting these misperceptions. “Consumers increasingly care about sustainability, but the data shows that many still misunderstand the facts about paper. This reinforces the critical need for our ongoing educational initiatives through Two Sides and Love Paper to promote accurate, science-based communication around paper’s role in a sustainable future.”