Two Sides has challenged over 3,000 organisations globally for making misleading environmental claims about paper, leading to over 1,320 of them removing or amending statements like “Go Green – Go Paperless.” These greenwashing tactics, often driven by cost-cutting motives, mislead consumers into believing digital is inherently more sustainable, despite 76% of European consumers opposing digital-only communication. Beyond billing, sectors like packaging and tissue are also misrepresenting sustainability claims without credible evidence. Jonathan Tame, Managing Director of Two Sides Europe, comments: “This type of greenwashing not only violate established environmental marketing standards but also damage the reputation of an industry with a strong and improving sustainability record. Contrary to popular claims, a thriving market for paper products supports forest growth through sustainable forestry. European forests, for example, are growing by the equivalent of 1,500 football pitches every day.”
Two Sides’ efforts have prompted major brands, including HMRC and Santander, to retract anti-paper messaging. The campaign aims to protect consumer choice, defend the print and paper industry’s strong sustainability record, and prevent significant economic damage—estimated at €337 million annually in the European mailing sector alone due to declining trust in paper communications.
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