Awareness of paper’s place edges upwards

Slightly more people understand the role and sustainability of paper according to Two Sides than two years ago. There is work still to do.

Understanding about the sustainability of print and paper is increasing among consumers across the globe, but only slowly.

Two Sides commissions its Trend Tracker Survey every two years to check perceptions about paper and its sustainability, and how these have shifted. And this year the project, involving some 12,400 consumers from across Europe, the US, Canada, Australia, New Zealand, South Africa, Argentina and Brazil, reveals that 16% of European consumers appreciate that European forests are increasing. This compares to 15% two years. It is an improvement, but not a significant one and shows that perceptions about forest use and degradation persist. Only 56% now believe that European forests are shrinking, compared to 60% two years ago. The dial is moving in the right direction albeit slowly.

Two Sides says this demonstrates that the “need to burst these myth and raise awareness of paper’s sustainability is more important than ever”.

Just 25% of those questioned from Europe understand that recovery and recycling rates are above 60%.

In addressing attitudes towards how consumers view print and paper, there remains a strong preference for printed communication for important documents, say financial or medical information. Almost two thirds (63%) prefer to read books in print; most understand that children benefit more from reading print that the same information digitally. 

The survey says that 58% pay no attention to online marketing, while 48% say that they like to read magazines in print. These are similar findings to the 2023 Trend Tracker survey, so show that the preference for print remains steady.

There is an increasing preference for paper based packaging. Three quarters believe paper to be the most biodegradable material of packaging materials, 53% that paper and cardboard are better for the environment with 51% saying paper is easier to recycle than plastic metal or glass.

Managing director of Two Sides Europe Jonathan Tame says: “There’s still work to do in communicating the sustainable story of paper – from renewable forestry and responsible sourcing, to efficient production and high recycling rates. But we’re seeing a shift as consumers are becoming more aware of the facts.”