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Since it was founded in 2010, the paper industry-orientated Two Sides campaign has convinced more than 970 companies to remove misleading marketing statements regarding their own environmental footprint. These would otherwise damage the image of the entire paper industry.
Banks, telecommunications providers, utility companies and even government organisations are increasingly trying to convince their customers to use digital communication in order to save costs. However, according to the Two Sides campaign, customer communication often attempts to disguise these cost savings, by justifying the changeover with marketing statements such as „Go Green - Go Paperless“ and „Switch to e-billing and save a tree“.
„These „greenwashing“ claims not only violate applicable environmental marketing rules and advertising codes, they also also harm an industry that has a solid and constantly improving environmental record„, says Jonathan Tame, Managing Director of Two Sides Europe. „A healthy market for forestry products such as paper is far from having to save trees, but rather promotes the long-term growth of forests through sustainable forest management. Many of the organisations we work with are surprised when they learn that European forests are actually growing by 1,500 football pitches every day."
Communicate actual environmental performance transparently
According to Two Sides, it has contacted over 2,110 organisations worldwide that make misleading statements about paper. So far, over 970 of them have removed such statements from their communications. To date, 630 companies in Europe alone have renounced unfounded claims about paper and adapted their advertising claims. Two Sides will continue to engage and inform companies in the future. „It is vital that greenwashing is tackled to ensure that the industry's considerable environmental credentials are recognised and that the Livelihood of thousands from employees in the industry as well as the volume of print, paper and mail is not damaged by the spread of misleading and opportunistic greenwashing marketing,“ says Tame.
Due to the enormous reach of some of these greenwashing organisations, their unsubstantiated claims are having a detrimental effect on consumer perception of paper, according to the campaign, and threatening a sector that employs more than three million people in more than 120,000 European companies. The financial impact of greenwashing on the paper, printing and mailing industry worldwide is worrying, if these messages remained unchallenged. Recent research in Europe, conducted by Two Sides and Censuswide in 2021, found that, that in Europe alone, the paper, printing and mailing industry is threatened with an annual loss of value of around 337 million euros due to greenwashing.
Source: Two Sides Europe
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