Research by Two Sides Highlights Growing Consumer Confidence in Print and Its Sustainability.

toner · 2025-06-16T11:19:09-04:00

New findings from the 2025 Trend Tracker survey by Two Sides reveal encouraging progress in consumer perceptions of print, paper, and paper-based packaging, with notable shifts in understanding sustainability and the role of paper in a circular economy. The survey, conducted across several key European markets, shows growing awareness of the environmental impact of paper products and the role paper plays in a sustainable future. Although misconceptions still persist, the advocacy group highlighted that consumers are increasingly recognizing the truth about the environmental credentials of paper and Europe’s Forest management practices. A key finding from the survey is the gradual reduction in the belief that European forests are shrinking. While the majority of consumers (56%) still hold this misconception, it represents a drop from 60% in 2023, signaling that awareness campaigns are beginning to take effect. On the flip side, the number of consumers correctly understanding that European forests are, in fact, growing, has increased slightly to 16%—up from 15% in 2023. Jonathan Tame, Managing Director of Two Sides Europe, noted: “The fact is that European forests have been expanding by an area roughly the size of Switzerland from 2005 to 2020. While we’re encouraged by the progress, the myth that our forests are declining is still prevalent.” Tame continued: “Our ongoing efforts focus on educating consumers about paper’s renewable nature and the responsible forest management that sustains it. This understanding is crucial in shaping a more informed view of paper’s environmental impact.” Another positive trend uncovered by the research was a significant uptick in awareness of Europe’s paper recycling performance. One in four consumers (25%) now understand that over 60% of paper is recycled in Europe, a notable increase from just 18% in 2023. This is in line with the reality that the European paper recycling rate has exceeded 70% in recent years, reflecting Europe's robust recycling infrastructure. Additionally, 68% of consumers now report understanding what can be placed in the recycling bin, indicating an improved public awareness of proper recycling practices. Tame commented, “Recycling is a cornerstone of sustainability, and the fact that more consumers are engaging with and understanding it is a positive sign for the future of sustainable consumption.” However, the survey also revealed some areas where further education is needed. A significant portion of consumers (64%) believe only recycled paper should be used, a slight decrease from 67% in 2023. Two Sides emphasized that while recycling plays a critical role in sustainability, the paper lifecycle requires a balanced approach that combines both recycled and fresh fiber. Tame explained, “Paper cannot be recycled indefinitely. Fresh fiber from responsibly managed forests is essential for maintaining the quality and strength of paper products. We need to ensure consumers understand that the use of fresh fiber is key to the long-term sustainability of the paper industry.” The survey results indicate that while progress is being made in consumer understanding, myths about paper’s environmental impact still persist. Tame highlighted the importance of continued education, stating: “There is still much work to be done in communicating the sustainable story of paper—from renewable forestry practices and responsible sourcing to efficient production and high recycling rates. But the progress we’re seeing is encouraging.” He concluded, “The findings from this survey suggest that while consumer understanding is improving, these myths still exist. With continued collaboration between industry, government, and consumers, we can dispel misinformation and contribute to a more informed, sustainable future for paper and print.” Two Sides remains committed to its mission of providing transparency, dispelling myths, and educating the public about the sustainability of paper products, supporting a sustainable and responsible future for the paper industry.

Tonernews.com, June 16, 2025. USA

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New findings from the 2025 Trend Tracker survey by Two Sides reveal encouraging progress in consumer perceptions of print, paper, and paper-based packaging, with notable shifts in understanding sustainability and the role of paper in a circular economy.

The survey, conducted across several key European markets, shows growing awareness of the environmental impact of paper products and the role paper plays in a sustainable future. Although misconceptions still persist, the advocacy group highlighted that consumers are increasingly recognizing the truth about the environmental credentials of paper and Europe’s Forest management practices.

A key finding from the survey is the gradual reduction in the belief that European forests are shrinking. While the majority of consumers (56%) still hold this misconception, it represents a drop from 60% in 2023, signaling that awareness campaigns are beginning to take effect. On the flip side, the number of consumers correctly understanding that European forests are, in fact, growing, has increased slightly to 16%—up from 15% in 2023.

Jonathan Tame, Managing Director of Two Sides Europe, noted: “The fact is that European forests have been expanding by an area roughly the size of Switzerland from 2005 to 2020. While we’re encouraged by the progress, the myth that our forests are declining is still prevalent.”

Tame continued: “Our ongoing efforts focus on educating consumers about paper’s renewable nature and the responsible forest management that sustains it. This understanding is crucial in shaping a more informed view of paper’s environmental impact.”

Another positive trend uncovered by the research was a significant uptick in awareness of Europe’s paper recycling performance. One in four consumers (25%) now understand that over 60% of paper is recycled in Europe, a notable increase from just 18% in 2023. This is in line with the reality that the European paper recycling rate has exceeded 70% in recent years, reflecting Europe’s robust recycling infrastructure.

Additionally, 68% of consumers now report understanding what can be placed in the recycling bin, indicating an improved public awareness of proper recycling practices. Tame commented, “Recycling is a cornerstone of sustainability, and the fact that more consumers are engaging with and understanding it is a positive sign for the future of sustainable consumption.”

However, the survey also revealed some areas where further education is needed. A significant portion of consumers (64%) believe only recycled paper should be used, a slight decrease from 67% in 2023. Two Sides emphasized that while recycling plays a critical role in sustainability, the paper lifecycle requires a balanced approach that combines both recycled and fresh fiber.

Tame explained, “Paper cannot be recycled indefinitely. Fresh fiber from responsibly managed forests is essential for maintaining the quality and strength of paper products. We need to ensure consumers understand that the use of fresh fiber is key to the long-term sustainability of the paper industry.”

The survey results indicate that while progress is being made in consumer understanding, myths about paper’s environmental impact still persist. Tame highlighted the importance of continued education, stating: “There is still much work to be done in communicating the sustainable story of paper—from renewable forestry practices and responsible sourcing to efficient production and high recycling rates. But the progress we’re seeing is encouraging.”

He concluded, “The findings from this survey suggest that while consumer understanding is improving, these myths still exist. With continued collaboration between industry, government, and consumers, we can dispel misinformation and contribute to a more informed, sustainable future for paper and print.”

Two Sides remains committed to its mission of providing transparency, dispelling myths, and educating the public about the sustainability of paper products, supporting a sustainable and responsible future for the paper industry.
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June 16, 2025 at 11:19 AM

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