Many companies continue to encourage (and sometimes force) their customers to switch from paper to electronic communications, using claims that electronic communication is “greener,” “saves trees” or “protects the planet” as justification. One can only conclude that the CEOs of these companies are either:
1) misinformed about the inherent sustainability of print and paper, the rapidly expanding environmental footprint of digital communication, or both,
2) trusting marketing teams who don’t bother to validate environmental claims, or
3) seeking to save costs by ignoring established environmental marketing standards from the U.S. Federal Trade Commission, the Competition Bureau of Canada, the UN Environment Programme, the International Organization for Standardization (ISO 14021), the World Federation of Advertisers and others that say marketers should not make broad, unsubstantiated environmental benefit claims like “green” and “environmentally friendly,” and that all environmental claims must be supported by competent and verifiable scientific evidence.
Growth of electronic devices and e-waste
There’s no arguing that the use of electronic devices has exploded over the last decade. According to a 2021 study by the Pew Research Center, the vast majority of Americans (85%) now own smartphones, up from just 35% in 2011. Nearly three-quarters of U.S. adults now own desktop or laptop computers, and roughly half now own tablets. This boom has resulted in many advances that make our lives more efficient, productive and enjoyable. But it has also brought with it serious and increasing environmental, health and economic consequences.
According to the most recent Global E-waste Monitor (GEM), a record 53.6 million metric tons (Mt) of electronic waste was generated in 2019, up 21% in just five years. For perspective, this e-waste weighed as much as 350 cruise ships the size of the Queen Mary 2, enough to form a line 76 miles long. The GEM describes e-waste as discarded products with a battery or plug. Small electronic equipment, screens and monitors, small IT and telecommunication equipment comprised more than half of global e-waste in 2019. The U.S. and Canada collectively generated 7.7 Mt of electronic waste. That’s 46 lbs. per person, and nearly three times the worldwide per capita generation of 16 lbs.
The report also predicted that global e-waste, will reach 74 Mt by 2030, almost a doubling of e-waste in just 16 years. This makes e-waste the world’s fastest-growing waste stream, fueled by higher consumption rates of electric and electronic devices, short device life cycles and few options for repair. Many people now view electronic devices as ultimately disposable, simply discarding them when it’s time for an upgrade. Others may hold on to them, but are unable to find a cost-effective way to repair them.
Little e-waste is recycled
The GEM found that only 17.4% of e-waste was collected and recycled globally in 2019, with only 15% of e-waste in North America recycled. Most e-waste was either dumped or burned rather than being collected for recycling and reuse.
Numerous toxic and hazardous substances are found in electronic equipment and pose severe risk to the environment and human health when not handled in an environmentally sound manner. Recent research cited in the GEM found that unregulated e-waste is associated with increasing numbers of adverse health effects, from birth defects and altered neurodevelopment to DNA damage, adverse cardiovascular and respiratory effects and cancer.
E-waste also represents a huge economic loss. When electronic devices are simply thrown away, high-value, recoverable materials such as iron, copper and gold are thrown away with them. “If we cannot recycle electronic waste, we’re not taking back materials into the loop, which means we have to extract new raw materials,” says Vanessa Forti, the lead author of the GEM. It’s estimated that the value of raw materials in all global e-waste generated in 2019 equaled a staggering $57 billion US, more than the gross domestic product of most countries.
Electronic communication, energy consumption and climate change
The miniaturization of equipment and the “invisibility” of the infrastructures used leads many to underestimate the environmental footprint of digital technology. This phenomenon is reinforced by the widespread availability of services in the cloud, which makes the physical reality of use all the more imperceptible and leads to underestimating the direct environmental impacts of digital technology.
Global tech giant Cisco estimates that by 2023, North America will have 345 million internet users (up from 328 million in 2018), and 5 billion networked devices/connections (up from 3 billion in 2018). The U.S. Department of Energy reports that U.S. data centers consumed an estimated 70 billion kilowatt hours (kWh) in 2014, representing about 1.8% of total U.S. electricity consumption, with estimated 2020 consumption at around 73 billion kWh. This energy consumption does not include the energy required to drill and mine for raw materials, build, power or recharge the devices.
According to The Shift Project, a carbon transition think tank, the energy consumption required for digital technologies is increasing 9% each year, and the share of digital technology in global greenhouse gas (GHG) emissions could double to 8% by 2025.
The contrasts between electronic and paper communications are well-defined
The magnitude of the negative impacts resulting from the use of electronic communication should be cause enough for companies to abandon their unverifiable greenwashing claims that going digital is better for the environment, but the comparison with paper-based communication should seal the deal for those that are committed to responsible marketing practices.
Since its inception, Two Sides has been working to end anti-paper greenwashing. For more information about Two Sides’ Anti-greenwash Campaign, click here.
For more facts on paper sustainability topics, click here.
LONDON, UK (November 13, 2018) – At the annual meeting of Two Sides’ Country Managers in London on November 5, 2018, representatives from Australia, Europe, New Zealand, North America, South America and South Africa determined to continue efforts to stop organizations from making misleading, anti-print and paper claims in their customer communications.
Since its inception, Two Sides’ anti-greenwash campaign has investigated 921 organizations worldwide. Of these, over two-thirds were found to be using unsubstantiated claims regarding paper’s impact on the environment, usually in breach of local advertising regulations. After being challenged by Two Sides, a total of 335 organizations have now removed or changed their messaging.
In a joint statement, Two Sides’ Country Managers stated: “We are thrilled to be able to report the latest global anti-greenwash results. The Anti-Greenwash campaign is such an important initiative because without Two Sides’ intervention there would be no other body holding these organizations to account. But despite the success of the campaign, as well as clear rules on unsubstantiated environmental claims, greenwash tactics are still commonplace. Everyday, new claims are brought to the attention of Two Sides, from some of the world’s largest companies telling tens-of-millions of their customers that paper is bad for the environment.”
Common consumer misconceptions about print and paper are being reinforced by service providers as they increasingly encourage their customers to switch to electronic bills, statements and correspondence. The incentive to switch is often based on unfounded environmental claims such as ‘Go Green – Go Paperless’ and ‘Choose e-billing and help save a tree.’
Not only are these claims misleading, but the drive to digital is not without environmental impacts and also not welcomed by many consumers.
In a survey commissioned by Two Sides, over 10,000 consumers around the globe were asked about their preferences for print. Key findings include:
Two Sides’ Country Managers remark: “Two Sides, of course, recognizes the benefits of digital communication in today’s ever-online world, but we must not force change as a blanket policy on all consumers, particularly under the guise of misleading and unsubstantiated environmental claims. Two Sides asks all services providers to take a fair and honest approach to their communications and ensure that consumers remain free to choose paper, without charge or difficulty.”
If you see instances of Greenwash messages, please send the details to email@example.com.
About Two Sides
Two Sides is a not-for-profit, global initiative promoting the unique sustainable and attractive attributes of print, paper and paper packaging. Two Sides’ members span the entire print, paper and packaging value chain including: forestry, pulp, paper, packaging, inks and chemicals, finishing, publishing, printing, envelopes and postal operators. Membership in Two Sides demonstrates your organization’s commitment to the environment and continuing desire to improve practices.
For more information about the Anti-Greenwash campaign, or to learn more about Two Sides, please contact us:
Australia and New Zealand: Kellie Northwood, firstname.lastname@example.org
Austria: Patrick Mader, email@example.com
Brazil: Fabio Arruda Mortara, firstname.lastname@example.org
France: Jan Le Moux, email@example.com
Germany: Anne-Katrin Kohlmorgen, firstname.lastname@example.org
Italy: Massimo Ramunni, email@example.com
Netherlands: Erik Timmermans, firstname.lastname@example.org
Nordics: Magnus Thorkildsen, email@example.com
North America: Phil Riebel, firstname.lastname@example.org
South Africa: Deon Joubert, email@example.com
UK: Jonathan Tame, firstname.lastname@example.org