Two Sides North America President Kathi Rowzie and Two Sides Europe Managing Director Jonathan Tame recently talked with German Sacristan, director of on-demand printing and publishing at Keypoint Intelligence, about greenwashing – the use of unsubstantiated and misleading environmental claims by corporations and other entities to encourage consumers to stop using paper – and what Two Sides is doing to eliminate it.
Funded entirely through membership dues, Two Sides is the only industry organization that directly challenges major corporations, the media and other types of organizations that promote common environmental myths, such as going paperless “saves trees,” “protects the environment” and “reduces carbon emissions.” Our global anti-greenwashing campaign has resulted in more than 800 companies, government agencies and other organizations changing or eliminating anti-paper environmental claims.
“In North America alone, the companies that have eliminated bogus environmental claims about paper as a result of Two Sides’ anti-greenwashing campaign collectively represent billions of instances of greenwashing and consumers numbering in the hundreds of millions who are no longer seeing anti-paper environmental messages from their service providers,” Rowzie says.
“But Two Sides did not achieve this alone,” she adds. “We’re all in this together, and the continuing support and engagement of our members is critical to helping end greenwashing and to amplifying the great sustainability story of print, paper and paper-based packaging. Two Sides membership is an investment in the future of our industry, and we invite every company whose business depends on paper to join us.”
The Book Manufacturers Institute (BMI) recently commissioned well-known pollster Frank Luntz to find out how parents view the effectiveness of various learning materials, including books, textbooks and workbooks. The most definitive conclusion was that virtually every parent wants physical materials as part of student learning. 85% of parents want physical books in some form, and 88% think they are important and essential learning tools.
In summarizing the study results, Luntz said, “With parents keenly aware of the shortcomings of online learning thanks to the pandemic, this finding is only surprising in its intensity and uniformity. Every demographic and geographic subgroup agrees: printed materials are essential to student learning.”
In the survey of 1,000 parents of K-12 school children across America, the results could not be more conclusive. Parents are deeply focused on what their children learn and, just as important, how they learn it: by a 69% to 31% margin, parents chose physical over online materials when given the option.
In every possible measurement, parents believe physical books will outperform online. From testing results to successful learning, from knowledge retention to focusing on the subject, parents simply believe the physical book is the superior teaching tool.
The survey showed that frustrations with online learning during COVID are real. More than 80% of parents from all backgrounds (including 74% of those who typically favor online materials) believe printed materials would have made their jobs helping their students learn from home easier.
“Parents are more engaged with their children’s education, and they want the help only physical books, textbooks and workbooks can provide,” Luntz said.
Parents cited distractions that students encounter with online materials, such as the ease of surfing the internet during instruction, as the No. 1 concern in moving away from physical printed materials. It’s why parents believe their kids will comprehend better using physical books and why over 70% of parents would prefer their kids hold a book rather than a tablet.
In addition to commissioning the national poll, BMI asked Dr. Naomi Baron, Professor Emerita of Linguistics at American University, to write a whitepaper that summarizes the scientific research around reading print versus digital and how each impacts learning. Dr. Baron explains, “An abundance of research now substantiates that yes, medium matters for learning. While both print and digital have roles to play, the evidence demonstrates the continuing importance of print for sustained, mindful reading, which is critical to the educational process.”
For complete survey results, visit the BMI website.
CHICAGO – May 25, 2021 – Print media has seen significant disruption during the coronavirus pandemic, with lockdowns changing the way we access and consume news and information. But even as familiarity with and use of online media has increased, print on paper remains a widely used and highly valued resource. This according to a new survey, “Paper’s Place in a Post-Pandemic World,” commissioned by non-profit organization Two Sides North America and conducted by global research firm Toluna.
“Print and digital communications are often compared as an either/or proposition to suggest one is better than the other,” says Two Sides North America President Kathi Rowzie, “but our research shows that both play an important part in today’s information-driven economy. Rather than adopt a one-size-fits all digital communications strategy, savvy news organizations and other businesses will continue to offer consumers a choice and in doing so, help to assure that those who are unwilling or unable to access digital information are not disadvantaged.”
As a result of pandemic-related lockdowns, traditional news brands have successfully developed or enhanced their digital platforms, leading many to turn to online media as a primary source of news and information. But it cannot be assumed that everyone who moved online for news did so by choice or that all who moved online will remain there as restrictions on work, travel and leisure are lifted. While the Two Sides survey showed that 58% of consumers intend to read more news online in the future, this percentage has not changed since 2019. And although print newspaper readership has taken a hit during the pandemic, 49% of consumers say they would be concerned if printed news were to disappear.
It’s important to note that for many Americans, printed communication is not a choice – it’s a necessity. The U.S. Federal Communications Commission estimates that some 21 million Americans do not have access to broadband internet service,1 but other organizations, including Microsoft,2 report estimates as high as 157 million. In addition, many who have access to internet service cannot afford it. Consumers in rural areas without broadband infrastructure and many among our most vulnerable populations – older Americans, those with disabilities and low-income individuals – depend solely on printed newspapers, magazines, books, bills and statements.
In addition, digital communication is not universally welcomed. Nearly three in 10 consumers (29%) prefer to read newspapers in print, and that number jumps to more than four in 10 for those over age 55. 44% of consumers say they gain a better understanding of a story when reading news in print versus online. When it comes to magazines, 38% of consumers prefer to read in print, with percentages climbing to 49% for those over 55 and 63% for those over 65. When all age groups are included, 44% prefer to read books in print.
As might be expected, the survey shows that younger adults, those aged 18 to 24 in particular, prefer to read all types of media online. But even among these younger consumers, 28% prefer to receive and read personal information from doctors and hospitals in print, 27% prefer to read books in print and 23% prefer to receive bills and statements from service providers in print.
“It’s clear that digital communication is changing the way we receive news and information,” Rowzie says, “but Americans’ growing dependence on digital communication brings its own concerns, which in turn presents opportunities for print media to hold and potentially reclaim a bigger slice of the consumer media pie. Our survey reveals that 52% of consumers believe they spend too much time on their electronic devices, and just over half are concerned that the overuse of digital devices may be damaging their health. And as headlines about online security breaches become a common occurrence, 64% say they are increasingly concerned that their personal information held electronically is at risk of being hacked, stolen, lost or damaged.”
Consumers also are increasingly concerned about the environmental impacts of their communication choices, but there are a lot of misconceptions in the marketplace about the sustainability of both digital communication and print on paper. “Our survey shows that 67% of consumers believe electronic communication is better for the environment that print on paper,” Rowzie says. “But the miniaturization of today’s electronic devices and the ‘invisible’ nature of digital infrastructure and cloud-based services cause many to vastly underestimate the environmental footprint of electronic communication, which includes the mining of raw materials like iron, copper and rare earth minerals to produce electronic devices, the massive amounts of predominately fossil fuel energy used to manufacture and operate those devices and the server farms that support them, and the enormous and growing amount of e-waste generated.
“Like all manufactured products, paper has an environmental footprint, too,” Rowzie explains. “But in the U.S., it is a material whose industry grows and regrows its own raw material (wood fiber from trees), derives two-thirds of the power to drive its processes from renewable, carbon-neutral biofuel, cleans and returns more than 90% of the water it uses to the environment and recycles more than 95% of the chemicals it uses to turn trees into pulp. In addition, with a 66% recovery rate, paper is the most recycled material in the country, according to the U.S. Environmental Protection Agency. That’s a powerful sustainability story the electronics industry cannot match.”
For more facts about the environmental sustainability of print and paper products, visit https://twosidesna.org/two-sides-fact-sheet
About Two Sides North America, Inc.
Two Side North America is an independent, non-profit organization that promotes the sustainability of print, paper and paper-based packaging, and dispels common environmental misconceptions about paper products. We are part of the Two Sides global network which operates across North America, South America, Europe, Australia and South Africa.
Kathi Rowzie, President
Two Sides North America, Inc.
As support for Two Sides’ consumer-focused Love Paper campaign continues to grow, we are pleased to announced that the Love Paper logo is now available for on-product use!
Any company that uses print, paper and paper-based packaging, including brands, retailers, marketing agencies, printers, and paper and paper-based packaging manufacturers, can use the Love Paper® on-product logo to enhance their own sustainability messages.
The Love Paper® logo is a simple, eye-catching way to tell customers that you care about the environment and use products from an inherently sustainable industry. The logo’s subtle design and color variations are an effective yet unintrusive addition to any paper product, from printed catalogs and books to direct mail and product packaging.
To register to use the Love Paper® logo, simply click here or go to lovepaperna.org and click on the “On-product Logo Use” link at the top of the home page. Your organization must agree to the terms and conditions of logo use and complete the online registration form. You will be authorized to use the Love Paper on-product logo and will receive usage guidelines and a link to downloadable logo files after your application is approved by Two Sides.
Don’t miss the opportunity to promote the sustainability of print, paper and paper-based packaging by using the Love Paper logo on your company’s products! Register today!
Love Paper® is a registered trademark of Two Sides Ltd, registered as an educational service providing information related to print media, paper and paper-based packaging.
Website and ads feature sustainability facts about print and paper products related to forestry, recycling and renewable energy use in the U.S. and Canada
CHICAGO, June 25, 2020 – Two Sides North America today announced the launch of Love Paper, a new campaign designed to raise consumer awareness of the unique and inherently sustainable characteristics of print, paper and paper-based packaging. The centerpiece of the campaign is a consumer-friendly website, lovepaperna.org, where the click of a mouse reveals surprising facts about how print and paper products contribute to a sustainable future for us all.
“As consumers become increasingly concerned about the environmental impacts of the publications they read, the products they buy and the packaging those products come in, they need factual, science-based information to make informed purchasing decisions,” says Two Sides North America President Phil Riebel. “But all too often, they have little more than unsubstantiated marketing claims like ‘go green, go paperless’ or ‘going paperless saves trees’ to guide them. We created the Love Paper campaign to make it easy for anyone to get verifiable facts about the sustainability of print and paper products from a wide variety of trusted sources.”
A key element of the Love Paper campaign is a series of print ads that promote the sustainability of print and paper. The ads, which focus on the sustainable forestry, recycling and renewable energy advantages of paper, are available to newspaper and magazine publishers free of charge. Editor & Publisher (E&P) magazine, the authoritative journal covering all aspects of the newspaper industry, is among the ad campaign’s most enthusiastic supporters.
“The newspaper industry and our suppliers are very focused on environmental sustainability, so supporting the Love Paper campaign is a natural fit for us,” says E&P Publisher Mike Blinder. “We especially like the ‘Paper Revolution’ ad on recycling because newspaper recycling is such a big part of the American recycling success story. Nearly 70% of old newspapers are recycled into new newsprint, boxboard and other products. The Love Paper ads help us share this great story with our readers.”
The full color ads are available in full page, half page (horizontal and vertical) and quarter page sizes. Publishers interested in running the ads can go to the “For Publishers” page on the www.lovepaperna.org website or email Two Sides North America at firstname.lastname@example.org.
Consumers Underestimate the Sustainability of Print and Paper Products
By their very nature, print and paper products are an important part of a circular economy where resources are used as productively and efficiently as possible. They are made with renewable raw materials, are recyclable and in North America are manufactured using mostly renewable, carbon-neutral energy, making them an environmentally sound choice for reading materials, communications and packaging solutions. Yet many North American consumers significantly underestimate how sustainable print and paper products truly are.
For example, a 2019 survey commissioned by Two Sides found that 58% of consumers believe U.S. forests are shrinking. In fact, the U.N. Food and Agriculture Organization estimates these forests, which supply the fresh wood fiber used by the U.S. pulp and paper industry, grew by a net area equivalent to more than 1,600 NFL football fields per day between 1990 and 2015. In Canada, only 21% of consumers think the recycling rate for paper and paper-based packaging exceeds 60%. In reality, the Canadian recycling rate is among the highest in the world at 70% according to the Forest Products Association of Canada.
“Our surveys also show that 68% of U.S. consumers believe print is the most enjoyable way to read books and 65% prefer reading printed magazines, with Canadian consumer preferences closely matching those of Americans,” Riebel says. “On the packaging side, our data also show that more than half of U.S. consumers surveyed are actively taking steps to reduce their use of plastic packaging as evidence of harm caused by plastic litter in the oceans continues to grow. The Love Paper campaign provides credible, fact-based information on why print and paper products are an environmentally responsible choice.”
About Two Sides
Two Sides North America, Inc. is an independent, non-profit organization that promotes the sustainability of the Graphic Communications and Paper-based Packaging value chain and dispels common environmental misperceptions about print and paper products. We are part of the Two Sides global network which includes more than 600 member companies across North America, South America, Europe, Australia and South Africa. Our member companies span the Graphic Communications and Paper-based Packaging value chain, including forestry, pulp, paper, paper-based packaging, chemicals and inks, pre-press, press, finishing, printing, publishing, envelopes and postal operations. For more information about Two Sides North America, visit us at www.twosidesna.org and follow us on Facebook, LinkedIn, and Twitter.
For more information, contact Two Sides at:
As U.S. consumers become increasingly aware of the environmental impact of their packaging choices, a majority believe paper-based packaging is better for the environment, according to the results of Two Sides North America’s 2020 U.S. Packaging Preferences Survey. The survey, which was conducted by independent consumer research company Toluna, sought to understand consumer preferences, perceptions and attitudes toward various types of packaging.
Respondents were asked to rank their preferred packaging materials (paper/cardboard, glass, metal and plastic) based on 15 environmental, practical and visual/tactile attributes. Overall, paper/cardboard packaging ranked highest on 11 of the 15 attributes, with 66% of respondents saying paper/cardboard packaging is better for the environment. Consumers also ranked paper/cardboard packaging highest on other environmental attributes, including being home compostable (69%) and easier to recycle (51%).
Glass packaging ranked highest among consumers on three practical and tactile/visual attributes, including being reusable (36%), having a preferred look and feel (32%) and providing better protection (29%). Nearly half of respondents (47%) ranked metal packaging highest for being strong and robust. Plastic packaging was not ranked highest for any of the 15 attributes but was ranked second highest for seven attributes.
“Interest in sustainable packaging continues to gain momentum as consumers become more aware of how various packaging materials impact the environment,” says Two Sides North America President Phil Riebel. “Our survey shows that U.S. consumers recognize paper-based packaging’s environmentally sustainable characteristics, but some areas remain misunderstood, particularly paper’s high recycling rate.”
The survey showed that paper/cardboard is correctly considered by consumers to be the most recycled packaging material, but only 24% think the U.S. recycling rate for paper/cardboard packaging exceeds 60%. In fact, 73% of all paper-based packaging in the United States is recycled, and 88% of cardboard is recycled, according to the most recent data available from the U.S. Environmental Protection Agency.
Consumer attitudes toward plastic are clear, with 57% of survey respondents indicating they are actively taking steps to reduce their use of plastic packaging. While consumers believe plastic packaging is the second-most recycled after paper/cardboard packaging, most respondents significantly overestimate the plastic packaging recycling rate, believing it to be between two and more than five times greater than the actual rate of 13%.
Metal packaging is perceived to have the third highest recycling rate and glass packaging comes in fourth. With latest available figures showing actual recycling rates of 73% and 34%, respectively, the level of recycling for these packaging materials also is widely misjudged.
The survey also found that consumers across the United States are willing to change their behavior to shop more sustainably. Nearly 4 in 10 (38%) are willing to spend more on a product if it is packaged using sustainable materials, and more than a third (36%) said they would consider avoiding a retailer who is not taking steps to reduce their use of non-recyclable packaging.
“Awareness of sustainable packaging choices is becoming a driving force in consumer purchasing decisions, which in turn is influencing businesses to rethink their packaging strategies, particularly in the retail sector,” Riebel says. “The culture of make, use and dispose is gradually changing.”
The wide-ranging Packaging Preferences Survey also explored consumer perceptions of various U.S. retailers’ efforts to increase their use of environmentally friendly packaging, awareness of forest certification and environmental labels, and preferences in shopping bag materials.
To read the full report, please visit https://twosidesna.org/survey.
 U.S. Environmental Protection Agency, 2017
 U.S. Environmental Protection Agency, 2017
How do our brains respond to print vs. digital communications? It turns out our brains seem to love print, and there is a growing body of neuroscience that shows that print marketing affects us in powerful ways related to memory, recall, and enjoyment. Scientists are using neuroscience techniques like eye tracking and biometric measurements to gauge people’s initial reactions to physical media like paper-based ads.
“We started to see research in earnest in the late 2000s, and since then, we’ve seen the number of studies grow. It’s called the ‘neuroscience of print,’” says Heidi Tolliver-Walker in her article, Neuroscience and Print: Compiled List of Links. “Interest in this area of study started the United Kingdom’s Royal Mail/Millward Brown’s Using Neuroscience to Understand the Role of Direct Mail in 2009.”
The Millward Brown study used functional Magnetic Resonance Imagery (fMRI) scanning to understand how the brain reacts to physical and virtual stimuli. The researchers examined brain activity to see the regions most involved in processing advertising. Results showed that “… greater emotional processing is facilitated by the physical material than by the virtual.” This suggests that print ads generated more emotion and positive associations, which the researchers say is vital for memory and brand recall.
Tolliver-Walker shares links to many other “neuroscience of print” studies in her article. You can read the results of the studies on direct mail, reading on paper vs. print, and digital vs. print ads, and more here: http://whattheythink.com/articles/96108-neuroscience-print-compiled-list-links/
Learn more statistics and facts about how people feel about print from our infographics, Why so Many People Love Print
Mopria, a global non-profit formed to provide standards and solutions for printing and scanning, has released the results of their Mopria Workflow Survey. The findings indicate that paper is still important in office workflows. The survey results refute a common assumption that workers prefer digital only workflows and demonstrate balanced preferences between paper and digital media. Mopria surveyed 1,377 individuals between the ages of 25 to 65 who work in an office setting. Among the key findings, the results showed that:
“In a world with highly digital workflows, we were surprised to find that such endearment still exists for traditional handwritten notes,” said Greg Kuziej, Chairman of the Board at the Mopria Alliance. “It follows the old saying, ‘the faintest ink is more powerful than the strongest memory’.”
Read more about the survey here: https://facilityexecutive.com/2019/05/many-workers-still-prefer-paper-over-digital-media/
Phil Riebel, President of Two Sides North America was recently interviewed by Cindy Woods, President and CEO of The CMO Team, a creative and content marketing agency located in Marietta, Georgia, specializing in marketing solutions for print organizations. The resulting article headlined PAPER, PACKAGING, AND PRINT: A Sustainability Story We Love to Tell has been featured in Spring 2019 editions of various print and graphics company-branded publications throughout the US.
Riebel focused the conversation on responsible forest management and the recyclability of paper products. He shared that there is a strong story to tell in North America about how forests are being better managed, despite the negative imagery in the media. When it comes to recycling, Riebel says few products are as recyclable as paper and packaging. To date in North America, Two Sides has approached 177 companies about their negative claims around the use of paper, and 118 of them (66%) have removed those claims after becoming more educated on the topic. “We’ve had several decades to research, report, and act on the full impact our manufacturing processes have had on the environment, and the research continues,” says Riebel. “We can say with certainty that it has driven some of the strongest and most successful environmental-responsibility changes any industry has undergone in ages, and there is more to come.”
You will find the entire article published in the spring edition of one:one magazine as well as other print and graphics company publications around the US.
Our goal at Two Sides North America is to ensure that print remains one of the most powerful and sustainable forms of communications for generations to come. We are spreading the word by providing our members with facts, research, and tools to help communicate the importance of the paper and print industries and the benefits they bring to our economy and our communities.
We have just released five new ads to encourage companies to join our growing network of members.
Please consider donating ad space and featuring our ads in your print publications or online. Contact us at email@example.com.
Two Sides depends entirely on the financial support and engagement of over 1,000 members globally, including 160 members in North America. These include a wide range of businesses from the Graphic Communications Industry, such as:
Two Sides membership provides a host of resources to help your organization better understand sustainability issues related to the Graphic Communications Industry and more effectively promote the sustainability of our industry and your business. We offer:
If you are not already a member, please visit the Two Sides Membership page and learn more about our educational information and valuable tools to bust myths about print and paper and combat greenwashing. You can also connect with us online at www.twosidesna.org and through social media on Facebook, LinkedIn, and Twitter.
If you are already a member – thank you for your support and please continue to spread the word.