Trend Tracker Survey Results 2025

The Two Sides Trend Tracker survey reports on consumer attitudes toward print, paper, paper-based packaging and tissue products, revealing both challenges and opportunities for the print and paper industry.

Commissioned by Two Sides and conducted by independent research company Toluna, the study was carried out online in January 2025. Now in its fourth edition, the biennial survey captures evolving perceptions across a wide range of environmental and communication topics. The 2025 research includes national representative insights from 12,400 consumers from the United States, Canada, Europe, including Austria, Belgium, Denmark, Finland, France, Germany, Italy, Norway, Sweden and the United Kingdom, as well as Argentina, Australia, Brazil, New Zealand, and South Africa.

“The Trend Tracker survey is a vital tool for understanding how consumer perceptions are shifting across a wide range of topics related to print, paper, packaging, and tissue products. Unlike earlier editions, where the COVID-19 pandemic introduced dramatic swings in opinion, this year’s findings reveal a steadier and more consistent view across North America. Encouragingly, we’ve seen modest improvements in public understanding, but the survey also highlights some persistent misconceptions that the industry must continue to address.” – Jules Van Sant, Executive Director, Two Sides North America.

Focus Areas of the 2025 Survey:

• Environmental perceptions of paper, print, and fiber-based products
• Preferences for printed or digital communication
• Attitudes toward packaging and sustainable alternatives
• Consumer views on tissue product use and manufacturing

The Headline Summary is FREE to download!

A 4-page headline summary containing some of the key findings from the Trend Tracker 2025 U.S. or Canada survey.

Request the 16-page Executive Report

The complete executive reports, along with the detailed PowerPoint slides and infographics broken down by country, age and other demographics, are available free to Two Sides members.

The report is also available for purchase for $949 for non-members (click here for details) 

To request the full Executive report, PowerPoint slides and supporting marketing materials, or explore membership opportunities, please complete the form below and we will reach out with more information.

At Two Sides North America, we aim to educate all types of consumers on the sustainability of paper, print and paper-based packaging. Through fact sheets, original research, and news that help its members incorporate information about the sustainability of print and paper into messaging that effectively reaches consumers.