Two Sides North America Takes Lead on Sustainability Messaging

Submitted: Two Sides North America March 30, 2026

Originally published by AICC on March 12, 2026

Two Sides North America (TSNA) and its Love Paper Campaign are taking on a central role in sustainability messaging for the paper and packaging industry, expanding on research and consumer education work previously carried out by the Paper + Packaging Board. The transition follows the discontinuation of How Life Unfolds®, the Paper + Packaging Board’s consumer sustainability program.

The move seemed a natural fit, says Jules Van Sant, TSNA’s executive director. “As stewards of sustainability messaging, we are in the perfect position to carry forward the Paper + Packaging Board’s work.”

TSNA is part of the nonprofit Two Sides global network, which includes more than 600 member companies worldwide working to inform and educate about the environmental sustainability and value of print, paper, and paper-based packaging.

The added role promises to ensure continuity in sustainability communication for the paper and packaging sector, says Van Sant, with TSNA aiming to maintain momentum in consumer education. TSNA promotes the sustainability of paper-based products, including corrugated packaging, highlighting its renewability and recyclability, as well as data-backed research confirming consumer preference for paper packaging as an eco-friendly choice. TSNA also works by emphasizing facts and resources that illuminate how corrugated packaging supports the circular economy and reduces environmental impact.

As part of its expanded sustainability messaging role, TSNA will also emphasize the Love Paper campaign, a globally recognized initiative designed to educate consumers about paper’s sustainable attributes. The campaign highlights the renewability and recyclability of paper-based products while addressing common environmental misconceptions.

According to Van Sant, combining the Love Paper campaign with existing industry research positions TSNA to strengthen consumer awareness. “We’re thrilled to bring the Love Paper campaign to the forefront, using it as a powerful tool to reach consumers directly,” she says.

TSNA’s efforts are part of its broader mission to raise awareness of environmentally intelligent choices about paper.

In related news, Love Paper just spearheaded Love Paper Week for its second year, running February 2–6, with a renewed focus on promoting the sustainability and value of paper in an increasingly digital world.

Love Paper Week organizers say the campaign aims to address persistent misconceptions about the environmental impact of paper, print, and paper-based packaging. According to consumer research cited by the campaign, 44% of Americans believe paper and paper packaging are harmful to the environment, despite evidence that paper is a renewable and highly recyclable material. The data also point to a significant knowledge gap around recycling rates. While only 12% of consumers believe the paper recycling rate exceeds 60%, actual rates range between 60% and 64%, and 69% to 74% for corrugated.

During Love Paper Week, printers, paper merchants, packaging manufacturers, publishers, direct mail agencies, and other industry stakeholders participated by sharing campaign materials supplied by the organization to educate clients and consumers about the sustainable attributes of paper. Organizers say the goal is to reinforce paper’s role to consumers as an effective, creative, and environmentally responsible medium.