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Recording And Presentations Now Available!
Sustainability, trust and the future of paper: key takeaways from the Two Sides webinar.
Our recent Two Sides webinar hosted by Jonathan Tame, Managing Director of Two Sides, informed members from across Europe how the paper, print and packaging industry can confidently communicate its sustainability story in a rapidly changing world.
What consumers really think
Insights from the 2025 Two Sides Trend Tracker, based on research with over 12,500 European consumers, show a growing preference for print over digital. Print is seen as more trusted, more effective for learning, and less intrusive than screen-based communications.
Crucially, consumers want the choice. Most do not want to be forced into digital-only communications or charged more for choosing paper.
Closing the knowledge gap on sustainability
While paper is the most recycled material globally and European forests continue to grow, consumer understanding remains low. Many still incorrectly associate paper with deforestation. This highlights the need for clearer, fact-based communication from the industry.
Challenging misleading claims
Two Sides continues to tackle greenwash, successfully engaging organisations across Europe to remove unsubstantiated claims that “paperless is better for the environment”. Members are encouraged to report misleading statements so they can be addressed with evidence and facts.
Love Paper: turning insight into action
The webinar concluded with a call to action around Love Paper Week (2–6 February). Members are encouraged to share Love Paper assets and help amplify positive messages about forests, recycling and the value of paper to consumers across Europe.
Working together
Two Sides is strongest when the industry acts together. By sharing facts, challenging misinformation and engaging consumers with confidence, we can ensure paper and print are recognised as trusted, sustainable and essential parts of modern communication.
You can download the Two Sides presentation below.
