Two Sides In 2025

Find out what we’re up to over the next 11 months

For Two Sides, 2024 was a fantastic year, with global membership expanding to more than 600 companies, organisations and brands in 16 countries around the world. We have a network of dedicated country managers working hard to educate and inform consumers and businesses about the sustainable benefits of paper, print and paper-based packaging.

Among the success stories is the Anti-Greenwash campaign, which has now challenged over 2,800 companies and organisations about misleading statements they have published about the environmental impacts of print. Of those, more than 1,260 have removed or changed those anti-paper statements.

Then there’s the Love Paper campaign, which manages to reach over 230 million European consumers every year through adverts placed in magazines, newspapers and online platforms.

Designed to improve the public’s perception of paper and paper-based packaging, Love Paper also uses a range of online resources, activities and exclusive competitions to boost that engagement and increase people’s knowledge of the print and packaging industries.

Facts & Insight

Alongside these two campaigns, Two Sides continues to build its range of resources for the print industry, including the hugely popular Myths & Facts booklet, which explains in clear detail the many misconceptions about paper and its effect on the environment, and the Paper Packaging booklet, which delivers the latest facts and research about the sustainability of paper and cardboard packaging.

Two Sides also has a series of fact sheets that cover the most common areas of misunderstanding, from the environmental impact of electronic communication to the vital role that paper plays in literacy and learning.

Trend Tracker 2025

This year, Two Sides has a number of exciting projects in the pipeline, in particular the new Trend Tracker report. Carried out every two years, the Two Sides Trend Tracker report is one of the print industry’s largest surveys into consumer preferences and perceptions of print, paper and paper packaging.

This study questions over 10,000 consumers in 16 countries across the world, from Argentina, Brazil and North America to Australia, New Zealand and Europe, to provide an assessment of the current use of print and people’s attitudes towards it.

In 2023, the report provided some fascinating insights into people’s opinions on print, with an increase in preference for reading not only print newspapers and magazines, but also catalogues, bills and statements, and books. It also showed that people thought children and students learn more from reading print materials than online, and they gain a better understanding of a news story when reading in print.

“The Trend Tracker survey reveals a number of fascinating facts about print and the many advantages it has for the consumer,” says Jonathan Tame, Managing Director of Two Sides. “Whether it’s print media, paper-based packaging or the environment, there will be a lot to learn when the results are published.”

The 2025 Two Sides Trend Tracker survey will be published in May.