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How Two Sides Is Changing The Conversation About Print Stateside.

As a key part of the international Two Sides network, Two Sides North America (TSNA) promotes the sustainability and attractiveness of print, paper and paper-based packaging across the US and Canada, giving members and consumers factual and credible information that enables them to make informed decisions about the use of print and paper products.

The Rise Of The Papertarian

Past research by the Paper + Packaging Board (P+PB) in the US confirms there’s a genuine appetite among North American consumers for a more honest conversation about paper and packaging, one that pushes back against decades of misleading environmental messaging.

As the US paper and print industry navigates a challenging time in consumer sentiment towards the environment, TSNA provides sustained and coordinated messaging on multiple fronts, changing the public’s perception of paper.

The most visible activity is the relaunch of Love Paper, a consumer-facing campaign designed to engage with key audiences and give them the true facts about paper. Data from P+PB confirms that Love Paper authentically connects with these audiences and aligns directly with TSNA’s broader ‘Papertarian’ messaging, which connects with people who love paper for its sustainability and accessibility.

Targeting Myths

Love Paper is just one piece of a greater effort. Central to TSNA’s work is its antigreenwashing initiative, which targets the persistent myth that digital has no significant environmental footprint.

The use of AI and the construction of AI infrastructure and data centres across the US, have exposed that myth in a way the industry hasn’t seen before. Communities are pushing back on hyperscale facilities over energy consumption and water use, and asking harder questions about what ‘going paperless’ actually means for the environment. TSNA is making sure those questions get accurate answers, engaging with companies that use unsubstantiated environmental claims to steer customers away from paper-based communications.

The Heart of The Issue

While North American companies are currently going through a consolidation period of structural change, paper remains a consistent part of marketing and is ubiquitous in most aspects of American life. Brand owners continue to reach for paper products when they need to build credibility, cut through digital noise and promote sustainability.

The work of TSNA sits at the centre of all of this, making the case that paper and packaging deserve a place in every conversation about sustainability.

For more information about Two Sides North America, go to twosidesna.org