Since 2010, the association Two Sides, created by members of the graphic chain, has been fighting against misleading environmental information on paper worldwide, those greenwashing messages that harm the paper, printing and mailing industry.
These allegations concerning the paper medium are generally intended to push customers and users to replace it with various digital services. For the association, these messages such as "Do something for the environment, go paperless" or "Choose electronic invoicing and help save a tree" have for the purpose of "disguise these cost-cutting efforts by using unfounded environmental marketing arguments." . Banks, insurance companies, large retailers, telecommunications providers and even public service organizations use these tricks.
However, these allegations are "extremely detrimental to an industry with a strong and steadily improving environmental record." according to Jonathan Tame, managing director of Two Sides Europe. According to a study commissioned for Two Sides and conducted by Censuswide in 2021, greenwashing could cost the paper industry in Europe 337 million euros in value per year printing and mailing.
"Far from 'saving trees', forest products such as paper in a healthy market encourage the long-term growth of forests through sustainable forest management. Many of the organizations we contact are surprised to discover that the area of Europe's forests has actually increased by the equivalent of 1,500 soccer fields per day. They then realize that they have resorted to preconceived notions, without verifying the information put forward."
In Europe, since the beginning of its action, 574 companies have removed their unsubstantiated claims about the paper, such as Bouygues Telecom and HSBC. On the other hand, Carrefour, Auchan, Citya Immobilier and Vinci refuse to change their greenwashing communication "despite the factual information provided to them by Two Sides".
Globally, Two Sides identified and contacted over 1,900 organizations making misleading claims about the paper. Approximately 880 of them have changed these claims.
"It is essential that greenwashing is challenged to ensure that the excellent environmental performance of paper and print is recognized and that economic activity employing tens of thousands of workers is not affected by the spread of misleading and opportunistic marketing." says Jonathan Tame.
Let's remember that unfounded environmental claims are, since the recent climate and resilience law (of August 22, 2021), considered as a misleading commercial practice, exposing offenders to heavy fines.
