The print and paper advocacy group – Two Sides has revealed it challenged over 3,000 organisations worldwide found to be making misleading environmental claims about paper since its inception and more than 1,320 have, so far, removed or amended unsubstantiated anti-paper statements.
The group said the rise in greenwashing is often driven by economic pressures, with many organisations shifting customers from paper-based communications to digital platforms to reduce their costs.
However, it said the transition is frequently accompanied by deceptive environmental messaging that misleads consumers into believing digital is a more sustainable option. This could include statements like ‘Go Green – Go Paperless’ or ‘choose e-billing and help save a tree’. Yet consumer sentiment does not support these forced digital switches.
According to the 2025 Two Sides Trend Tracker report, 56% of European consumers believe that the environmental reasons given for moving to digital are disingenuous and primarily motivated by cost reduction. Additionally, 76% of consumers said they want the right to choose how they receive communications and oppose being forced into digital-only options.
Two Sides added sectors such as tissue and paper-based packaging are increasingly targeted by greenwashing, with companies making vague or unverified claims about new or alternative fibre sources being more sustainable, and/or saving trees, without credible evidence. Jonathan Tame, Managing Director of Two Sides Europe, said: “This type of greenwashing not only violates established environmental marketing standards but also damages the reputation of an industry with a strong and improving sustainability record. Contrary to popular claims, a thriving market for paper products supports forest growth through sustainable forestry. European forests, for example, are growing by the equivalent of 1,500 football pitches every day.”
In Europe alone, Two Sides has persuaded more than 840 organisations, including the likes of HMRC, Santander, Volksbank, and Hess Natur, to withdraw misleading anti-paper messaging from their communications. “Challenging greenwashing is critical. Not only to protect consumer choice but also to uphold the reputation and economic health of the print, paper, packaging, and forestry sectors,” said Tame, noting further that; “These industries support over 640,000 jobs and span more than 112,000 businesses across Europe.”
Two Sides said its anti-greenwash campaign continues to be a priority for the organisation, and it will continue to urge companies to avoid using unsubstantiated environmental claims in favour of paperless operations. The company has asked for any instances of greenwash found to be sent to: greenwash@twosides.info
