The mission of not-for-profit member organisation, Two Sides, is to reinforce confidence in the print, paper, and paper packaging industries. It does this by highlighting the sustainable nature of paper and the positive steps being taken to reduce the sector's environmental impact.
As a Two Sides member, Holywell Press is delighted to report the Global Anti-Greenwash Campaign’s success in removing or amending unsubstantiated statements, such as “Go Green – Go Paperless” or “Choose e-billing and help save a tree.”
The rise in greenwashing is often driven by economic pressures, with many organisations shifting customers from paper-based communications to digital platforms to reduce costs. Unfortunately, this transition is frequently accompanied by misleading environmental messaging that suggests digital is a more sustainable option than print.
It's encouraging that 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. Furthermore, 76% of consumers want the right to choose how they receive communications and oppose being forced into digital-only options.
The issue extends beyond customer communications. 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, saving trees, without credible evidence.
Jonathan Tame, Managing Director of Two Sides Europe, comments: “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, many major brands, including 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,” says Tame. “These industries support over 640,000 jobs and span more than 112,000 businesses across Europe.”
The consequences of unchecked greenwashing are significant. A 2021 study by Two Sides and Censuswide found that in the European mailing and postal sectors alone, greenwashing could result in an estimated €337 million in annual revenue losses due to declining trust and reduced paper use.
As Two Sides continues to prioritise its Anti-Greenwash campaign, it is urging businesses to avoid using unsubstantiated environmental claims in favour of paperless operations.
“We’re grateful to the hundreds of organisations that have responded positively to our campaign,” adds Tame. “We also appreciate the invaluable support of industry stakeholders and the public, who continue to bring greenwashing examples to our attention.”
If you encounter instances of greenwashing, please send the details to [email protected], who will follow up. Want to embrace paper-based communications? Give Holywell a call on 01865 242098 or contact us using the button below.