Two Sides is a global not-for-profit, membership organisation that promotes the unique sustainable and attractive attributes of print, paper, and paper-based packaging. It represents thousands of businesses worldwide, including forestry, pulp, paper, packaging, inks, finishing, publishing, printing, envelopes, and postal operators.
Every other year, Two Sides commissions independent research to gauge consumer attitudes towards paper-based materials. The 2025 Trend Tracker has just been published and provides some fascinating insights about the importance of print in consumer communications.
(Note: 12,400 participants from around the world were surveyed. This article presents European respondee data only.)
where people prefer print
The 2025 Trend Tracker found that a significant proportion of consumers prefer to receive or read certain information in print rather than digital formats, and this has increased across the board since the pandemic.
The 2025 Trend Tracker found that a significant proportion of consumers prefer to receive or read certain information in print rather than digital formats, and this has increased across the board since the pandemic.
digital v printed communications
While the internet continues to shape how we access information, many consumers are beginning to question its role in their lives. The survey reveals a growing desire to disconnect – at least occasionally – from screens, and a deepening appreciation for printed communication:
- 50% believe they spend too much time on electronic devices
- 58% think children and students learn more when reading printed books and course materials, rather than digital
- 45% feel they better understand a story when reading news in print rather than online
why choice is key to customer communications
While print and digital are often pitted against each other in the search for the most effective communication channel, each plays a valuable, complementary role. What matters most is offering consumer choice, rather than pushing people down a digital-only route:
Consumers are increasingly experiencing digital fatigue from constant exposure to online advertising on websites, apps, and social platforms. This not only lowers the effectiveness of digital campaigns but also contributes to user frustration, ad blindness, and the widespread use of ad blockers. As a result, many people disengage from content altogether or actively avoid brands they perceive as intrusive, highlighting the need for more considered approaches.
the enduring value of print marketing
Printed advertising materials (such as newspapers, magazines, leaflets, brochures, and catalogues) continue to play a valuable role in how consumers engage with brands and products. Far from being overlooked, the 2025 Trend Tracker indicates that these formats are seen as more trustworthy and persuasive than digital ads. When receiving a printed leaflet or catalogue, consumers say they are:
- 42% likely to browse through the content
- 31% likely to visit a physical store
- >27% likely to plan a shopping trip.
They also trust print advertising for offers and pricing above all other mediums:
- 47% trust printed leaflets
- 45% trust TV adverts
- 40% trust print ads in newspapers/magazines
- 36% trust audio/radio adverts
- 33% trust outdoor advertising
- 30% trust email marketing
- 24% trust social media
- 22% trust digital banners
Print commands attention and consumers actively engage with the content:
- 12% spend > 10 minutes reading printed leaflets each week
- 16% spend 5–10 minutes
- 25% spend 2–5 minutes
meaning over half of consumers (53%) spend 2 or more minutes reading printed leaflets each week.
paper packaging perceptions
The 2025 Trend Tracker also shows that paper-based packaging is increasingly seen as a preferred sustainable choice, with consumers favouring it for its compostability, environmental impact, and recyclability:
When consumers were asked to select their preferred packaging material (paper/cardboard, plastic, glass, or metal) based on key environmental, visual, and physical attributes, paper/cardboard was the top choice in 9 categories, glass in 4, metal and plastic in 1 each.
- 62% said they prefer products ordered online to be delivered in paper packaging
- 41% would consider avoiding a retailer if it was not trying to reduce its use of non-recyclable packaging
- 39% would be willing to spend more on a product if it were packaged using sustainable materials.
To read more about global consumer perceptions of print, paper, and packaging, visit the Two Sides website
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