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Two Sides says greenwashing claims are causing damage to the print and paper markets.
Industry group Two Sides has called for greater vigilance of greenwashing claims after research found over 2,500 companies were communicating inaccurate messages to their customers.
According to Two Sides, over 2,650 organisations found to be communicating greenwashing, though more than 1,180 have now removed misleading anti-paper statements.
In Europe, to date, 749 companies have removed unsubstantiated claims about paper such as AXA Insurance, Calor Gas, O2 Telefonica, Menton, Bredband 2 and Citygross.
Keen to build on this, Two Sides is now calling on other businesses that are misleading their customers over the sustainable qualities of print to take similar action and be more accurate in their messaging.
The group gives the example of “misleading and unsubstantiated” environmental marketing messages such as; ‘Go Green – Go Paperless’ or ‘Choose e-billing and help save a tree’. This, Two Sides says is a form of greenwashing that paints an untrue picture of the print sector.
Jonathan Tame, managing director for Two Sides Europe, comments: “These greenwash claims not only violate established environmental marketing regulations but they are hugely damaging for an industry known for its strong and consistently progressive environmental record.
“Far from ‘saving trees,’ a healthy market for forest products such as paper encourages the long-term growth of forests through sustainable forest management. Many of the organisations we challenge are surprised to learn that European forests have actually been growing by 1,500 football pitches every day.”
Two Sides also estimates that, due to the reach of some of these organisations, inaccurate claims have a long-lasting damaging effect on consumer perceptions of paper and threatens the sector. Research by Two Sides and Censuswide in 2021, found in the European mailing and postal sector alone, greenwashing threatens the loss of €337.0m of value annually to the industry.
“It remains vital that these misleading messages are challenged to ensure that the industry’s great environmental record is recognised and that the livelihoods of thousands of industry employees are not damaged by the spread of misleading and opportunistic greenwash marketing,” Tame says.
