Claims like, ‘go paperless, go green’ and ‘go paperless, save trees’, are commonplace as major corporations promote electronic services and products to reduce costs. However, such claims are not backed up by any analysis, they ignore the unique sustainable features of print and paper, and they do not consider the fact that all communication channels have an environmental impact.
Greenwash is an environmental claim which is unsubstantiated or irrelevant. It is often used by organisations to mislead consumers or distract them from the truth, according to Two Sides, a not-for-profit organisation created to promote the sustainability of the graphics communication supply chain and dispel common environmental misconceptions by providing users with verifiable information on why print and paper is an attractive, practical and sustainable communications medium.
In a joint statement, Two Sides country managers stated: “Our global anti-greenwash campaign, targeted at major banks, utilities, telecoms and other Fortune 500 companies, has investigated nearly 500 organisations worldwide. Of these, 63% have been found to be using greenwash in their marketing, usually in breach of local regulations, and after being challenged by Two Sides, 70% have voluntarily amended their messaging – a great success story!”
“We intend to carry on this important work, which, if left unchallenged, would leave millions of consumers believing that the use of paper is environmentally unfriendly. The reality is that paper is produced by a highly responsible industry which manages forests for the benefit of future generations.”
Two Sides is supported by leading companies and associations worldwide, spanning the graphic communications value chain and covering industry associations, inks and chemicals, envelopes and mail, merchants, print equipment, printers, converters, and pulp and paper producers.
