Two Sides continues fight against greenwashing, over anti-paper claims

Since its inception, Two Sides has challenged more than 3,000 organisations globally that were found to be making unsubstantiated statements such as “Go Green – Go Paperless” or “Choose e-billing and help save a tree.” The organisation highlights that such greenwashing not only misleads consumers but also unfairly demonizes an industry with a robust and improving sustainability record.

Jonathan Tame, the managing director of Two Sides Europe 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. He added, "Unfortunately, this transition is frequently accompanied by deceptive environmental messaging that misleads consumers into believing digital is a more sustainable option."

Consumer sentiment, however, appears to contradict these forced digital switches. The latest 2025 Two Sides Trend Tracker report reveals that 56% of European consumers believe the environmental reasons cited for moving to digital are disingenuous and primarily motivated by cost reduction. Furthermore, a significant 76% of consumers assert their right to choose how they receive communications and oppose being forced into digital-only options.

The problem of greenwashing extends beyond customer communications, increasingly impacting sectors like tissue and paper-based packaging. Companies in these areas are making vague or unverified claims about new or alternative fiber sources being more sustainable or saving trees, often without credible evidence.

Tame 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". He added. "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 over 840 organisations, including major brands such as 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. "These industries support over 640,000 jobs and span more than 112,000 businesses across Europe."

The consequences of unchecked greenwashing are substantial. A 2021 study by Two Sides and Censuswide found that in the European mailing and postal sectors alone, greenwashing could result in an estimated USD 350 million in annual revenue losses due to declining trust and reduced paper use.

As Two Sides continues to prioritise its Anti-Greenwash campaign, the organisation urges businesses to avoid using unsubstantiated environmental claims in favor of paperless operations.

"We’re grateful to the hundreds of organisations that have responded positively to our campaign," said Tame. "We appreciate the invaluable support of industry stakeholders and the public, who continue to bring greenwashing examples to our attention."