A new European survey has found that consumers increasingly recognise cost-cutting rather than environmental benefits as the main driver behind companies’ efforts to switch communications from paper to digital.
The latest Trend Tracker study from print and paper advocacy group, Two Sides, shows that 56% of consumers believe the move to digital is motivated by reducing costs. This is an increase from 49% in 2021. At the same time, 65% say they should not be charged extra for receiving paper bills or statements, compared with 54% four years ago.
The right to choose remains a key concern, with 76% of consumers agreeing they should be able to decide between paper and electronic communications, particularly in dealings with financial and service providers. This choice, the report states, is not just a matter of preference but also of accessibility, ensuring that those less able to use digital services are not excluded.
“Print and digital each play an important role, and rather than competing, they should be seen as complementary channels,” said Jonathan Tame, managing director of Two Sides Europe. “What’s crucial is that consumers are not misled into thinking digital is inherently better for the environment than paper.”
The survey highlights growing consumer scepticism towards so-called greenwashing, the organisation sates, where companies justify moving away from paper by citing environmental claims without robust evidence.
