Two Sides has announced that its global Anti-Greenwash campaign has persuaded 1500 organisations worldwide to remove or amend what it describes as misleading environmental claims about paper communications and paper-based packaging.
The campaign, which has been running for more than a decade, challenges environmental messaging such as “Go Green – Go Paperless” and “Choose e-billing and save a tree”, arguing that such claims are often unsupported by credible evidence and are frequently used to encourage customers to switch to digital communications as a cost-saving measure rather than for environmental reasons.
According to the 2025 Two Sides Trend Tracker report, 56% of European consumers believe the environmental reasons given for moving to digital are dishonest and primarily motivated by cost reduction, while 76% want the freedom to choose how they receive communications and oppose being forced into digital-only options.
Two Sides says its campaign has expanded beyond paper communications to address environmental claims relating to paper-based packaging. It argues that statements suggesting alternative fibre materials are inherently more sustainable than paper from responsibly managed forests, or that removing paper packaging automatically reduces environmental impact, should be supported by independently verifiable evidence.
The organisation also highlights the wider impact of greenwashing on the print, paper and packaging sectors. It says inaccurate environmental claims can influence purchasing decisions, undermine confidence in legitimate sustainability initiatives and damage industries that have invested in sustainable forestry, manufacturing and recycling infrastructure.
Research commissioned by Two Sides found that misleading environmental messaging could cost the European mailing and postal sector more than €337 million each year through reduced paper volumes and declining consumer confidence.
“The success of this campaign demonstrates that organisations are willing to listen when presented with credible evidence,” said Jonathan Tame, managing director of Two Sides Europe. “Most businesses don’t deliberately set out to mislead consumers. However, environmental claims must be based on facts, not assumptions or marketing slogans. Suggesting that choosing digital automatically saves trees or is always the greener option oversimplifies a complex issue and risks undermining consumer trust.
“We’re also seeing more environmental marketing around packaging. Innovation is essential, and new materials have an important role to play, but claims that one fibre source is automatically more sustainable than another, or that eliminating paper packaging is always better for the environment, should be backed by credible lifecycle evidence. Consumers deserve accurate information, not misleading or over-simplified marketing messages.”
In Europe, the campaign has led to more than 950 organisations removing misleading anti-paper messaging, including companies such as Barclays, TSB and Acerta. Two Sides says it is encouraging organisations to review environmental claims relating to paper to ensure they are accurate, transparent and supported by scientific evidence as environmental regulations continue to evolve.
