Two Sides European Campaign Update: Jan – June 2025

Two Sides are pleased to announce the release of the European Jan – June 2025 Campaign Update

Welcome to the Jan – June 2025 European update, where we inform our valued members and stakeholders of our activities and achievements across the Two Sides, Love Paper and Anti-Greenwash campaigns.

The latest global Two Sides Trend Tracker survey, published in June, explores changing consumer preferences, perceptions, and attitudes towards print, paper and paper-based packaging, focusing on consumers’ environmental perceptions, reading habits, packaging preferences and attitudes towards tissue products. This important survey, every 2 years, reveals both opportunities and challenges for the industry; see page 3 for more detail.

In Europe, Greenwashing continues with companies making misleading statements that moving to digital is better for the environment than paper-based communications, or that paper packaging destroys forests and ends up in landfill. Messages such as “Go green, go paperless” are misleading and highly damaging to our industry. Two Sides actively engages businesses, brands and organisations to stop making misleading messages around print, paper and paper packaging.

We continue to work hard in telling the great environmental story of print, paper and paper-based packaging to consumers with more than 1,770 adverts placed in national newspapers and magazines during January – June this year. Telling consumers the sustainable story of our industry and its products remain a critical focus of our work.

For a comprehensive overview of our achievements and activities throughout January – June 2025, please download the European Campaign Update.

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