The Two Sides Trend Tracker survey, carried out every two years, is one of the print and paper industry’s largest studies examining consumer preferences and perceptions of print, paper and paper-based packaging. This research questions more than 10,000 consumers in 16 countries across the world, from South America and the United States to South Africa and Europe, and provides an assessment of consumers’ attitudes towards print and paper.

Paper vs Digital Communications

Across Europe, an increasing number of brands and organisations are switching their customers from paper to digital communications for cost-saving reasons, but are using misleading, unsubstantiated environmental messaging as the justification. This is Greenwashing.

The Trend Tracker survey shows that over half (55%) of consumers agree that when a service provider wants to switch them from paper to electronic bills and statements because “it is better for the environment,” the real reason is to save costs. This increased from 49% in 2021. Even when consumers are forced to go digital, 62% agree (up from 54% in 2021) they should not be charged more for choosing a paper bill or statement.

The survey also revealed that 76% of European consumers (up from 74% in 2021) agree that they should have the right to choose how they receive communications, printed or electronically, from financial organisations and service providers. Ensuring choice not only supports consumer demand, but also ensures that those who are unable to access digital information are not disadvantaged.

Attitudes Towards Digital

The internet is having an impact on how we receive news and information, and the growing dependence on digital information brings a variety of challenges. The Trend Tracker survey reveals that consumers are concerned with the security of digital communications, and that ”digital downtime” is more important than ever.

56% of European consumers are increasingly concerned that personal information held electronically is at risk of being hacked, stolen, lost or damaged. 49% agree that they spend too much time on digital devices and 48% are concerned that the overuse of electronic devices could be damaging to their health.

The majority of consumers assume that digital communications are environmentally friendly. However, the environmental impact of digital is all too often overlooked. The information and communications technology (ICT) industry accounts for 5% to 9% of electricity use, which equates to more than 2% of global greenhouse gas emissions. If left unchecked, the ICT footprint could increase to 14% of global emissions by 2040.[1] In Europe, the print and paper sector is one of the lowest industrial greenhouse gas emitters at 0.8%.[2]

Conclusion

“Print and digital are often compared in a bid to decide which is best, but both channels are important and complement each other,” says Two Sides Europe Managing Director Jonathan Tame. “However, it’s important that consumers are not mislead into believing that digital communication is better for the environment than paper. That’s why Two Sides continues to engage organisations that are making misleading and unsubstantiated environmental claims such as “Go Green, Go Paperless” in a bid to encourage their customers to switch to digital communications. These statements are not just misleading but also are hugely damaging to an industry that employs 640,000 people in Europe (105,000 UK), in more than 112,000 businesses (7,400 UK).”

An executive summary of the Trend Tracker Survey 2023 was published in June and is available to industry stakeholders upon request. Visit twosides.info/trend-tracker-2023 to register your interest in receiving this summary.

To find out how you can support Two Sides, visit our membership page.

The full report, which provides regional data broken down by age and gender, is available to Two Sides members only.

Sources

1. European Commission, 2020
2. European Environment Agency Greenhouse Gases Data Viewer, 2021 (Accessed 2023)

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