National Newspaper, The Guardian, has recently introduced new paper wraps to enclose and protect their Saturday supplements. During February, they chose to showcase the Love Paper campaign which only seems fitting for the launch of their first paper wrap.
Love Paper is a consumer-focussed campaign which promotes the sustainable and attractive attributes of print, paper and paper packaging. The Guardian have been supporters of the campaign for many years, regularly featuring Love Paper adverts inside their publication.
The print and paper industry is surrounded by environmental misconceptions, many of which are completely unfounded. The latest research, commissioned by Two Sides, highlights that many consumers continue to believe that European Forests are shrinking, and they vastly underestimate the recycling rate of paper.
Paper is one of the most recycled materials in the world, with a recycling rate of 72% in Europe. Additionally, European Forests have been growing by 1,500 football pitches everyday.
Therefore, the work Love Paper is doing to diminish these myths among consumers is extremely important for anyone that operates in the print, paper and paper packaging industry. Being able to reach millions with the facts is extremely important, and support from publishers such as The Guardian is invaluable.
 Cepi, 2019
 FAO, 2020