Latest Report Reveals Paper Industry’s Environmental Perception Problems

The latest research report from Two Sides Europe, the ‘Trend Tracker Survey 2023’, seeks to understand changing consumer perceptions towards print, paper, paper packaging and tissue products. This unique insight into consumer attitudes towards one of the world’s oldest and universally used materials is repeated biennially to monitor and report upon evolving consumer perceptions as environmental awareness intensifies and alternative digital channels of communication become more prevalent.

Results of the 2023 study show clearly that, whilst paper retains its place as a vital communication and packaging material, there remain misconceptions about the environmental impact of the paper industry.

Consumers are not aware that European forests are growing
The 2023 study found that consumers still perceive forests are decreasing in size, with 60% believing European forests are shrinking, although this number has improved since 2021 from 64%. The number of consumers who understand European forests are actually growing in size has improved to 15% in 2023 compared to 10% in 2021. It shows that consumers are becoming more aware of these facts within the myths that surround the paper industry. The truth is, European forests are growing in size and between 2005 and 2020, grew by an impressive 58,390km² – an area larger than Switzerland and the equivalent to 1,500 football pitches of forest growth every day.[1]

The survey also showed regional differences in understanding:
*Italy has the highest number of consumers (71%) who believe European forests are reducing in size.
*Finland has the lowest number of consumers (48%) who believe European forests are reducing in size.
*Denmark has the highest number of consumers (24%) who believe European forests are growing.
*Only 9% of UK consumers believe that European forests are growing.
*In the UK, there has been a shift in the way 18-24 year olds (Gen Z) think. In 2021, they had the highest belief that forests are shrinking (69%) whereas, in 2023, they had the lowest belief that forests are shrinking (44%). Likewise, this age group has the highest number of consumers who believe European forests are growing (31%).
more at: https://www.twosides.info/UK/latest-report-reveals-paper-industrys-environmental-perception-problems/