Consumers Want The Right To Choose How They Receive Their Communications. Latest Study Reveals (twosides.info/UK)
There is a worrying trend from organisations who increasingly want to move their customer communications online, particularly bills and statements. Typically, this decision is made for cost reasons, but misleading claims about the environment are being used all too often instead. This is commonly referred to as Greenwashing. A study, conducted by the not-for-profit organisation Two Sides and independent research company Toluna, aims to understand changing consumer perceptions towards print and paper. The study found that consumers overwhelmingly want the right to choose how they receive their communications (digitally or printed) from organisations. 76% of UK consumers (74% EU) want this choice. Defaulting people online without a choice to save cost, will impact those most vulnerable and at risk in our communities. In the UK, 6.3% of all adults have never used the internet (Office of National Statistics, 2020). Often, it is the most vulnerable members of society that depend on traditional, postal, transactional mail. The move to an online only society risks leaving older people, the disabled, rural dwellers and those on low incomes disconnected.