50 Shades of Green 💚: It’s Love Paper Week

Love Paper Week is a global initiative that celebrates the sustainability, versatility and effectiveness of paper, championed by Two Sides, an organisation dedicated to promoting the positive environmental story of print, paper and packaging.

As proud members of Two Sides, our support comes naturally. We don’t just love paper, we believe in it.

Paper with purpose: print is more than just ink on paper.

Sustainability, for us, goes far beyond offering recycled paper options, responsibly managing waste, or investing in renewable energy across our production sites (although we do all of that too). It’s about recognising the true value of print. Print is paper with purpose. It informs, inspires and connects in ways that digital simply can’t replicate.

As an industry, we have a responsibility to challenge outdated perceptions and bust the myths that still linger around print—particularly the belief that digital is always the more sustainable choice, or that paper equals deforestation. Even in an increasingly digital world, print continues to play a vital role. It cuts through crowded digital noise, delivers powerful storytelling and personalisation, and remains one of the most trusted and tangible forms of communication available today.

Let’s bust some myths!

Myth 1: Paper causes deforestation

The facts: 

• European forests are growing, not shrinking. Between 2005 and 2015 alone, Europe’s forest area increased by 44,000 km² – the equivalent of 1,500 football pitches every single day. 

• Agriculture, not paper, is the leading cause of global deforestation. Yet 46% of European consumers still believe the paper industry is a major driver – a clear perception gap. 

• Nearly all primary forests in Europe are protected, and paper is produced from sustainably managed, certified forests (FSC®, PEFC™). 

The paper industry is one of the most regulated and renewable industries in the world. Paper only works if forests do. Sustainable forestry isn’t a side note to print, it’s the foundation.

Check out our 50 Shades of Green 💚 video shorts for more information on FSC.

Myth 2: Print is outdated in a digital‑first world

The facts: 

• Print has a 70–80% higher recall rate than digital advertising. 

• Campaigns that combine print and digital are up to 400% more effective than digital‑only campaigns

• Intergraf’s 2024 review of 75+ studies confirms that print and digital perform best together, not in competition. 

Print doesn’t compete with digital, it strengthens it. Smart brands don’t choose one or the other; they use both, intentionally to increase their ROI.

Print often drives digital actions, it’s a strategic, high-impact channel within omnichannel marketing. 

Intrigued to know more? Check out our Blog: Let’s get Phygital

Myth 3: Digital is always the more sustainable option

The facts: 

• The pulp, paper and print industry accounts for around 0.6% of global CO₂ emissions, while digital communications account for around 3.7% and continue to grow year on year. 

• Data centres alone produce around 2.5% of global CO₂ emissions, more than the aviation industry.

• Despite this, 68% of consumers believe digital communication is more environmentally friendly than paper. Another major misconception!

Digital isn’t invisible, it relies on energy-intensive data centres, cloud storage, devices and constant connectivity. Every email, impression and stream has a footprint.

Print’s impact is measurable, finite and has a transparent lifecycle, it can be recycled multiple times. 

Myth 4: Personalisation only works digitally

The facts: 

• Personalised print increases response rates by up to 135% compared to non‑personalised print.

• Direct mail averages a 9% response rate, compared to around 1% for digital channels.

• Print personalisation doesn’t rely on cookies or invasive tracking. At a time when only 51% of consumers trust brands with their data.

Thanks to advances in print technology, print can now deliver highly relevant, personalised communications using thoughtful data points such as location, household demographics and customer preferences, without relying on cookies or invasive tracking.

In a time when consumers are increasingly wary of how their data is used, print offers a privacy‑conscious, ethical alternative that still delivers impact.

Myth 5: Digital is the prefered method of communication

The facts: 

• 82% of consumers trust print advertising most when making a purchase decision.

• Print delivers 20% higher brand trust and 61% higher recall than digital formats in recent consumer studies.

• Print requires 21% less cognitive effort to process than digital media, making it easier to absorb and remember.

In a world of fake news, pop‑ups and algorithms, print feels real. Print has permanence, once it’s printed it can’t be edited, deleted or changed.

The resources required to create, plan, produce and distribute printed materials That effort signals credibility and increased commitment. And that credibility matters more than ever. 

When print speaks directly to someone, by name, by need, or by interest, it becomes more than marketing. It becomes a meaningful conversation. One that feels intentional, trustworthy and human.

Conclusion: Why paper still matters

Paper with purpose isn’t nostalgia. It’s intention.

When sourced responsibly, produced efficiently and used thoughtfully, print proves itself to be sustainable, effective and deeply human. It creates emotional connections that last longer than fleeting digital impressions, connections that feel considered, premium and real. That’s why brands that want to be remembered still choose print: it doesn’t just communicate, it resonates.

Print also fits naturally into a circular economy. From renewable raw materials to industry‑leading recycling rates, paper doesn’t end at the bin, it continues its journey. Reused, recycled and repurposed, it plays an active role in reducing waste and supporting sustainable systems across Europe and beyond.

Sustainability isn’t about removing channels or choosing sides. It’s about balance, responsibility and making informed decisions. With 91% of consumers recognising paper as sustainable when responsibly produced, it’s clear that print deserves its place in the modern marketing mix.

This Love Paper Week, we’re proud to stand with Two Sides and the wider print industry to challenge misconceptions, share the facts and celebrate the power of paper. Because print isn’t part of the past, it’s part of a more sustainable, connected future.

Want some green samples?

We’ve creating our 50 Shades of Green sample box, a curated collection that lets you see, touch, and feel a wide range of our more sustainable product options. Complete this form and you’ll be among the first to receive our green sample box.

Want to know more about our green print journey?

Check out 50 Shades of Green 💚 for all our current news and updates Or drop us a line on your thoughts, your idea might just make it into the next edition!