Busting the Myths

A study of Canadian consumer

perceptions and attitudes
towards print and paper

Print and Paper

have a great
environmental
story to tell
www.twosides.info
INTRODUCTION
INTRODUCTION
A survey of 1,044 Canadian consumers was 2. Introduction
commissioned by Two Sides and carried out
by independent research company Toluna in 3. Key Findings
February 2019.
This report explores consumer opinions 4. Understanding Forests
and beliefs about print and paper’s
environmental impact; preferences 5. Circular by Nature
related to reading in print versus digitally;
and receiving paper or electronic 6. A Matter of Choice
communications from their service
providers. 7. Busting the Myths
8. References

Phil Riebel
President,
Two Sides North America, Inc.

We are pleased to present our latest consumer research
which reveals many interesting insights into consumer
attitudes towards print and paper.
Survey results show that there are still significant gaps
between consumer perceptions and actual fact when
it comes to environmental topics such as forestry and
recycling.
Canadian consumers maintain a considerable preference
for print when reading books and magazines. They also
strongly value their right to choose paper communications
from their banks and other service providers.
The results presented below provide useful information
in support of print and paper, and they identify great
opportunities for further public education.
We hope you find this report informative.
About Two Sides
Two Sides is a global initiative by companies from the
Graphic Communications Industry including forestry, pulp,
paper, inks and chemicals, pre-press, press, finishing,
publishing, printing, envelopes, and postal operators.
Our common goal is to promote the sustainability of the
Graphic Communications Industry and dispel common
environmental misconceptions by providing users with
verifiable information on why print and paper is an
attractive, practical and sustainable communications
medium.
Contact Two Sides
If you would like to learn more about this report or find out
about the many other tools and resources produced by
Two Sides, please contact us.

855-896-7433
info@twosidesna.org
www.twosidesna.org
Twitter: @TwoSidesNA
Facebook: @TwoSidesNorthAmerica

Two Sides Report: Busting the Myths about Print and Paper (Canada) 2019 2
 KEY FINDINGS
KEY FINDINGS
FINDINGS
Percentage of consumers who believe the paper
Percentage of consumers who believe
60%the paper
Environmental Perceptions recycling rate in Canada exceeds
Environmental Perceptions recycling rate in Canada exceeds 60%
•• Canadians rank pulp and paper as the third key
Canadians rank pulp and paper as the third key
30%
30%
25%
cause of global deforestation, behind urban 25%
26% 25%
cause of global deforestation, behind urban 26% 25%
development (first) and construction (second). 20% 21%
development (first) and construction (second). 20% 21%
However, pulp and paper is not a cause of forest 15% 17%
However, pulp and paper is not a cause of forest 15% 17% 15%
loss in Canada due to long-term sustainable 15%
loss in Canada due to long-term sustainable 10% 12%
forest management as a result of government 10% 12%
forest management as a result of government 5%
regulations and forest certification programs. 5%
regulations and forest certification programs.
•• Only 21% of consumers think the paper
Only 21% of consumers think the paper
0%
0% 18 - 24
18 -olds
24
25 - 34
25 -olds
34
35 - 44
35 -olds
44
45 - 54
45 -olds
54
55 Canada
Canada
Year Year Year Year and55over Average
recycling rate in Canada exceeds 60% (it is Year olds Year olds Year olds Year olds and over Average
recycling rate in Canada exceeds 60% (it is
actually 70%!). Results by age group are shown
actually 70%!). Results by age group are shown
in the graph to the right.
in the graph to the right.
•• When compared to 8 commonly used products
When compared to 8 commonly used products
Percentage of consumers who prefer to read in print
Percentage of consumers who prefer to read in print
and materials, wood is considered the most 80%
and materials, wood is considered the most 80%
environmentally friendly material, followed by 70%
environmentally friendly material, followed by

71%

70%
70%
paper and then glass.

68%
67%
71%

66%

70%
65%
paper and then glass. 60%

68%
67%
••

66%

65%
60%
60%
Plastic is considered to be the least

59%
57%

57%
56%

60%
Plastic is considered to be the least

59%
54%

50%

57%

57%
56%
environmentally friendly material, followed
54%

50%
environmentally friendly material, followed

47%

46%

49%
40%
closely by electronic devices.

47%
42%

46%

49%
40%
39%

closely by electronic devices.

42%
35%
39%

30%
Reading Preferences (Print vs. Digital)
35%

30%
Reading Preferences (Print vs. Digital) 20%
•• 68% of consumers believe print is the most
68% of consumers believe print is the most
20%
10%
enjoyable way to read books. 10%
enjoyable way to read books.
•• 59% find printed magazines most enjoyable
59% find printed magazines most enjoyable
0%
0% 18 - 24
18 -olds
Year 24
25 - 34
25 -olds
Year 34
35 - 44
35 -olds
Year 44
45 - 54
45 -olds
Year 54
55
and55over
Canada
Canada
Average
and 49% prefer printed newspapers. Age group Year olds Year olds Year olds Year olds and over Average
and 49% prefer printed newspapers. Age group
differences for reading preferences are shown Books Magazines Newspapers
differences for reading preferences are shown Books Magazines Newspapers
in the graph to the right.
in the graph to the right.
•• 52% are concerned the overuse of electronic
52% are concerned the overuse of electronic
devices could be damaging to their health. Percentage of consumers who believe they should have
devices could be damaging to their health. Percentage of consumers whoreceive
believecommunications
they should have
•• 46% believe they spend too much time on
46% believe they spend too much time on
the right to choose how they
the right to choose how they receive communications
electronic devices. 100%
electronic devices. 100%

Receiving paper bills and statements 90%

Receiving paper bills and statements 90%
80%
89%
89%
•• 82% of Canadian consumers believe they
82% of Canadian consumers believe they
80%
70% 74%
80%
80%
79%
79%
82%
82%
72%
should have the right to choose how they 70% 72% 74%
should have the right to choose how they 60%
receive communications. Age group differences 60%
receive communications. Age group differences
are shown in the graph to the right. 50%
are shown in the graph to the right. 50%
•• 80% believe they should have the right to
80% believe they should have the right to
40%
40%
revert to paper options after choosing digital 30%
revert to paper options after choosing digital 30%
products or services.
products or services. 20%
•• 66% believe they should not be charged more
66% believe they should not be charged more
20%
10%
for choosing a paper bill or statement. 10%
for choosing a paper bill or statement. 0%
0% 18 - 24 25 - 34 35 - 44 45 - 54 55 Canada
18 -olds
Year 24 25 -olds
Year 34 35 -olds
Year 44 45 -olds
Year 54 and55over Canada
Average
Year olds Year olds Year olds Year olds and over Average

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www.twosidesna.org / @TwoSidesNA / info@twosidesna.org 3
 UNDERSTANDINGFORESTS
UNDERSTANDING FORESTS

The Canadian pulp and paper industry depends on sustainable forest management to provide a reliable supply of
wood fibre - the key raw material for its products. Well-managed forests bring multiple benefits for society, such
as employment, social and recreational opportunities, and environmental benefits such as carbon storage, water
protection and biodiversity.

At 0.02% of its forested area, deforestation in Canada is
among the world’s lowest. The key causes of deforestation
are not forestry but rather urbanization, agriculture,
hydroelectric and other developments such as oil and
gas. Forestry regulations require mandatory regeneration
on all Crown (public) lands in Canada so that harvested
areas continue to produce forests for the long term.1
What do you believe has been happening to the size of
Canada’s forest area since the year 2000?
6%
2%
17
2
When it comes to paper purchasing behaviour, 70% of
Canadian consumers believe it is important to use paper
products from sustainably managed forests. However,
only 22% pay attention to forest certification labels when
purchasing paper.
Despite the importance of these certifications to the paper
supply chain and wider forest products industries, the
survey found that only 20% of Canadian consumers are
aware of FSC® or SFI.
Agriculture is the main cause of deforestation globally,3,4
yet the survey found that consumers believe this activity to
have the least impact on forests. Pulp and paper ranked
third among six choices (see figure below).

Which industry/ activity do you believe has the most

impact on forests? 1 being little impact, and 5 being
the most damaging impact.

AGRICULTURE 2.9

55% PALM OIL PLANTATIONS 3.2

ENERGY/ WOODFUEL 3.3

Growing Staying about Reducing Don’t know/
in size the same in size unsure
PAPER AND PULP 3.4

Although Canada’s forest area has remained relatively CONSTRUCTION 3.5

stable for many decades (slight decrease as mentioned
above), 55% of Canadian consumers were correct in URBAN DEVELOPMENT 3.7
responding that Canada’s forests are decreasing in size.
2.0 2.2 2.4 2.6 2.8 3.0 3.2 3.4 3.6 3.8 4.0
Forest certification to independent third-party standards
promotes forest management practices that result in Harvesting wood for forest products is not considered
outcomes that are economically viable, ecologically sound deforestation due to natural or artificial regeneration
and socially just. Globally, a total of 1.06 billion acres are (re-planting). Each Canadian province has its own
certified under the Programme for the Endorsement of regeneration standards and regulations, addressing
Forest Certification (including the Sustainable Forestry such areas as species composition, density and stocking
Initiative or SFI) and the Forest Stewardship Council® levels, and distribution of various forest types across the
(FSC®). Although only about 10% of the world’s forests are landscape.1
certified, half of them are in North America.2
When considering the world’s wood harvest, 50% is used
Since it emerged in the 1990s, forest certification has been for fuel and over 30% is processed for other industrial
adopted quickly across Canada, and now more than 48% uses, such as construction and furniture. There are other
of the country’s forests are certified. At the end of 2016, uses, including 13% used by the paper industry.5
Canada had 168 million hectares (415 million acres) of
independently certified forest land. That represents 37% of
all certified forests worldwide, the largest area of third-
party-certified forests in any country.1

Two Sides Report: Busting the Myths about Print and Paper (Canada) 2019 4
 CIRCULARBY
CIRCULAR BYNATURE
NATURE

The ability to easily collect and recycle a product – for both consumers and industry – is critical to a circular economy.
The overall recovery rate for paper and paper-based packaging is 70%, making Canada among the top paper
recycling countries in the world.6

Overall recovery rates above 75% are difficult to achieve This is because at least 15% of paper products are
because a portion of paper products cannot be recovered permanently removed from the fiber cycle as mentioned
due to damage or contamination when used (e.g. paper above. In addition, fibers break down during the recycling
towels and tissue), and others are kept for long periods of process and can only be re-used 5 to 7 times at most.9,10
time (e.g. books and archived documents).7
Globally, recovered paper is the most important
The survey found that Canadian consumers perceive papermaking fiber raw material and makes up over 56%
paper to have the highest recycling rate among five of fiber used by the pulp and paper industry.11
common materials and products (see Figure below),
although only 20% of consumers are aware that the In your opinion, what is the environmental impact of
paper recycling rate exceeds 60%. following materials/ products? Please rate from 1 – 5,
In 2016, paper made up the largest portion of material with 1 being the least environmental impact and 5
diverted from landfill (39% of the total amount of waste), being the greatest impact. (Graph shows mean score).
followed by organic materials (28%) and the least diverted
was plastic at 5%.8 Yet 10% of consumers believe that up
to 59% of plastic is recycled and a further 14% believe the
plastic recycling rate is over 60%.

What percentage of the following products do you

think is recycled in Canada?

50%

- 2 - 2.5 6
45%

.9 . 7 4
D
O
40% WO R
41%

6 3
P E
PA 2
S - .0

8
38%

S
37%

3 .4
35% GL A 3
L - 3. 2

3
META

S-
34%

34%

-
ICS 8

CE
32%
32%

30% C E R A M - 3. 2 E VI
E D
T E X TIL IC
28%

25% ON
E L E C T R 3. 7 7
26%

26%

25%

C-
24%

PLA STI
22%

20%
21%

17%

15%
16%
14%

14%

Canadians ranked wood as the most environmentally-

12%

10%
friendly material out of a list of several common products
5% and materials, closely followed by paper and then glass
5%

(see figure above).

0%
Paper Glass Metal Plastic Electronic Plastic was ranked as being the least environmentally-
Devices
friendly followed by electronic devices (laptops, desktop
0 - 19% 20 - 39% 40 - 59% Over 60% computers, smartphones, tablets and e-readers).

56% of consumers surveyed believe only recycled paper

should be used. In reality, a continual input of 35% to 65%
of fresh wood fiber (from sustainably managed forests)
is needed to make the global papermaking cycle work
depending on the grade of the paper manufactured.

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AA MATTEROF
MATTER OFCHOICE
CHOICE

In today’s digital world, the power of print on paper is becoming more apparent than ever. Consumers throughout
Canada prefer reading in print, with many understanding the importance of “switching off” their digital devices.
Consumers also feel strongly about their right to receive paper statements and bills from their banks, governments
and other service providers. Efforts by corporations to save costs and push their customers to go digital, often citing
environmental claims, do not reflect the preferences and opinions of many consumers.

46% of Canadian consumers believe they spend too ight to cho

e the r ose
much time on electronic devices, and over half (52%) are l d hav ho
ou w
th
concerned that the overuse of electronic devices could be sh t to re v ert to paper ey
ey g h o
ri p
damaging to their health. e tio

re
th n

et
ould not be

ce
y sh

ev
ch

ive
he

sa
av
t a

eli
e r

fte
dh

com
rs b

ge

r ch
lie
oul

df

muni
an consume

be

oosin
e they sh

or p
52%

66%

cations
aper bills an
46%

g digital
are concerned the

e v
anadi

i
believe they spend overuse of electronic

bel
too much time on devices could be

ds
of C

80

ta
electronic devices damaging to their te
me

%
health
nts

Although only 27% of the survey respondents feel they 82

are suffering from “digital overload”, there is a clear
preference among Canadians to enjoy the offline world,
with 68% believing in the importance of “switching off”
and reading more in print. Print is also considered an
enjoyable way to read books (68%), magazines (59%) and
newspapers (49%).
Which format is the most enjoyable way to read...
Overall, 82% of Canadian consumers believe they
should have the right to choose how they receive
communications (printed or electronically) from financial
organizations and service providers. 80% believe
they should have the right to revert to paper-based
communications even after switching to digital and 66%
believe they should not be charged more for choosing
paper bills and statements.

Giving customers fair, easy and free access to paper

BOOKS 68% 22% 11% billing is especially important when considering the
benefits print brings to financial literacy. Almost half (49%)
MAGAZINES 59% 30% 11% of consumers find it easier to manage their finances when
printed on paper.
NEWSPAPERS 49% 32% 18%
67% of respondents are concerned that their personal
0% 20% 40% 60% 80% 100% information held electronically is at risk of being hacked,
In Print Don’t mind Electronically
stolen, lost or damaged. These doubts about cyber
security may also explain why 67% keep hard copies
of important documents filed at home, as they believe
Financial institutions, utility companies, telecoms
this is the safest and most secure way of storing their
and governments are increasingly encouraging their
information.
customers to go “paperless”, often citing environmental
claims about paper (ex: go green, save trees). However, Service providers should also consider the risk they take
58% of Canadian consumers believe the real motivation when switching their customers to digital without consent.
behind the drive to digital is to save costs. About one third (34%) of consumers would consider
switching to an alternative service provider if they were
Switching to digital is not always welcome, as many
forced to go paperless.
consumers need or prefer paper-based communication.

Two Sides Report: Busting the Myths about Print and Paper (Canada) 2019 6
 BUSTINGTHE
BUSTING THEMYTHS
MYTHS

When it comes to the sustainability of print and paper, it’s important to separate the facts from myths. The Canadian
pulp and paper industry has made great strides when it comes to sustainably sourced raw materials, renewable
energy use and paper recovery rates. However, many myths about paper and its impact on the environment are
prevalent among consumers.

H
YT YT
H
M M
THE FACTS
E

THE FACTS

E
TH

TH
Pulp and paper is a
key cause of global
• In most developed countries,
such as Canada, forestry is
36% • Paper is one of the most
deforestation believe paper is a recycled materials with 70%
not considered deforestation wasteful product of paper being recovered in
because regulations require Canada.
mandatory regeneration so
• In Canada, 87% of the fiber
that harvested areas continue
used to make paper comes
to produce forests for the long
from sawmill residues (59%)
term.1
and recycled paper (28%). 15,16
• Globally the key cause of
deforestation is the conversion H
YT
of forest land to agriculture and M
THE FACTS
26%
E
livestock areas.12
TH

H believe paper • The pulp, paper and print

YT industry is one of the lowest
M production is a major
THE FACTS cause of global contributors to the global
57%
E
TH

GHG emissions greenhouse gas inventory

believe electronic • The information and with 1% of total global GHG
communication communications technology emissions.17
is better for the (ICT) industry accounts for • The Canadian forest products
environment around 2.5-3% of global GHG industry has eliminated the
emissions and this is predicted use of coal and cut oil use by
to rise to 14% by 2040.13 more than 90% since 2000.18
• Smartphones accounted for Bioenergy is increasingly
435,000 tonnes of e-waste in used to generate electricity,
2016.14 accounting for 57% of industry’s
energy use in 2015.1
H
YT
M
THE FACTS
E

FIND OUT MORE

56%
TH

• Wood fiber from well
believe only recycled
managed forests is essential to
paper should be
used papermaking because recycled
fiber breaks down after each
use and can only be re-used
5-7 times.
• Without a continual input of
wood fiber, the global paper
cycle would stop in 6 to 18
months depending on the
paper grade.9
Version 4 of Two Sides’ Myths & Facts booklet is now
available. Download the booklet here:
www.twosidesna.org/myths-and-facts-booklet
Or request a free printed version:
info@twosidesna.org
Members of Two Sides have exclusive permission to
personalize and co-brand the booklet, as well as all other
Two Sides materials.
For more information, please get in touch:
855-896-7433 / info@twosidesna.org

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1. Natural Resources Canada, 2018. The State of Canada’s Forests. 11. Jaakko Poyry, 2015. World Fiber Outlook.
http://cfs.nrcan.gc.ca/pubwarehouse/pdfs/39336.pdf 12. Food and Agriculture Organization of the United Nations, 2018. The
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