Busting the Myths

A study of U.S. 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 2,094 U.S. consumers was 2. Introduction
commissioned by Two Sides and carried
out by independent research company 3. Key Findings
Toluna in 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 6. A Matter of Choice
electronic 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.
U.S. consumers maintain a considerable preference for
print when reading books, magazines and newspapers.
They also strongly value their right to choose paper
communications from their banks and other service
providers.
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
Graphics 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.

The results presented below provide useful information Contact Two Sides
in support of print and paper, and they identify great If you would like to learn more about this report or find out
opportunities for further public education. about the many other tools and resources produced by
We hope you find this report informative. 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 (USA) 2019 2
 KEY FINDINGS
KEY FINDINGS
FINDINGS
Percentage of consumers who believe U.S. forests
Percentage of consumers
have been decreasing who believe U.S. forests
in size
have been decreasing in size
Environmental Perceptions 80%
Environmental Perceptions 80%

•• 58% of consumers surveyed believe U.S. forests

58% of consumers surveyed believe U.S. forests
70%
70%
have been decreasing in size since the year 60% 64% 63%
have been decreasing in size since the year 60% 64% 59% 63% 58% 58%
2000. In fact, U.S. forests had a net growth of 50% 59% 58% 55% 58%
2000. In fact, U.S. forests had a net growth of 50% 55%
over 1,500 NFL football fields per day since 40%
over 1,500 NFL football fields per day since
2000. Results by age group are shown in the 40%
2000. Results by age group are shown in the 30%
graph to the right. 30%
graph to the right. 20%
•• Only 15% of consumers think the paper
Only 15% of consumers think the paper
20%
10%
recovery rate in the U.S. exceeds 60% (it is over 10%
recovery rate in the U.S. exceeds 60% (it is over 0%
68%!). 0% 18 - 24 25 - 34 35 - 44 45 - 54 55 U.S.
68%!). 18 -olds
24 25 -olds
34 35 -olds
44 45 -olds
54 and55over U.S.
•• Out of 8 common materials and products,
Out of 8 common materials and products,
Year
Year olds
Year
Year olds
Year
Year olds
Year
Year olds and over
Average
Average

wood is considered the most environmentally

wood is considered the most environmentally
friendly material, followed by paper and glass. Percentage of consumers who prefer to read in print
friendly material, followed by paper and glass. Percentage of consumers who prefer to read in print
•• Out of 8 common materials and products,
Out of 8 common materials and products,
80%
80%
electronic devices ranked as the least 70%

71%
electronic devices ranked as the least 70%

69%

69%
69%

68%
67%

71%
environmentally-friendly, followed by plastic.

66%

65%
69%

69%
69%
64%
60%

68%
67%

62%
environmentally-friendly, followed by plastic.

66%

65%
64%
60%

58%
62%
Reading Preferences (Print vs. Digital)
54%

54%
50%

58%
53%

53%
Reading Preferences (Print vs. Digital)

50%
54%

54%
50%

53%

53%
47%

50%
40%
•• 68%
47%

of consumers believe print is the most 40%

38%

68% of consumers believe print is the most

38%

30%
enjoyable way to read books. 30%
enjoyable way to read books. 20%
•• 65% find printed magazines most enjoyable
65% find printed magazines most enjoyable
20%
10%
and 53% prefer printed newspapers. Age group 10%
and 53% prefer printed newspapers. Age group 0%
differences for reading preferences are shown 0% 18 - 24 25 - 34 35 - 44 45 - 54 55 U.S.
differences for reading preferences are shown
in the graph to the right. 18 -olds
Year 24 25 -olds
Year 34 35 -olds
Year 44 45 -olds
Year 54 and55over U.S.
Average
in the graph to the right. Year olds Year olds Year olds Year olds and over Average

•• 53% are concerned the overuse of electronic

53% are concerned the overuse of electronic
Books
Books
Magazines
Magazines
Newspapers
Newspapers
devices could be damaging to their health.
devices could be damaging to their health.
•• 49% believe they spend too much time on
49% believe they spend too much time on
Percentage of consumers who believe they should have
Percentage of consumers whoreceive
believecommunications
they should have
the right to choose how they
electronic devices. the right to choose how they receive communications
electronic devices. 100%
Receiving paper bills and statements 100%
Receiving paper bills and statements 90%
90% 89% 90%
•• 86% of American consumers believe they
86% of American consumers believe they
80%
80% 81%
87%
87% 89% 90% 86%
86%
should have the right to choose how they 70%
81%
should have the right to choose how they 70%
receive communications. Age group differences 68%
receive communications. Age group differences 60% 68%
are shown in the graph to the right. 60%
are shown in the graph to the right. 50%
•• 85% believe they should have the right to
85% believe they should have the right to
50%
40%
revert to paper options after choosing digital. 40%
revert to paper options after choosing digital. 30%

•• 74% believe they should not be charged for

74% believe they should not be charged for
30%
20%
paper bills and statements. 20%
paper bills and statements. 10%
10%
0%
0% 18 - 24 25 - 34 35 - 44 45 - 54 55 U.S.
18 -olds
Year 24 25 -olds
Year 34 35 -olds
Year 44 45 -olds
Year 54 and55over U.S.
Average
Year olds Year olds Year olds Year olds and over Average

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 UNDERSTANDINGFORESTS
UNDERSTANDING FORESTS

Since the year 2000, U.S. forests have had a net growth in area equivalent to more than 1,500 NFL football fields per
day, or about 800,000 acres per year.1 However, the survey reveals that only 11% of respondents believe U.S. forests
have been increasing in size.

The 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 also bring multiple benefits for society, such as 26% 27% 24%
pay attention to
livelihoods, ecosystem services and biodiversity. are aware of certification labels are aware of
SFI when purchasing FSC
What do you believe has been happening to the size of paper
U.S. forest area since the year 2000?

Although the U.S. has had a net growth of forests for

11% many decades, it is important to note that deforestation
%
16
is of concern in many other areas of the world (ex: the
tropics).
15
%

Agriculture is the main cause of deforestation globally,6

yet the survey found consumers believe this activity to
have the least impact on forests.

58%
Which industry/ activity do you believe has the most
impact on forests? 1 being little impact, and 5 being
the most damaging impact.
Growing Staying about Reducing Don’t know/
in size the same in size unsure AGRICULTURE 2.9

Forest certification to independent third-party standards PALM OIL PLANTATIONS 3.1

promotes forest management practices that result in
outcomes that are economically viable, ecologically sound ENERGY/ WOODFUEL 3.4
and socially just. Globally, a total of 1.06 billion acres are
certified under the Programme for the Endorsement of PAPER AND PULP 3.4
Forest Certification2 (including the Sustainable Forestry
Initiative or SFI) and the Forest Stewardship Council® CONSTRUCTION 3.6
(FSC®).3 Although only about 10% of the world’s forests are
certified, half of them are in North America.4 About 20% of URBAN DEVELOPMENT 3.7
U.S. forest area is certified to either FSC, SFI or American
2.0 2.2 2.4 2.6 2.8 3.0 3.2 3.4 3.6 3.8 4.0
Tree Farm System (ATFS) standards.5

When it comes to paper purchasing behavior, 70% of U.S.
consumers believe it is important to use paper products
from sustainably managed forests. However, only 27%
pay attention to forest certification labels when purchasing
paper.
The key causes of deforestation in the U.S. are
urbanization, agriculture and other developments. It
should be noted that pulp and paper is not a cause of
forest loss in the U.S. due sustainable forestry practices,
government regulations and forest certification programs.

Despite the importance of these certifications to the paper
supply chain and wider forest products industries, the
survey found that only 24% of American consumers are
aware of FSC, 26% are aware of SFI and 19% are aware of
ATFS.
When considering the world’s wood harvest, 50% is used
for fuel and over 30% is processed for other industrial
uses, such as construction and furniture. There are other
uses, including 13% used by the paper industry.7

Two Sides Report: Busting the Myths about Print and Paper (USA) 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 U.S. paper recovery rate in 2018 was 68.1% and has increased significantly since 1990 when it was only
33.5%. For paper packaging, the recovery rate is higher than 75%, the highest of any packaging material in the U.S.8

AF&PA9 member companies have set a goal to increase This is because at least 15% of paper products are
the paper recovery rate to more than 70% by 2020.10 permanently removed from the fiber cycle as mentioned
Overall recovery rates above 75% are very difficult to above. In addition, fibers break down during the recycling
achieve because some paper products cannot be process and can only be re-used 5 to 7 times at most.13,14
recovered due to damage or contamination when
used (e.g. paper towels and tissue), and others are Globally, recovered paper is the most important
kept for long periods of time (e.g. books and archived papermaking fiber raw material and makes up over 56%
documents).11 of fiber used by the pulp and paper industry.15

The survey found that U.S. consumers perceive paper

In your opinion, what is the environmental impact of
to have the highest recovery rate, although only 15% of
following materials/ products? Please rate from 1 – 5,
consumers are aware the paper recovery rate exceeds
with 1 being the least environmental impact and 5
60%.
being the greatest impact. (Graph shows mean score).
Plastic is the least recycled packaging material in the
U.S. with a recovery rate of 9.1%.12 Yet 25% of consumers
believe 40 to 59% of plastic is recovered and a further 12%
believe the plastic recovery rate is over 60%.

What percentage of the following products do you

think is recycled in the U.S.?

50%

- 2 - 2.5 7
49%

45%

.8 . 7 5
D
O
40% WO R

0 4
E
PAP - 2
S
38%

S
G L A - 3.0
35%
36%

L 9
A .0
35%

.5 6
ME - 3 .11
33%

L E
T E X TI -3

-3
30%
31%

IC S 56 CE

S
R A M
29%

29%

29%

29%

E .
C
I C - 3 E VI
25% PLAST CD
ONI
25%

25%

25%

ELECTR
20%
17%

15%
15%

15%

U.S. consumers believe wood to be the most

12%

10%
environmentally-friendly material out of a list of several
10%
9%

common products and materials used regularly (see

7%

5%
figure above), closely followed by paper and glass.
0%
Paper Glass Metal Plastic Electronic Electronic devices (laptops, desktop computers,
Devices
smartphones, tablets and e-readers) are considered to
0 - 19% 20 - 39% 40 - 59% Over 60% have the most environmental impact, followed by plastic.

54% of consumers surveyed believe only recycled paper

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

www.twosidesna.org / @TwoSidesNA / info@twosidesna.org 5

AA MATTEROF
MATTER OFCHOICE
CHOICE

In today’s digital world, the power of print on paper is becoming more apparent than ever. Consumers throughout
the U.S. 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 U.S. consumer preferences and opinions.

49% of U.S. consumers believe they spend too much time ght to cho
e the ri ose
on electronic devices, and over half (53%) are concerned ld hav ho
ou w
sh th
that the overuse of electronic devices could be damaging y h t to re ve rt to paper ey
e rig o p
to their health. tio

h
e

re
th n

et
ould not be

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aper bills an
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are concerned the

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85

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%
health
nts

Although only 31% of the survey respondents feel they 86

are suffering from “digital overload”, there is a clear
preference among Americans to enjoy the offline world,
with 71% believing in the importance of “switching off” and
reading more in print. When compared to digital, print is
also considered the most enjoyable way to read books
(68%), magazines (65%) and newspapers (53%).
Which format is the most enjoyable way to read...
BOOKS 68% 20% 12%
Overall, 86% of U.S. consumers believe they should have
the right to choose how they receive communications
(printed or electronically) from financial organizations and
service providers. A further 74% believe they should not be
charged more for choosing paper bills and statements.
Giving customers fair, easy and free access to paper
billing is especially important when considering the
benefits print brings to financial literacy. 56% of U.S.
consumers find it easier to manage their finances when
printed on paper.

74% of respondents are concerned that their personal

MAGAZINES 65% 22% 13%
information held electronically is at risk of being hacked,
stolen, lost or damaged. These doubts about cyber
NEWSPAPERS 53% 28% 19%
security may also explain why 73% of respondents keep
0% 20% 40% 60% 80% 100% hard copies of important documents filed at home, as
they believe this is the safest and most secure way of
In Print Don’t mind Electronically storing their information.

Financial institutions, utility companies, telecoms
and governments are increasingly encouraging their
customers to go “paperless”, often citing environmental
claims about paper (ex: go green, save trees). However,
61% of U.S. consumers believe the real motivation behind
the drive to digital is to save costs.
Switching to digital is not always welcome, as many
consumers prefer paper-based communication.
What is also clear from the survey is that consumers
strongly value their right to choose. This includes their
right to revert to paper-based communications even after
switching to digital – 85% believe they should have this
right.
Service providers should consider the risk they take when
switching their customers to digital without consent.
Almost half (45%) of consumers would consider switching
to an alternative service provider if they were forced to go
paperless.

Two Sides Report: Busting the Myths about Print and Paper (USA) 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 U.S. print
and paper industries have 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
58%
E

THE FACTS

E
TH

TH
58% of U.S.
consumers believe
• Since the year 2000, U.S.
forests have had a net growth
36% • Paper is one of the most
believe paper is a recycled materials with 68.1%
U.S. forests are in area equivalent to more than wasteful product of paper being recovered in the
shrinking 1,500 NFL football fields per U.S.
day, or about 800,000 acres
• Over 40% of the wood fiber
per year.1
used for U.S. papermaking
• The income landowners receive comes from wood by-products
for trees grown on their land (sawmill chips and forest
is an important incentive to residues) as opposed to whole
maintain their land in forests, trees.21
especially given the many
economic pressures to convert
forestland to non-forest uses.16

H H
YT YT
M M
THE FACTS THE FACTS
60% 29%
E

E
TH

TH

believe electronic • The ICT industry accounts believe paper • The pulp, paper and print
communication for around 2.5-3% of global production is a major industry is one of the lowest
is better for the greenhouse gas (GHG) cause of global contributors to the global
environment emissions and this is predicted GHG emissions greenhouse gas inventory
to rise to 14% by 2040.17 with 1% of total global GHG
• Phones accounted for 435,000 emissions.19
metric tonnes of e-waste in • The U.S. pulp and paper sector
2016.18 is one of the lowest emitters of
GHG emissions among major
U.S. industrial sectors at 1.2%
of total U.S. industrial GHG
emissions.20
H
YT
M
54% THE FACTS
E
TH

FIND OUT MORE

believe only
• Wood fiber from well
recycled paper
managed forests is essential to Version 4 of the Two Sides Myths & Facts booklet is now
should be used
to make paper papermaking because recycled available. Download the booklet here:
products fiber breaks down after each www.twosidesna.org/myths-and-facts-booklet
use and can only be re-used Or request a free printed version:
5-7 times. info@twosidesna.org
• Without a continual input of
Members of Two Sides have exclusive permission to
wood fiber, the global paper
personalize the booklet and all other Two Sides materials.
cycle would stop in 6 to 18
months depending on the For more information, please get in touch:
paper grade.13 855-896-7433 / info@twosidesna.org

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REFERENCES
REFERENCES
1. Food and Agriculture Organization of the United Nations (FAO), 13. Metafore (now Greenblue), 2006.
1. 2015. Global
Food and Forest Resources
Agriculture Assessment
Organization 2015.Nations (FAO),
of the United 14.
13. Sappi North
Metafore America,
(now 2013. 2006.
Greenblue),
2. Programme
2015. Global for the Endorsement
Forest of Forest Certification
Resources Assessment 2015. 15.
14. Jaakko Poyry,
Sappi North 2015. World
America, 2013.Fiber Outlook.
3.
2. Forest Stewardship
Programme for the Council.
Endorsement of Forest Certification 16.
15. World
JaakkoBusiness Council
Poyry, 2015. for Fiber
World Sustainable
Outlook.Development and NCASI,
4.
3. PEFC. 2018.
Forest Facts and
Stewardship Figures.
Council. 16. 2007.
World Business Council for Sustainable Development and NCASI,
5.
4. American
PEFC. 2018.Forest
Facts&andPaper Association, 2018.
Figures. 17. Belkhir
2007. L. & Elmeligi A., 2018. Journal of Cleaner Production.
6.
5. United
AmericanNations
ForestFAO, 2016.Association,
& Paper State of the 2018.
World’s Forests 2016. 17. Assessing
Belkhir L. &ICT globalA.,
Elmeligi emissions footprint:
2018. Journal TrendsProduction.
of Cleaner to 2040 &
7.
6. Derived from FAOSTAT,
United Nations 2018.
FAO, 2016. State of the World’s Forests 2016. recommendations.
Assessing ICT global emissions footprint: Trends to 2040 &
8.
7. www.paperrecycles.org.
Derived from FAOSTAT, 2018. 18. Ellen MacArthur Foundation, 2018.
recommendations.
9.
8. American Forest & Paper Association.
www.paperrecycles.org. 19.
18. ASN
Ellen and Ecofys, Foundation,
MacArthur 2015 (2012 GHG 2018.data).
10.
9. American
American Forest
Forest &
& Paper
Paper Association,
Association. 2016. 20.
19. EPA, 2018.Ecofys,
ASN and Pulp and
2015paper
(2012emissions.
GHG data).
11.
10. European Paper Recycling Council, 2018.
American Forest & Paper Association, Monitoring Report 2017.
2016. 21.
20. American
EPA, 2018. Forest & Paper
Pulp and paperAssociation,
emissions. 2018.
12.
11. Plastics
European Recycling Update, 2018.
Paper Recycling https://resource-recycling.com/
Council, 2018. Monitoring Report 2017. 21. American Forest & Paper Association, 2018.
12. plastics/2018/08/01/epa-u-s-plastics-recycling-rate-declines/
Plastics Recycling Update, 2018. https://resource-recycling.com/
plastics/2018/08/01/epa-u-s-plastics-recycling-rate-declines/

For more information, please get in touch:

For more information, please get in touch: Print and Paper
855-896-7433
info@twosidesna.org
Print andaPaper
have great
855-896-7433
www.twosidesna.org
info@twosidesna.org have a great
environmental
Twitter: @TwoSidesNA
www.twosidesna.org environmental
Facebook: @TwoSidesNorthAmerica
Twitter: @TwoSidesNA
story to tell
Facebook: @TwoSidesNorthAmerica
story to tell www.twosides.info
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