Consumer perceptions of paper and paper-based print is beginning to change for the better according to Two Sides Europe’s ‘Trend Tracker Survey 2023’.
According to an online poll of 10,250 consumers, conducted by independent research company Toluna on behalf of Two Sides in January this year, while there remain many misconceptions about the environmental impact of paper industry, 15% now understand that European forests are actually growing in size (10% in 2021). That of course means the rest don’t. The 2023 study found that 60% believe European forests are still shrinking, but that’s slightly better than the 64% who thought that in 2021.
European forests are actually growing in size, and between 2005 and 2020 grew by 58,390km2 – an area larger than Switzerland.
The survey also showed regional differences in understanding – Denmark has the highest number of consumers (24%) who believe European forests are growing, while only 9% of UK consumers believe that.
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%).
Another common misconception about paper is the amount that is recycled. The survey found that only 18% of European consumers understood that the paper recycling rate exceeds 60%. But, again, this has improved slightly from 2021 when it was 16%.
The survey showed that 41% of European consumers believe that paper and paper packaging is wasteful. In reality, Europe’s paper recycling rate is currently 74%, with paper packaging even higher at 83%. In 2020, a total of 56 million tonnes of paper was collected and recycled in Europe.
Paper and print products are among the lowest greenhouse gas emitters at 0.8%, whereas the ICT industry accounts for more than 2% of global greenhouse gas emissions (as much as all air traffic). If left unchecked, the ICT footprint could increase to 14% of global emissions by 2040. Despite this, 56% of European consumers surveyed in the report think electronic communication is more environmentally friendly than paper communication. Whilst again, this figure has improved from 2021 (60%), it still underlines the ongoing misconceptions around the sustainability of both the paper and electronic communications.
An executive summary of the Trend Tracker Research 2023 will be published in May and made available to industry stakeholders on request.
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