Two Sides: Anti-Greenwashing Campaign Momentum Continues BY KATHI ROWZIE As banks, utilities, telecom companies and government agencies face mounting economic uncertainties, many of
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these services providers are looking to cut costs by encouraging their customers to switch from paper to digital communications. But all too often, these cost-cutting appeals are cloaked in unsubstantiated and misleading environmental marketing claims that suggest going paperless
Kathi Rowzie
is “green,” “saves trees” or “is better for the environment.” “These greenwashing claims not only fail to comply with established environmental marketing standards, but they also damage consumer perceptions of paper’s envi- ronmental sustainability,” says Two Sides North America President Kathi Rowzie. “And that’s a threat to the econom- ic security of millions of people in the United States and Canada whose livelihoods depend on the paper, print and mailing sector.” North America’s leading corporations and other service providers influence millions of consumers every day with their anti-paper greenwashing claims, leading many to believe that the use of paper is destroying forests and is bad for the environment. For example, a 2021 Two Sides survey of U.S. consumers showed that 60 percent believe that U.S. forests are shrinking, when in fact, U.S. net forest area increased by 18 million acres over the past 30 years – the equivalent of 1,200 NFL football fields every day – according to the U.N. Food and Agriculture Organization (FAO) Global Forest Resources Assessment. The UN FAO reports that Canada’s net forest area remained stable at around 857 million acres during the same period. “Paper is one of the few products on earth that al- ready has an environmentally sustainable, circular life cy- cle,” Rowzie says. “North American paper is made from an infinitely renewable natural resource – trees grown, harvested and regrown in sustainably managed forests. It’s manufactured using mostly renewable, carbon neu- tral bioenergy in a process that uses water, but in reality consumes very little of it. And paper products are recy- cled more than any other material. But many consumers believe paper is bad for the environment because their service providers are telling them so. Two Sides is working hard to change that.” Two Sides challenges greenwashing companies and other organizations in a non-confrontational way, educat- ing CEOs and other senior management with facts from credible, third-party sources that clearly demonstrate the unique sustainability characteristics of paper products and the solid and continually improving environmental record of the North American paper industry. Because North
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