Greenwashing (CONT’D FROM PAGE 72)
So what does this mean for your business? Two Sides North America (TSNA) research illustrates the damaging effects that repeated greenwashing claims are having on the U.S. paper, printing and mailing sector, finding that 65 percent of consumers who have seen anti-paper green- washing claims from their service providers are influenced to switch from paper bills and statements to digital ver- sions. The study, conducted in partnership with global research firm Censuswide, also found that the TSNA An- ti-greenwashing Campaign has preserved more than $300 million in annual revenue for the sector. But the results of this study, while telling, represent just a small slice of the broader anti-paper greenwashing epidemic. Anti-paper greenwashing is accelerating as inflationary pressures drive large corporations and other service pro- viders to implement deeper cost cuts. But greenwashing is not exclusive to the service sector, and printing papers are not the only products at risk. Even as interest in pa- per-based packaging as a sustainable solution to plastics pollution gains momentum, unsubstantiated claims por-
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traying paper as less environmentally sustainable than plastics are on the rise. So too are misleading claims used to promote packaging made with alternative fibers and non-fiber materials. And the media’s repetition of environ- mental myths about paper only serve to reinforce the illu- sion of truth. TSNA’s Anti-greenwashing Campaign is the only indus- try effort to directly challenge these anti-paper greenwash- ing claims at their source, and with great success. Working with major corporations, government agencies and the media, the campaign has eliminated literally billions of in- stances of unsubstantiated “go paperless” environmental claims over the last decade. But there’s much more work to do as the growing cho- rus of anti-paper voices continues to repeat the same op- portunistic greenwashing claims, threatening the financial future of paper-focused businesses and the livelihoods of people who work for them. You can help by reporting greenwashing claims to Two Sides at info@twosidesna.org. Kathi Rowzie is President of Two Sides North America.
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September 19, 2022
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