Two Sides North America Survey: Consumer Attitudes Improving

A new survey commissioned by Two Sides North America and conducted by Toluna, a global research firm, shows that as US consumers become increasingly aware of the environmental impacts of the products they use every day, there remains a wide gap between perception and reality when it comes to the sustainability of paper products – but the gap has narrowed over the past two years. Overall, 44% of consumers believe paper products are bad for the environment, down from 48% in 2021.

“It’s great to see improvement in consumer attitudes about paper and the environment, but we need to accelerate this trend if paper products are to remain competitive in an ever-changing marketplace,” said Kathi Rowzie, Two Sides North America president. “More and more consumers are factoring environmental impacts into their purchasing decisions, but all too often those decisions are based on longstanding myths, pop culture headlines and corporate greenwashing rather than facts.”

As companies continue to resort to unsubstantiated “go green, go paperless” marketing claims to help them cut costs, 68% of consumers surveyed believe that electronic communication is more environmentally friendly than print on paper, up from 67% in 2021. Clearly, consumers want to do the right things when it comes to the environment but are often misled by corporate greenwashing that fails to acknowledge the environmental impacts of digital communication.

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