The Two Sides Trend Tracker is a biennial global survey and one of the most comprehensive studies into consumer perceptions of print, paper, and paper based packaging. In its latest edition, the research gathered responses from 12,400 consumers across 17 countries, including South America, the United States, South Africa and Europe, offering valuable insights into global attitudes towards paper-based and digital communication. 



Paper vs Digital Communications 

Across Europe, a growing number of organisations are encouraging customers to transition from paper to digital communications, often citing environmental benefits. However, many of these claims lack evidence and fall under the definition of greenwashing - the use of misleading environmental messaging to justify cost saving decisions. 

The Trend Tracker survey reveals that 56% of European consumers recognise the primary motivation for service providers switching their customer communications to digital is to reduce costs, not to help the environment, an increase from 49% in 2021. Furthermore, 65% believe they should not be charged more for choosing paper bills or statements, a figure that has risen steadily from 54% in 2021. 

The right to choose remains important for many. 76% of European consumers (up from 74% in 2021) agree they should have the right to choose between paper and electronic communications, especially when dealing with financial and service providers. This choice is not only about preference but about accessibility, ensuring that those who cannot easily access digital services are not left behind. 

Digital Dependency and its Challenges 

As digital communication becomes increasingly dominant, concerns about its long term impact are growing. The Trend Tracker results reveal unease and growing concern among consumers around issues such as data security, digital fatigue, and the potential health risks associated with screen overuse. 

• 57% of respondents worry that personal information held digitally is vulnerable to hacking, theft, or loss (55% in 2021). 

• 50% feel they spend too much time on digital devices (49% in 2021). 

• 48% are concerned about potential health impacts from excessive screen time (46% in 2021). 

There is also a widespread assumption that digital communication is more environmentally friendly. 

However, the environmental footprint of digital infrastructure is significant and often underestimated. The Information and Communication Technology (ICT) sector was responsible for 4–6% of global electricity use in 2020, contributing to more than 2% of global greenhouse gas emissions. With rising digital demand, this footprint is expected to grow substantially over the next decade. 

Additionally, the issue of electronic waste is escalating. In 2022 alone, the world produced a record 62 million metric tonnes of e-waste, of which just 22.3% of global e-waste was collected for recycling. 

Recycling activities are not keeping pace with the global growth of e-waste. Non-environmentally sound disposal and treatment of this waste stream poses significant risks to the environment and to human health. 

The Role of Print in a Balanced Media Landscape  

“Print and digital each play an important role, and rather than competing, they should be seen as complementary channels,” says Jonathan Tame, Managing Director of Two Sides Europe. “What’s crucial is that consumers are not misled into thinking digital is inherently better for the environment than paper. That’s why Two Sides actively challenges organisations that use unverified and misleading claims, such as ‘Go Green, Go Paperless’, to push digital only communications. These messages not only mislead consumers, but they also unfairly damage a European industry that supports 640,000 jobs (105,000 in the UK) and over 112,000 businesses (7,400 based in the UK).” 

An executive summary of the Trend Tracker Survey 2025 was published in June and is available to industry stakeholders upon request. Visit  www.twosides.info/trend-tracker-2025 to register your interest in receiving this summary.  

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