An Earth Day reminder about why print and paper can be environmentally sustainable

In 2013, 72% of Americans surveyed said that print and paper can be a sustainable way to communicate when produced and used responsibly (Toluna and Two Sides, 2013). This was great news and indicated that many people understand the sustainable nature of paper.

Have you ever thought about what defines a sustainable product? A bit of research on this topic shows that the key features include:

• made from a renewable resource
• re-usable and recyclable
• made using renewable energy

…the exact features of forest products, like wood and paper! Here are key points to remind us of the great features of print and paper:

1- Paper supports sustainable forest management. The North American paper industry promotes sustainable forestry and depends on sustainable forest growth to provide a reliable supply of wood fiber. Paper manufacturers do this by encouraging forest sustainability through their purchase and use of certified wood fiber and by promoting sustainable forest management policies and practices. By providing a dependable market for responsibly grown fiber, the industry also encourages landowners to continue managing their forestland instead of selling it for development or other non-forest uses. Read more.

2- Sustainable forest management benefits people and the planet. Collecting used paper and recycling it into new products is good for the environment. However, the wood fibers in paper can be recycled only about five times before they get too weak and break down. That’s why we need fresh fiber harvested from responsibly managed forests, too. Using fresh fiber creates a sustainable cycle of high-quality recyclable material to continually replenish recycled fiber. Without fresh wood fiber, recycled fiber would quickly run out and most paper production would cease within months. Read more.

3- Paper is one of the most recycled products in the world. Paper is the most recycled product in the world. Since we began tracking how much paper gets recycled back in 1990, the recovery rate for used paper has increased dramatically. We’re not only recovering more, but we now know how to get the most environmental and economic benefits from using recycled paper in new products. Read more.

4- Much of the energy used in pulp and papermaking is renewable. Nearly two-thirds of the energy used by U.S. pulp and paper mills is self-generated using renewable, carbon-neutral biomass in high-efficiency combined heat and power (CHP) systems.   In fact, the U.S. paper and forest products industry produces and uses more renewable energy than all other industrial sectors combined. Read more.

5- The carbon footprint of paper is not as high as you think. For paper products, the carbon footprint includes all greenhouse gas emissions from harvesting trees through the manufacturing process to use and disposal or recycling. A look across this entire life cycle shows that paper’s carbon footprint can be divided into three basic elements: greenhouse gas emissions, carbon sequestration and avoided emissions.   Each of these elements is influenced by important characteristics that make paper’s carbon footprint smaller than might be expected:   it’s made from a renewable resource that stores carbon, it’s manufactured using mostly renewable energy and it’s recyclable. Read more.

6- Electronic media also has environmental impacts that cannot be ignored. Rather than asking which is better, paper or electronic communication, we should be working to determine which combination of the two has the least impact on the environment while best meeting social and economic needs.   As the population and resulting demand on resources continues to grow, a sustainable future will necessarily depend more heavily on the use of renewable and recyclable products and less on non-renewable materials and the use of fossil fuel energy. Read more.

7- “Go Green – Go Paperless” messages can be misleading and may not meet best practices for environmental marketing. Many leading U.S. companies are urging their customers to go paperless with claims that paperless bills, statements and other electronic communications save trees, are “greener” or otherwise protect the environment. Beyond the fact that “go paperless” marketing messages ignore the highly sustainable nature of print on paper – it comes from a renewable resource, is recyclable and recycled more than any other commodity in the U.S. and has great carbon characteristics – these claims fail to meet the most basic tests for acceptable environmental marketing as outlined by the U.S. Federal Trade Commission (FTC) and others. Read more.

8- Paper is one of the few truly sustainable products. Paper is made from a natural resource that is renewable, recyclable and compostable. These features, combined with the paper industry’s advocacy of responsible forestry practices and certification, use of renewable, carbon-neutral biofuels and advances in efficient papermaking technology, make paper a product with inherent and unique sustainable features. Read more.

There you have it. Each one of the above paragraphs links to our more detailed fact sheets packed with great information and backed-up with verifiable evidence and scientific reports.

Happy Earth Day!

Phil Riebel
President, Two Sides North America

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New Two Sides Fact Sheets Set the Record Straight

When it comes to the sustainability of the Graphic Communications Value Chain, it’s important to separate verifiable facts from opinions and misleading information. Fortunately, Two Sides (www.twosides.us) has the resources that can help.

Two Sides has posted nine new 2-page Fact Sheets related to the sustainability of print and paper. Written in clear, easy-to-understand language and including citations to verifiable sources, these Fact Sheets make it easy to understand that print, paper, and packaging have a great environmental story to tell.

Below you’ll find a quick summary of each of the nine new Fact Sheets, plus a link leading to the fact sheet itself.  Please feel free to share these valuable resources with colleagues, customers, students and local media. You can be part of Two Sides’ efforts to end the harmful practice of “greenwashing” (using inflated, inaccurate, or misleading data to misrepresent environmental performance).  Check out the facts, then click through for the downloadable Fact Sheets:

FACT: “Go Green – Go Paperless” and “Save-a-Tree” claims are misleading and may not meet best practices for environmental marketing.  These marketing messages ignore the highly sustainable nature of print on paper – it comes from a renewable resource, is recyclable and recycled more than any other commodity in the U.S. and has great carbon characteristics. Learn More

FACT: Anti-paper environmental claims are often inaccurate and should be challenged. After research showed that more than half of America’s leading banks, utilities and telecommunications companies are using misleading anti-paper environmental marketing claims, Two Sides began its “myth-busting” campaign. To date, more than 40% of those contacted have eliminated unsubstantiated anti-paper claims from their marketing. Learn More

FACT: E-Media also have environmental impacts. A recent study estimates that developing countries will produce at least twice as much electronic waste (e-waste) as developed countries within the next six to eight years. Uncontrolled toxic emissions can result from the informal recycling practices often used in the developing world; these emissions can include dioxins, furans, and cyanide. Learn More

FACT: The carbon footprint of paper is not as high as you may think. The U.S. forest products industry is a leader in the production of renewable energy, with more than 65% of the on-site energy needed to produce paper products derived from carbon-neutral biomass. Learn More

FACT: Sustainable forest management benefits people and the planet. In addition to replenishing the supply of recycled fiber, the U.S. paper industry’s perpetual use of trees harvested from responsibly managed forests has a host of economic, social and environmental benefits. Learn More

FACT: Paper is one of the most recycled products in the world. In 2012, nearly 51 million tons or 65.1% of the paper used in the United States was recovered for recycling, up 76% since 1990. The industry’s new recovery goal is to exceed 70% by 2020. Learn More

FACT: Most of the energy used to make pulp and paper is renewable. The print and paper industry accounts for only 1% of global carbon dioxide emissions; at a global level, the greenhouse gas emissions from the forest products industry value chain are largely offset by sequestration in forests and forest products. Learn More

FACT: Paper is one of the few truly sustainable products. Paper is made from a natural resource that is renewable, recyclable and compostable; in the United States, paper is recycled more than any other commodity in the municipal solid waste stream, including plastics, glass and metals. Learn More

FACT: Paper supports sustainable forest management. The income U.S. landowners receive for products grown on their land—including wood for papermaking—encourages them to maintain, renew and manage this valuable resource sustainably, instead of converting forestland to non-forest uses. Learn More

Led by sustainable and responsible forestry, paper production and printing, the U.S. Graphic Communications Value Chain is working to ensure that, in a world of scarce resources, print and paper’s unique recyclable and renewable qualities can be enjoyed for generations to come. By sharing these Fact Sheets, you can help Two Sides U.S. and its member companies strengthen the paper, packaging, print, and related industries—and make an important contribution to real environmental sustainability. Find more resources, plus information on how to become a member company, at www.twosides.us.

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Ready to Bust Some Myths about Print and Paper? Check out our new Two Sides Video

Put on your dancing shoes and watch our latest animated video that features some great facts and figures about the important role that paper and print media play in an environmentally sustainable world.

Click this link to view the video

This is a great resource for professionals in the Graphic Communications Value Chain who want to share facts and figures, and dispel “greenwashing” myths about print and paper.

The video is an animated version of our popular “Eco-Graphic”, a full-color Infographic poster available for download here.  The Eco-Graphic was created by Lynette Maymi, a design professional from Pompano Beach, Florida and winner of the Two Sides Eco-Graphic Challenge.

Thanks again to graphic designer Marco Morales and the Two Sides US sustainability and marketing committees for their great work and input on the video!

Phil Riebel, President, Two Sides U.S.

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A Must Read Series: The Link Between Paper and Sustainable Forestry

When you work closely with the people and companies involved in the Graphic Communications Value Chain – the papermakers, printers, publishers, foresters, and countless others who make paper products and printed communication possible – it’s easy to see how versatile, practical, and environmentally beneficial responsible production and use of print and paper can be.

For the public at large, however, that positive message is harder to see. Working against negative information and environmental misconceptions about print and paper is difficult; I’m sure we have all had moments when we feel like nobody out there understands the true sustainable features of our products.

That is why it’s great to find others who are also working to dispel the myths and convey the “good news” about paper and print products and their sustainability. A case in point is a series of articles sponsored by Two Sides member company International Paper. The articles are available online at Triple Pundit, a new-media company with one of the world’s most well-read websites on ethical, sustainable and profitable business.

These six highly informative articles were fact-checked by the Food and Agriculture Organization of the UN. They do a great job of conveying the positive attributes of print, paper, and forest products, with a special focus on certification and sustainability. We’ve provided a quick summary of each below, with a link to the full article on the Triple Pundit website. I hope you find them a useful resource.  Feel free to share ideas and resources in the Comments section below.

Paper and the Untold Sustainable Forestry Story

By Teri Shanahan, Vice President, Sustainability, International Paper

This is a great introduction to what the author calls “a counterintuitive story: harvest trees to save forests.” She lays out one of the most important fundamentals of the sustainable forests equation: privately owned forestland not used for forest products is at serious risk of being given over to other uses.  “In the U.S., a whopping 70 percent of forestland are ‘working forests’ that rely on an economic driver for their existence,” Shanahan notes. “By using paper, recycling that paper, and choosing paper once again, you can play a part in preserving our planet’s forests.”

Deforestation and the Role of Paper Products

By Phil Covington

This article provides a balanced look at the causes and consequences of deforestation. Globally, around 40 percent of the annual industrial wood harvest is processed for paper and paperboard. While it is true that “demand for paper and other forest products provides an incentive to keep growing, harvesting and regenerating planted forests,” says Covington, paper producers are working to sustainably manage the world’s forests, and the industry need not be a cause of deforestation. “Through proper management with independently certified forestry standards, the supply of paper – fundamental to humankind’s development – can remain so responsibly into the future.”

The State of the Earth’s Forests

By Eric Justian

Providing a more in-depth look at the world’s forested areas, this article discusses variables affecting our forests, and explains the economic factors that have driven change in the past and must be considered for a sustainable future. “The important thing is for nations to focus on actually using forests as permanent and invaluable resources,” Justian writes. “As nations do that, they protect and promote those resources. This is where businesses and governments can and do work together toward a globally healthy, sustainable goal. In that goal, the world is moving in the right direction.”

Certification: Building Standards for Sustainable Forests

By Jan Lee

“Pretty much anyone who works in sustainable forestry these days will tell you that certification is the cornerstone of a responsible eco-conscious forestry program,” writes Lee. This article outlines the primary and secondary benefits of certification, and discusses the different certification programs available, as well as the distinct benchmarks offered by each.

Join the Forest Certification Movement to Meet Your Sustainability Goals

By Kathy Abusow

Today, only about 10 percent of the world’s forests are certified, which represents about a quarter of global round wood production. “It’s vitally important for all of us to increase the percentage of timberland that is certified to a credible standard, while also promoting responsible forestry on uncertified lands,” says the author.  This article outlines steps business leaders can take to support the certification movement and promote sustainable forestry.

Responsible Forestry: Can Certification Save Our Forests?

By Mike Hower

Human society, with its economic and material needs, relies on the resources provided by our planet’s forests; yet, absent of human intervention, natural factors like storms, pests, and diseases also consume those resources. Writes Hower, “Can we find a middle ground to maintain the health of the forests and also use them responsibly for present and future generations?” This article compares two leading certification programs – SFI and FSC – and explains their differences. As Hower concludes, “In a world of depleting forest stocks, any effort toward responsible forestry is a step in the right direction.”

Phil Riebel
President, Two Sides U.S., Inc.

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A heartfelt “THANKS” from Two Sides U.S. to our supporters in 2013!

2013 has been another great year for us thanks to our member companies, allied organizations, partners, our many volunteers and, of course, the Two Sides team that do much of the day-to-day work. This alliance is helping us fulfill our mission which, we believe, is essential to all of us who use print and paper products everyday, and the millions who work in the print and paper value chain.

Some 2013 Highlights

• 22 leading U.S. companies (ex: banks, utilities, telecoms) have removed their “anti-paper” claims due to our campaign to challenge misleading “go green – go paperless” claims.
• We sent an open letter to Google’s Chairman which led to the removal of anti-paper claims on the Paperless2013 Coalition website.
• Our “No Wonder You Love Paper” ads have appeared in over 10 different publications.
• Lynette Maymi was the winner of our popular “Ecographic” contest with a great design.  Posters will be distributed in 2014.
• Our National consumer survey on e-statements vs paper gave us great results to promote paper and print.
• Our Myths and Facts brochures has again been picked up and printed up by many.  Version 3 will come out next year.
• Our social media alliance on Facebook, Linked In and Twitter continues to grow.  Join us if you haven’t already.
• Some of our blogs received much attention, like our recent one:  Scientific American: Why the brain prefers paper.

Two Sides U.S. now has over 65 commercial member companies.  They are from sectors across the graphic communication value chain, including paper producers and merchants, envelope manufacturers, printers, direct mail companies, printing equipment manufacturers, and more.  In 2013, twenty-three new commercial member companies joined us, including International Paper and Canon USA.

Over 30 Allied Organizations.  In 2013, seven new Allied Organizations joined us.  Our allies now include environmental think thanks such as Dovetail Partners, several industry trade associations such as AF&PA, the NPTA Alliance, the Envelope Manufacturers Association, NPES The Association of Suppliers of Printing, Publishing and Converting Technologies, Print Services and Distribution Association (PSDA), TAPPI, The Imaging Network Group (ING), and advocacy groups such as Consumer for Paper Options, to name a few.   Eight U.S. colleges are also part of our network:

• North Carolina State University Pulp and Paper Foundation
• State University of New York – Environmental Sciences and Forestry
• Miami University Paper Science and Engineering Foundation
• Western Michigan University – Paper Technology Foundation
• Cal Poly San Luis Obispo – Graphic Communication Department
• University of North Florida – Coggin College of Business
• University of Houston – Digital Media Program
• University of Wisconsin – Stevens Point – Paper Science Foundation

Several publishers have donated ad space for our “No Wonder You Lover Paper” campaign.  Two Sides ads have now appeared in the following magazines / newspapers.

• Discover Adams Avenue
• Editor & Publisher
• GDUSA
• Gravure Magazine
• Inc. Magazine
• National Geographic
• Print Solutions
• The Daily Collegian at Penn State
• The Social Media Monthly
• The Union Democrat

Our committees regroup volunteers from 24 organizations.  We owe them much!  They are the governance of Two Sides and help set the direction forward.  The following organizations hold seats on our Board of Directors and committees:

• American Forest & Paper Association
• Appleton Coated
• Boise
• Canon USA
• Case Paper Company
• Domtar
• Dovetail Partners
• Earth Color
• Eastman Kodak
• Envelope Manufacturers Association
• Lindenmeyr Munroe
• MacPaper
• Neenah
• NewPage Corporation
• Norkol Inc. and Converting
• NPES, The Association for Suppliers of Printing , Publishing and Converting Technologies
• Premier Press
• PrintMediaCentr
• Sappi Fine Paper North America
• State University of New York – Environmental Sciences & Forestry
• The NPTA Alliance
• Twin Rivers Paper
• Unisource
• UPM
• Western States Envelope & Label

Our Two Sides team and partners help deliver what you see!  A personal thanks to all who have helped deliver the Two Sides U.S. program this year.  Your dedication, passion for the cause, great work and advice is much appreciated.

• Deborah Corn at PrintMediaCentr
• Jamie Kenny from Kenny Consulting Group
• Lillian Polz and Kristin at Hanna, Zappa & Polz
• Martyn Eustace, Sonya Sanghera, Sarah Collins and the rest of the Two Sides UK team
• Ronnie Hwang, Pamm Schroeder and Kevin Gammonley at the NPTA Alliance
• Simona Marcellus, Raine Hyde, and Jan Bottiglieri at TAPPI

On behalf of all of us at Two Sides U.S. we thank all of you who follow our activities, distribute our information, and help grow our network to promote the sustainability of print and paper.

Have a Great Holiday Season and a Happy New Year.

Phil Riebel
President, Two Sides U.S.

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Is Technology Keeping Us from Learning?

This blog appeared in PI World on November 7, 2013 and has been re-posted here with permissions of PIWorld.

There are many debates today about whether technology is helping or hindering learning. Many school administrators want to be the first to adopt new technology because they feel their schools are being judged as inadequate if they don’t keep up with changing resources. But we have to ask the question, “Are they considering all of the options that can help students succeed?” When you consider the negatives of learning from a screen, as well as the cost of purchasing, maintaining and updating electronic devices, is this really the best approach to learning?

Based on a multi-country survey commissioned by Two Sides in September of 2011, we have qualified what we already believed…that many consumers (~70 percent), including 18- to 24-year-olds, prefer reading from paper. In fact, according to a study by O’Hara, K. and A. Sellen in 1997 called A Comparison of Reading Paper and On-line Documents, we may actually learn better from a book, newspaper or printed report than we do using a computer screen.

So why are we pushing so hard to get technology into the classroom?

According to an article in the Chronicle Herald on July 2, 2013, Peter Reiman and Anindito Aditomo of the University of Sydney recently conducted an analysis of the research literature about the impact of technology on student achievement. Their findings were published in the International Guide to Student Achievement (2013). They conclude that most studies show only a moderate academic benefit from technology and that “the effect of computer technology seems to be particularly small in studies that use either large samples or randomized control groups.”

What this tells us is that there are limited benefits to using technology in the classroom…at least in today’s world. Schools need to take a broader approach to improving learning by considering all options of the education process including the basics such as environment, experienced teachers, strong curriculum and all different forms of resources.

In his 2011 book “Focus: Elevating the Essentials to Radically Improve Student Learning,” renowned education writer Mike Schmoker demonstrates that schools focusing on three key things (a content-rich curriculum, sound lessons and purposeful reading and writing in every discipline) substantially outperform schools that do not. According to Schmoker, technology is unnecessary when it comes to improving student achievement and too much emphasis on technology can get in the way of the essentials of learning.

Technology can also be a distraction for students and contributes to multi-tasking and disappointing grades and performance. Laptops may actually hinder students’ ability to learn, providing a distraction and even affecting students sitting near their owners, according to a stunning new Canadian report. With laptops and tablet computers pervading the modern classroom, the report suggests that paper and pencil is less distracting overall.

“We really didn’t think the effects would be this huge,” explained McMaster University researcher Faria Sana, who co-authored the study with fellow doctoral student Tina Weston. “Those students who multitasked on their laptops performed significantly worse than the pencil pushers—and surprisingly, the effect even reached to students sitting near the laptop users,” Sana said.

What we are learning is that paper and pencil are very effective ways to learn since these traditional tools are less distracting and easier to rely on in all circumstances.

The real question here is, “Are the schools determining the best ways for their students to study and learn, or are they just another group jumping blindly on the technology bandwagon and perhaps forgetting about the educational value of print and paper?”

We must continue research on this topic and provide examples and resources to help educators and parents understand the key role that paper plays in the classroom…and how it can ultimately lead to better learning and comprehension.

Phil Riebel
President, Two Sides US, Inc.

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Help Stop the “Go Green – Go Paperless” Bus!

Although many of the “save a tree” messages are printed on bills and envelopes, consumers don’t differentiate between different paper products.  These messages are a major driver of public perception about all paper and print products.  If your company’s business and livelihood relies on print and paper, I can guarantee that this message is not helpful.  It’s not only on bills, it’s on websites, emails, Youtube videos… it’s even printed on the back of buses and in bus stops!  Major corporate marketing departments are spreading their views on paper far and wide to promote lower cost e-billing and e-statements.  These claims are harming our industry and the livelihood of millions of Americans who work in the paper value chain, from the family forest owner to the direct mail company.

Watch out not to get hit by the anti-paper bus!

As a private forest owner and someone who has made a career in the forest products industry, I have a personal agenda and a business reason to have these claims removed or changed.  Based on our recent Two Sides member satisfaction survey, I also know that the vast majority of our members feel the same way.

Banks, utilities and telecoms (among others) willingly take our money and, at the same time, their marketing departments spew out “anti-paper” slogans to convince consumers to stop using the very products we rely on for our livelihood!  Whatever happened to the basic rule that says “don’t bite the hand that feeds you”?

The Good News

It appears that many Americans are seeing behind the “greenwash”.   This was evident from our latest Nationwide survey  where we asked US consumers how they felt about the “go green – go paperless” message.

1) Half of consumers surveyed do not believe, feel misled by or question the validity of such claims.

2) 84% agreed that paperless bills and statements are being promoted to reduce costs.

In another recent study of paper versus electronic services done by Infotrends on behalf of Consumer for Paper Options, 80% of US consumers said it was not appropriate for companies to cite environmentalism when it is not their real motive.

This data is greatly helping our campaign to challenge and remove the claims.  As of today, we have engaged with 61 companies, 17 of which have removed their anti-paper environmental claims.  Most of our discussions with corporate marketing and legal staff have been productive.  Due to the size of the companies and the attempt to “turn the ship”, patience and persistence is key.

A progress report on our campaign is available to Two Sides members.

The Bad News

“Go Paperless – Go Green” claims still create a misleading view of print and paper products for many people.  They link paper to permanent forest loss or deforestation and they suggest that not using paper will save forests.

Truth is: Paper comes from a renewable resource and is highly recyclable.  US forest area has been stable and growing.  There is 49% more wood volume than 50 years ago.  Forest loss is caused by urbanization and development, not forestry.  In fact, US pulp, paper and other wood products provide an incentive for forest owners to retain well-managed forests instead of converting the land to non-forest use.  If our forestland loses its economic value, it will gradually disappear in favor of other land uses.

The green claims also suggest that using electronic media instead of paper will help the environment.  However, over its life cycle, electronic media has many environmental impacts that are sometimes unknown and often ignored when companies make the switch from paper to electronic.  The interplay between paper products and electronic services is complex and depends on many variables.  For example, in many cases the use of paper is just shifted to the consumer with 34% of people printing statements or bills at home.

The role of Two Sides is to ensure people and corporations receive both sides of the story and the science behind our facts.  In the end, it’s not rocket science and many people understand the environmental, social and economic value of paper products.

After all, 72% of people we polled said that when print on paper is responsibly produced, used and recycled, it can be an environmentally sustainable way to communicate.

For more about the above facts, go to http://www.twosides.us/mythsandfacts  and http://files.twosides.info:8080/content/facts/pdf_312.pdf

Phil Riebel
President, Two Sides US

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Two Sides U.S. Annual Report July 2012 – June 2013

Over the last year, Two Sides made the transformation from new kid on the block to familiar advocate for the sustainability of print on paper.  Our membership continues to grow and our collective voice is getting stronger every day.  Even more exciting, we’ve extended our reach and effectiveness where it really counts – to the C-suites of many major U.S. companies and to American consumers.   Following the strategic guidance of the Two Sides U.S. Board of Directors, our ambitious 2012-2013 Marketing and Communications Plan built on past successes and incorporated new efforts to put an end to anti-paper environmental marketing claims and share the news that Print and Paper Have a Great Environmental Story to Tell.

Membership – As of July 1, 2013, 2013, Two Sides U.S. has 60 commercial members  from across the Graphic Communications Supply Chain, including paper producers, merchants, printers, envelope manufacturers, and 34 allied organizations and partner members.  Internationally, the Two Sides network includes more than 1,000 members.

Paperless Claims Initiative – Two Sides launched this nationwide education effort in July 2012 to encourage leading U.S. companies to end the use of unsubstantiated marketing claims that electronic billing and customer communications are better for the environment than paper communications.  The campaign initially engaged about 50 companies, primarily in the financial services, telecommunications and utilities industries. While time-consuming, our systematic educational approach is working. Ten companies have removed their anti-paper environmental claims and we are currently in discussions with several others.  In March 2013, we launched Phase II of this initiative with a second round of communications.  With input from members and others, our potential target list has grown to more than 200 companies.   This initiative is patterned after a similar, highly successful program conducted by Two Sides in the United Kingdom.

Ad Campaign – To address misconceptions about the sustainability of print on paper identified by Two Sides research, the No Wonder You Love Paperad campaign was designed to educate consumers that print media is sustainable, made from a renewable resource and supports sustainable forest management, and to promote the reading experience and enjoyment of printed magazines and newspapers.   The campaign includes a user-friendly companion website for consumers (www.youlovepaper.info/us). To date, several ads have appeared in Print Solutions and Gravure magazine.  The first consumer-facing ads appeared in the digital version of Inc. magazine in April and most recently in the June issue of National Geographic.  Over the next year, Two Sides is seeking free advertising space in business, trade and consumer magazines and newspapers.

Response to Anti-Paper Initiatives – In addition to its focused campaign on addressing paperless claims, Two Sides often responds to new initiatives aimed at encouraging consumers to “go paperless” for environmental reasons.  Most notable during the past year were responses to Toshiba’s proposed “No Print Day” and Google’s participation in the Paperless2013 initiative. Both were successful in removing anti-paper green messages thanks to the actions of Two Sides and it’s allies.

Website – The Two Sides website, www.twosides.us, continued to be a valuable resource for members and the general public, providing the latest news, research, case studies, tools and useful facts about the sustainability of print and paper.  We added a new section on Environmental Marketing Best Practices for Print and Paperin late 2012 and will be adding a new section on Responsible Production and Use of Print and Paper in the coming months. The site is updated monthly and members receive email notification of new items that have been added.  For the quarter ended March 31, 2013, the website had more than 10,000 visits.  There are about 400 visits per week to the site.

Member Support – Two Sides supported its members’ efforts to promote the responsible production and use of print and paper throughout the year with a variety of presentations, materials and other resources available on the Member Only sections of our website

Myths and Facts Sheets – Two Sides updated our series of fact sheets that cite well-known, credible sources to dispel the common myths about the sustainability of print and paper.  The fact sheets are available to anyone on the Two Sides website at www.twosides.us/mythsandfacts.

Myths and Facts Brochure – We updated our popular brochure designed to make it easier for members to share the Myths and Facts about print and paper. A customizable version of the brochure with high-resolution artwork is available to members; a low-resolution version of the generic brochure is available to anyone.

News Media – Two Sides distributed news and information through the media and was featured in a number of business and trade publications.

Social Media – Outreach via social media included regular posts to our new Facebook page (www.facebook.com/twosidesusa), LinkedIn (www.linkedin.com – Two Sides US group), Twitter (twitter.com/twosidesUS) and the Two Sides blog (twosidesus.wordpress.com).  The number of Two Sides followers is growing weekly.  Please join us at the above links!

Conference Participation – Two Sides presented at/participated in a wide variety of industry meetings over the past 12 months, including RISI North America, Maine Pulp and Paper Association, Graph Expo 2012, TAPPI Student Summit, Gravure Publishing Conference, Envelope Manufacturers Association spring meeting, Paper Shipping Sack Manufacturers Association, and the 2012 Gravure Association of America Environmental Workshop.

Webinars and Presentations to Member Companies – Two Sides hosted/participated in over a dozen webinars and face-to-face presentations to introduce the organization to prospective members, to review the many features available on the Two Sides website and to educate on the do’s and don’ts of environmental marketing. Two Sides also hosted webinars for members and other stakeholders on topics related to the sustainability of print and paper, including “An Introduction to the Forest Legality Alliance” and “Sustainable Plantations.”

Member Satisfaction Survey – In June 2012, Two Sides conducted its first annual member satisfaction survey to gauge member attitudes about the organization’s progress and guide it in refining and expanding its efforts.  We received great feedback and results show that we are on the right track.  Members can access the full report on our Member Page.  Our second annual member satisfaction survey is planned for July 2013.

ENGO and Academic Partnerships – Two Sides has established partnerships with a number of environmental non-governmental organizations and U.S. colleges to share mutually beneficial resources and further expand our communications network.

• World Resource Institute (WRI)/Forest Legality Alliance (FLA) – In July 2012, Two Sides joined the WRI-FLA, a global network dedicated to promoting the demand of forest products of legal origin, and to working with stakeholders along the supply chain to meet that demand.
• Dovetail Partners – In September 2012, Dovetail Partners Inc. joined Two Sides and Dovetail Executive Director Kathryn Fernholz was elected a member of the Two Sides U.S. Board of Directors. This collaboration offers opportunities to help clarify complex environmental issues related to the use of print and paper and in doing so, to increase people’s understanding of and their capacity to make good print- and paper-related business decisions.
• Colleges and Foundations – The following U.S. Colleges and Foundations have joined Two Sides:

• Cal Poly San Luis Obispo, Graphic Communication Department
• Coggin College of Business, University of North Florida
• Miami University Paper Science and Engineering Foundation
• Paper Technology Foundation, Western Michigan University
• State University of New York, Environmental Science & Forestry
• University of Houston , Digital Media Program
• University of Wisconsin, Stevens Point , Paper Science Foundation

Students at SUNY-ESF proudly wearing their new “choose paper” T-shirts

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Two Sides Announces Ecographic Challenge – Professional and Amateur Graphic Designers Invited to Compete for $2,500 Prize

CHICAGO, June 26, 2013 – Two Sides today announced its Ecographic Challenge, a contest to develop an engaging infographic that clearly presents facts about the sustainability of print and paper.  The contest is open to amateur and professional graphic designers who are U.S. residents and are at least 18 years old at the time of entry.  Individual and team entries will be accepted.

“Two Sides is reaching out to the country’s most creative talent to help us promote the sustainability of print and paper in a way that’s fun and easy to understand,” says Two Sides President Phil Riebel. “We’re providing all the facts and asking contestants to create an ‘ecographic’ that will help correct common misperceptions about the sustainability of printed communications, like the ones perpetuated by misleading environmental marketing claims that urge people to switch from paper to electronic communications to protect the environment.”

Two Sides will award one $2,500 cash prize to the winning individual or team.  Entries will be accepted until 9 p.m. EDT on August 16, 2013.  The winner will be announced at the Print13 Conference in Chicago on September 10, and will be acknowledged in all published versions of the ecographic.  Please visit http://www.twosides.us/Two-Sides-Eco-graphic-Challenge for complete rules, ecographic specifications and an entry form.

Support for the Ecographic Challenge is provided by the following Two Sides members:  Ariva, Boise Inc., Domtar Corporation, Lindenmeyr Munroe,  PrintMediaCentr, Unisource Worldwide, UPM and Western States Envelope & Label.

For more information about the Two Sides Ecographic Challenge, please email infographic.twosidesus@gmail.com.

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Google and Paperless2013: Thank you for removing your “anti-paper” environmental claims!

If you are a Two Sides follower, you may recall our open letter (and press release) to Google Chairman urging him and Google to re-consider their participation in the Paperless2013 initiative, and especially to consider removing or changing the negative environmental claims being made related to paper.  By this we mean the reference to “saving trees” and promoting the perception that switching from paper-based to electronic communications will help protect the environment without having any verifiable or factual information to support the claims.

Challenging and correcting misleading environmental claims related to print and paper has been a focus of Two Sides in Europe for a number of years and more recently in the US after we launched our campaign in July 2012.  Since then, we have approached over 50 US companies to engage with them and discuss best practices for environmental marketing related to print and paper.  Although Google was not on our list, the start of Paperless 2013 in January this year required our quick response.

What followed was unexpected.  Our letter received a lot of coverage, perhaps in part because it was addressed to the Chairman of Google.  Others also became engaged with their views regarding Paperless2013, including PIA who also sent a letter.  PrintMediaCentr was very active on social media and this had a major impact in engaging people to the point where the Twitter feed for Paperless2013 was dominated with tweets in favor of paper!

The good news is: changes have been made.  There are no longer any environmental claims on the Paperless2103 site or Twitter home page and all pictures of trees or forests have been removed.  The main tag line now is “Take the paper out of paperwork”, instead of “Save money. Save time. Save trees”.   The screenshots before and after are shown below and in more detail here.

For this we would like to thank the Paperless 2013 coalition.  It is all we were expecting and we appreciate the positive actions taken.

The “paperless” message may never go away because it is a fact that paper, in some cases, can be replaced with electronic media.  Depending on the situation digital can be more practical, faster and cheaper.  But it is not always more sustainable, when considering the life-cycle of both forms of communication, including their environmental and social pros and cons.  The temptation of marketing departments to include environmental claims to promote digital services is often misleading and unnecessarily damaging to the print, paper and mail value chain.

The term  ‘Paperless’ is also  deceptive. Our own recent pilot survey of consumers reveals that more than 55% of people print some of their e-bills at home or at the office, and about 25% of people print more than 30% of their e-bills.  Other research tells us that print on paper is still the medium of trust and 70% of consumers prefer to read from paper instead of  from a screen. So, instead of encouraging users to ‘go paperless’, organizations should  be enabling a choice of outputs – if they really want to consider their customers preferences.

Furthermore,  let’s not forget that 20% of US adults and 20% of UK households do not have access to the Internet.  In fact, 45% of Americans over the age of 65 don’t own a computer. Mail and paper-based communication is a vital service for this segment of the population.

Two Sides will continue its initiative to engage with companies regarding environmental claims. Our approach to date has been to engage 1-on-1 and encourage open discussion.  Sometimes this works, sometimes it doesn’t.  Some ignore us or don’t respond…so other tactics may be needed.

Phil Riebel
President and COO
Two Sides US, Inc.

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