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.

Warning: This Anti-Paper Legislation May Have Serious Side Effects

Here’s one of those instances of political tinkering that’s ripe for the sage advice, “if it ain’t broke, don’t fix it!”   Congress is considering legislation to make our prescription drug supply chain more secure, and there are surely things we can do to make the U.S. prescription medication delivery system safer and more efficient.  But a specific provision in the House version of this proposed law (H.R. 1919, Section 8) would do just the opposite.

As currently written, this proposed law would eliminate the Federal Drug Administration (FDA) requirement that says printed information – on things like proper drug dosage, side effects, potential drug interactions and risks — must accompany all prescription medication, replacing it with a provision for electronic-only information.   You won’t get any argument from me that the internet is a valuable tool for disseminating this type information to those who dispense dangerous prescription drugs, but Congress really needs to summon up a little common sense before mandating electronic-only communication.    

Think about the diversity of settings where health care practitioners dispense prescription drugs.   From pharmacies and cruise ship infirmaries to EMT transports and rural nursing homes, internet access and reliability vary considerably.   Do we really want to legislate a system where vital patient information is available to almost every health care practitioner?  That’s just not good enough for me – especially if I happen to get sick in one of those undeserved locations and need a prescription!

We need a safe, reliable system where vital prescription drug information is available to all health care professionals and their patients 24 hours a day, seven days a week.   One of the most effective ways to make this happen is for important printed information to accompany a drug through the product distribution system from the manufacturer to the health care professional … just as it does today.   

 H.R. 1919 passed the House of Representatives on June 3.  A similar bill is coming up for consideration  in the Senate, but without the paperless provision.   The two measures will then go to a Conference Committee as legislators work to merge them into what may eventually be voted into law. 

Kathi Rowzie is a Two Sides guest blogger and a sustainability communications consultant with The Gagliardi Group in Memphis, Tennessee.

Go paperless, Go Green? Most consumers don’t believe it. It’s time for companies to quit saying it.

Infotrends study commissioned by Consumer for Paper Options

As banks, utilities and other types of companies push paperless bills saying electronic communications are “greener” and “protect the environment,” results of a new nationwide poll  show consumers just don’t buy those claims.  In fact, an overwhelming majority — 87% — believe the main reason companies want to shift customers to electronic delivery formats is to save money, not to be environmentally responsible.

The poll, conducted for Consumers for Paper Options (CPO) to determine American attitudes toward government mandates and private sector programs that require electronic-only communications, also found that 84% of consumers think companies should not be able to force the shift to electronic bills, statements and other documents.   (The Executive Summary of the poll, Access for All: American Attitudes Regarding Paper & Digital Information, is available here.)

It’s clear that just about everybody thinks “go paperless, go green” marketing is ultimately about cost savings – a perfectly legitimate corporate goal – so why not just say that?   Does is make good business sense to continue making unfounded claims about the sustainability of paper (aka greenwashing) if most consumers don’t believe them? 

Companies that continue to use unsubstantiated environmental marketing claims about print and paper not only risk eroding trust in their brands, but also may invite attention from the U.S. Federal Trade Commission (FTC).  The FTC’s Guides for the Use of Environmental Marketing Claims, better known as the Green Guides,  are very clear that environmental claims should be based on “competent and reliable scientific evidence” which they further define as “tests, analyses, research, or studies that have been conducted and evaluated in an objective manner by qualified persons and are generally accepted in the profession to yield accurate and reliable results.”

But even without the full scientific scrutiny of a complete life-cycle assessment, three basic comparisons of print on paper vs. pixels serve up a pretty compelling case for paper’s environmental sustainability and for keeping it as a communications option for consumers. 

1. Paper is made from a renewable resource, wood fiber from trees. Computers and the data center infrastructure that supports them are made primarily from finite resources – petroleum-based plastics, metals and rare earth minerals.
2. More than 65% of the energy used to manufacture paper in the United States comes from renewable, carbon-neutral biomass.  With very few exceptions, the growing infrastructure of the U.S. information and communications technology sector is powered by electricity generated from fossil fuels that emit greenhouse gases and contribute to climate change. 
3. In 2012, 65.1% of paper produced in the United States was recovered for recycling (AF&PA) compared to only 38% of computers in 2009 (the most recent figure available from the U.S. Environmental Protection Agency), and e-waste is the fastest growing municipal waste stream in the United States.  

Whether or not they always follow through, I think most people want to be environmentally responsible in their choice of products and services.   Companies that play fast and loose with environmental marketing claims like “go paperless, go green” only serve to make it more difficult for people to make valid choices and to erode trust in all green marketing claims – including those that represent real environmental value.

It’s time to wise up corporate America!  Show your customers a little respect and pull back the green veil that covers the real intent of your anti-paper marketing messages.   They’ll appreciate your honesty … and so will the FTC.

Kathi Rowzie is a Two Sides guest blogger and a sustainability communications consultant with The Gagliardi Group in Memphis, Tennessee.

SUNY students and Two Sides join forces to produce “choose PAPER” T-shirts

SUNY – College of Environmental Science and Forestry recently joined Two Sides as an Allied Organization.  So when we found out that the Papyrus Club at SUNY-ESF and the Syracuse Pulp and Paper Foundation were designing and producing T-shirts to promote the great environmental story of paper products, Two Sides was happy to help.

We provided a small grant to help with the initiative and also sent some facts and information for consideration to print on the T-Shirts.  The end result was this:

Front of T-shirt

Back of T-shirt

renewable

• Paper comes from trees; one of our most renewable resources.
• The paper industry helps curb the loss of private forestland to development by providing landowners with an income-producing alternative.
• In the United States, we grow more trees than we harvest.  The amount of forestland has remained essentially the same – 750 million acres – over the last 100 years.

recyclable

• In 2012, over 65% of the paper produced in the U.S. in 2012 was recovered for recycling.
• Paper is more recycled than any other commodity including plastics (8%), glass (27%) and aluminum (50%).
• For every ton of paper recycled, 3.3 cubic yards of landfill space is saved.

 remarkable

• Energy generated and consumed in US paper production comes from renewable, carbon-neutral biomass.
• Paper continues to store carbon throughout its lifetime and has a low carbon footprint.
• The forest products industry leads all other manufacturing sectors in onsite electricity generation, meeting more than half of its own energy needs.
• The print and paper industry accounts for only 1.1% of global carbon dioxide emissions; while the electronic communications sector accounts for over 2%, and this is expected to double by 2020.

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

No Wonder You Love Paper Ad Featured in National Geographic

Who knows how to inspire us on paper more than National Geographic magazine?  With gorgeous photography and compelling articles, Nat Geo brings the earth’s natural wonders and most fascinating people into lives with the turn of a page. 

On the world beat page in the June issue of the magazine, you’ll also see the ad shown below – another in Two Sides’ No Wonder You Love Paper ad campaign (click here for our recent press release). The campaign was created to reinforce printed magazines and newspapers as an appealing and sustainable way to read, so we’re especially excited to be featured in National Geographic, whose commitment to sustainability is known worldwide.

Be on the lookout for more ads in the coming months, and don’t forget to check out the No Wonder You Love Paper website.  It’s filled with fun activities and great information on the sustainability of print on paper, and it has a downloadable Paper Myths and Facts brochure you can share with your family and friends.

 Throughout the coming year, Two Sides will continue to seek free advertising space in U.S. newspapers and magazines. Any publication interested in donating ad space should contact Phil Riebel at pnr@twosides.info or (855) 896-7433(855) 896-7433 (toll free).

Two Sides ad

June 2013 National Geographic Cover

World Beat page showing Two Sides ad at bottom

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Paper Recycling: A Great American Success Story!

When it comes to the environment, one great American success story that’s often overlooked is the dramatic increase in paper recycling over the last two decades. As awareness of paper recycling has grown and a sound, market-driven recovery and recycling infrastructure has evolved, the amount of paper recovered annually for recycling has increased 75% since 1990!   There’s no better example of how consumer education and public-private collaboration can lead to true environmental improvement.  Not only are we continuing to extend the use of a valuable natural resource – wood fiber from sustainably managed forests – but we’re also sending 50% less paper to landfills.

Think about this:  In 2012, more than 51 million tons of paper products were voluntarily recovered for recycling in the U.S. – that’s 65.1% of all paper produced.  Break that down into a number we can relate to individually and you get roughly 323 pounds recycled for every man, woman and child in the country.   When you consider that one ream of 8.5” x 11” office paper weighs about 5 pounds … well, you get the picture.

In fact, paper is leading the way when it comes to recycling.  According to the latest statistics from the U.S. Environmental Protection Agency, paper-based products are recycled more than any other commodity in the United States, including steel at 33.8%, glass at 27.1%, aluminum at 19.9% and plastics at 8.2%.

But that doesn’t mean we can’t do better.  The paper industry has set a new goal to recover more than 70% of all U.S. paper produced by 2020.  While the industry can provide resources and promote paper recycling, it’s up to the rest of us – communities, businesses and individuals – to make it happen.   For inspiration, check out the stories behind the winners of the American Forest & Paper Association’s 2013 Paper Recycling Awards:

Business Leadership Award Winner – Edwards Brothers Malloy

Community Award Winner – City of Guntersville, Alabama

School Award Winner – Bishop Watterson High School, Columbus, Ohio

Remember, every magazine, newspaper, catalog or piece of paper you throw away is a resource wasted.  If you don’t already recycle, get in the habit!   And if your community, company, school or other organization doesn’t have a paper recycling program in place, don’t ask why … ask why not!

For recycling program guides, statistics and other helpful information, visit the Recycling Resources page at www.paperrecycles.org

Kathi Rowzie is a Two Sides guest blogger and a sustainability communications consultant with The Gagliardi Group in Memphis, Tennessee.

Immediate Help Needed! Support NY Legislation to Continue Paper-Based Bills at No Charge

Dear Blog Followers,

This matter has been addressed and is no longer an issue.  Thank you all for your support and attention.

 

Documenting the Value of Paper

If you’re interested in what research has to say about the value of paper, don’t miss this just-released report from the American Forest & Paper Association.  It provides a terrific review of studies, reports and scholarly articles that show how paper enriches and improves many dimensions of our lives. 

Even as the demographic scale tips toward the new generation of digital natives, paper remains an important and essential component of multichannel communication.

Paper informs, creates a permanent record of milestones in life, provides secure documentation, reaches customers and offers a sustainable communication option that no other medium can match. 

While the coexistence paper and digital communications continues to evolve, the reasons for choosing paper are as strong as ever … paper offers value that just can’t be beat!

You can download Documenting the Value of Paper: Literature Review here.

 

Two Sides “No Wonder You Love Paper” Ad Runs in Inc.

What better way to emphasize the value of print and paper?  Advertise in a popular digital magazine!

This also reinforces our Two Sides position that print and digital media can co-exist and have many synergies.

Inc. magazine’s digital edition recently featured this ad – one of several designed for the Two Sides No Wonder You Love Paper ad campaign.  Created to reinforce printed magazines and newspapers as an appealing and sustainable way to read, the ads feature people enjoying magazines for education, business, play and relaxation in their daily lives.

The campaign also features a companion consumer website, http://www.youlovepaper.info/US/ with fun activities like the Environmental Guru Quiz and a video contest.  There’s also a downloadable Paper Myths and Facts brochure and a short, animated video on U.S. forest and paper facts.

Two Sides is seeking free advertising space in U.S. newspapers and magazines to appear over the next year, so be on the lookout for more to come!  Any publication interested in donating ad space should contact Phil Riebel at pnr@twosides.us or (855) 896-7433 (toll free).