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TWOSIDES_1©Matthew HamsIn 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.

TWOSIDES_3©Matthew Hams3- 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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Two Sides collaborates with many Allied Organizations to further the understanding of why print and paper can be a versatile and sustainable communications medium.  These relationships greatly help extend the reach of our message.  Here are the Allied Organizations that have joined Two Sides in North America:

allies

Below are a few examples of how some of these relationships have developed and evolved.

The National Paper Trade Association (NPTA) and its members were instrumental in supporting and funding Two Sides in the United States and ensuring a successful launch in January 2012.  Most NPTA member companies are now commercial members of Two Sides in North America.

The American Forest and Paper Association (AF&PA) joined our Sustainability Committee in early 2012 and we began collaborating and sharing information to address misleading environmental claims being used to promote various electronic services such as e-billing over print and paper.  “False marketplace claims are damaging to our industry and now we have two paths with the same objective… to help companies take the right steps to correct unqualified environmental language that can be viewed as deceptive marketing” said Executive Director, Printing-Writing Papers for AF&PA, Mark Pitts.  To date, several companies have removed their claims as a result of efforts of Two Sides and AF&PA.

The Envelope Manufacturers Association (EMA) has been a great supporter of Two Sides since day one.   “We believe that Two Sides offers many advantages as a partner to EMA,” said Maynard Benjamin, Executive Director of EMA.  “They are out there fighting against environmental claims that are not factually correct, they provide our members great data-based information and they engage policy makers and make them take notice.  Two Sides doesn’t need to lobby because they do such a great job educating.”

Affiliations with science-based groups helps Two Sides maintain high credibility in its messaging and address current sustainability topics.  For this reason, we invited Dovetail Partners, Inc. to join our sustainability committee and help guide our efforts.  Dovetail is a trusted source for environmental information and they specialize in providing authoritative information about the impacts and trade-offs of environmental decisions, including consumption choices, land use, and policy alternatives.   “Much of our messaging overlaps with Two Sides so it just makes sense for us to work together for the same cause,” says Dovetail Executive Director Kathryn Fernholz. “Two Sides is a very unique group because when they advocate for environmental change, they help us influence people’s thinking about sustainability based on fact and not fear.  They have a strong moral obligation to only share scientifically-based information and we trust them to report on what is accurate and current.”

Two Sides is a member of the Forest Legality Alliance, 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.  We also collaborate with the World Resource Institute (WRI) who have peer-reviewed our Myths and Facts materials.

Nine U.S. colleges are now part of our network and Dr. Gary Scott from State University of New York – Environmental Science and Forestry was elected to our Sustainability Committee to represent the interests of the academic sector.

The following list gives a few more examples of the great support we have received from other allied organizations:

  • NPES, The Association of Suppliers of Printing, Publishing and Converting Technologies – Seats on our board and committees and in-kind support related to marketing and visibility at the Graph Expo annual conference.
  • Print Services and Distribution Association (PSDA) – Donated ad space in Print Solutions magazine.
  • Printing Industry Association of Southern California – Development of an app to download our Myths and Facts brochure via mobile phone.
  • PrintMediaCentr – Ongoing promotion of Two Sides via social media channels and exposure to their huge network of professionals in the print world.
  • TAPPI – Marketing and communications support.

We believe that alliances like these help us fulfill our mission which is essential to all of us who use print and paper products every day, and the millions who work in the print and paper value chain.  Let us know if you want to join our growing team!

Phil Riebel
President, Two Sides North America, Inc.

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fsjpegWhen 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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bustPut 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.

ecgrThe 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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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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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

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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As little as 10 years ago, sustainable paper procurement policies were rare – crafted by a few forward-thinking companies that traditionally move ahead of the curve on sustainability issues and companies that were publicly engaged by environmental groups.  How times have changed!   Paper consumers, especially large commercial print and paper buyers, are now a driving force in the responsible production, use and disposal of printed media, using sustainable paper procurement policies not only as a tool to green their own supply chains, but also to advocate continuous environmental performance improvement throughout the paper life cycle.

In my experience helping companies develop sustainable paper procurement (SPP) policies, the toughest step is usually getting past the inevitable questions from senior management: “Why do we need an SPP policy and how much will it cost to implement it?”

The “why” is simple.  As global mega-companies like Walmart, Proctor & Gamble and Unilever drive sustainability deep into their supply chains, demonstrating a commitment to responsible sourcing, production, use and disposal is quickly evolving from an option to a requirement for doing business – including paper-related business.  The bottom line: do it now or get left behind.

A sustainable paper procurement policy spells out your company’s commitment and provides an effective way to concisely communicate it to your customers and other stakeholders.  It also provides a framework for delivering on that commitment, guiding your company toward continuous environmental performance improvement and encouraging your paper suppliers to take next steps in their own sustainability.  The ultimate result:  your company contributes not only to its own long-term success, but to real environmental progress!

The “how much” depends on your current practices and programs.  When estimating the cost of putting an SPP policy in place, companies are often surprised to find that they are already doing many of the things a policy will entail, like requiring that all their paper comes from legal sources, that they support third-party forest certification and use only paper that is certified or comes from non-controversial sources, and that their suppliers’ facilities have certified environmental management systems in place.   An SPP policy validates those initiatives already in place and helps focus them in a way that sheds light on opportunities for improvement.

With that said, SPP policies are designed to encourage continuous performance improvement across the paper life cycle, so long-term credibility requires setting some stretch goals.    Some companies include goals in their policy and revise them periodically as appropriate; others develop separate action plans.  Any additional financial commitment, of course, depends on how ambitious the goals are and the path a company chooses for achieving them.

To truly benefit the environment, SPP policies must be life cycle-driven, including common elements related to sustainable forest management and certification, resource conservation and environmental protection in the manufacturing process, energy conservation and greenhouse gas reduction, waste management, recycling and corporate social responsibility.  The specifics, however, can vary widely by company and depend on a variety of factors ranging from an organization’s overall sustainability strategy and supply chain to the grades of paper purchased and end uses.  Once a policy with supporting goals is in place, it’s also important to be transparent in reporting progress.

If your company is ready to develop and implement (or update) an SPP there are lots of resources to help you get started.   One of the best resources is the World Resources Institute’s Sustainable Procurement of Wood and Paper-based Products (Version 3).   Focused on the 10 Things You Should Know about the legal, environmental and social aspects of procurement, this detailed guide is designed specifically for companies that do not have in-house forest and forestry expertise.   For a shorter overview, check out Volume 1 of Sappi’s white paper series, Environmentally Responsible Paper Procurement Policies.

Top 10 things you should know about sustainable procurement of forest products (WRI and WBCSD)Finally, don’t be shy about taking advantage of others’ efforts.  Like any process, developing a sustainable paper procurement policy will be a learning experience.  Talk with people who’ve actually gone through the process and ask lots of questions. While no two companies or policies are exactly the same, hearing the experience of others may spark ideas you wouldn’t have otherwise considered and may help you avoid missteps that could come back to bite you.

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

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