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two sides anti-green wash campaign


The Print Group Australia are proud members of Two Sides Australia whose mission is “to promote the responsible production and use of paper and print” and to “dispel common environmental misconceptions by providing users with verifiable information on why print and paper is an attractive, practical and sustainable communications medium”.(1)

A recently published article by Two Sides Australia in November 2018 offers an important message to organisations that make misleading, anti-print and paper messages in their customer communications (2).  Two Sides anti-greenwash campaign investigated 921 organisations worldwide with over two-thirds of these organisations to be found using unsubstantiated claims regarding paper’s impact on the environment. As a result of this campaign, 335 organisations either removed or changed their messaging.

The article continues with a statement from Kellie Northwood, Executive Director, Two Sides Australia and New Zealand - “We’re very pleased with our work over the past year in Australia and New Zealand. We have seen more and more companies acknowledging their misleading messaging and are taking the necessary precautions to ensure strong brand values align with the modern-day consumer.

It is important as an industry association that we lead the way in ensuring consumers are provided with full transparency behind companies ‘green’ claims while informing these companies to take this opportunity to meet smart and knowledge hungry consumers and enable them to make green choices.”(2)

It’s important that consumers look beyond the marketing messages about “going green” and understand the environmental aspects and impacts of both print and digital media, so they can make informed decisions. This may be difficult when common consumer misconceptions about print and paper are being reinforced by organisations with claims such as “Go Green – Go Paperless” and “Save a tree – choose e-billiing” are actually quite misleading. We discuss this further in our blog “going paperless – not as green as you think” and how the drive to digital is certainly not without environment impacts.

The Two-Sides Australia website is rich with information and statistics – it’s a fantastic resource to help bust the myths about paper and print. The full article can be viewed here.

1. https://twosides.org.au/introduction/

2. https://twosides.org.au/AUS/335-leading-corporations-remove-misleading-go-green-claims/