The anti-greenwash campaign aims to tackle the myth surrounding the use of paper and cardboard, and how inaccurate statements such as ‘we are going paperless to protect the environment’ and offer customers electronic billing as an alternative.

Antalis, which agrees with this campaign, has noted that as businesses are under increasing pressure to be viewed as green, or environmentally friendly, it is pushing the industry to educate its customers on how digital is not always the best choice. Antalis also urges the rest of the industry to educate others on the sustainable use of paper, to dispel the myth that digital is more environmentally friendly.

James Jarvis, channel director print, explains: “It is easy to see why people may assume that sending a quick email rather than, say, a letter in the post, may be more environmentally friendly because there is no material requirement. However, the reality is that this is an incredibly complex topic area, and the case for digital and paper mediums cannot be rationalised without looking at the full lifetime costs.

“Many customers may be shocked to know, for example, that displaying a page for three minutes on a screen consumes more energy than producing a printed version of that page—or that sending 20 emails a day over one year emits as much as CO2 as driving 10000km by car.

“It is also important to point out that paper is one of the few products which is completely sustainable and that the paper industry is actually one of the biggest users of renewable energy.”

Two Sides states that the wood, which is used for the pulp to make paper, is grown in carefully controlled ways. This has been so successful that the forests in Europe have grown by an area the size of Switzerland in the last ten years.

Jarvis adds: “As the sustainability issue continues to gain pace, the recommendation is for printers to take the time to provide customers with a clear overview of the business case for paper and digital options so that they can make a clear, informed decision.

“It is also important that they have environmentally friendly options readily available with their paper stock. Here, the good news is that today’s greener paper options have improved tremendously, meaning customers won’t have to compromise on quality, performance, appearance of whiteness—offering the perfect solution for those seeking to stay one step ahead of the green curve.

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