As a consumer, do you know what causes deforestation?
The Two Sides Trend Tracker survey reports on consumer attitudes toward print, paper, paper-based packaging and tissue products, revealing both challenges and opportunities for the print and paper industry.
As printers, we hear all the myths surrounding the print and paper industry. Many of these are rooted in historical misconceptions about paper’s impact on forests. It is important to raise awareness of the sustainability of paper, and bring some facts to the fore!
The Two Sides recent consumer research highlights a significant gap between perception and reality. When asked which industries or activites have the greatest impact on forests, only 41% of respondents correctly identified that agriculture (including farming and cattle raising) is the leading contributor and primary cause of deforestation. Contrast that with 60% of European consumers believing urban development as posing the greatest threat, an increase from 55% in both 2021 and 2023. 58% believe palm oil plantations (up from 52% in 2023), 54% think construction and timber (up from 52% in 2023), 52% believe energy and wood fuel (slightly down from 54%), and 46% deem the paper and pulp industry is the most significant contributor - up from 42% in 2023.
The reality is that the primary driver of deforestation is agricultural expansion, especially in tropical and sub-tropical regions. European forests, where most of the raw material for paper and paper-based packaging originates, are growing with net forest area increasing by the equivalent of approximately 1,500 football pitches per day.
“Whilst it’s good to see that consumers view the pulp and paper industry less damaging than other industries on forests, the survey results show just how little consumers really understand when it comes to deforestation,” says Jonathan Tame, Managing Director of Two Sides Europe.
Find out more about the 2025 Trend Tracker Survey and read the full press release here!
