The world today is becoming much more eco-conscious, where sustainability credentials are more scrutinised than ever. It means that the paper and print industry still faces one of its biggest challenges — perception.

Recent research from Two Sides Europe reveals just how wide the gap is between public understanding and the realities of modern, sustainable paper production. Their 2025 Trend Tracker Survey, which explores European consumer attitudes towards paper, packaging, and environmental impact, paints a revealing picture.

The Deforestation Myth: Why We're Still Getting It Wrong

Let’s start with the big myth: that paper production is a major driver of deforestation.

According to the survey, 46% of European consumers believe the pulp and paper industry is one of the top contributors to forest loss — a number that’s risen from 42% in 2023. But here’s the kicker: it isn’t true.

The primary cause of deforestation is agriculture, including farming and cattle raising. Yet only 41% of respondents identified that correctly. Urban development, palm oil plantations, and construction were all ranked higher than paper in the public’s mind.

But here’s the reality: most of the paper used in Europe is made from wood sourced from sustainably managed forests, and those forests are growing. In fact, Europe’s forest area expands by the equivalent of 1,500 football pitches every single day.¹ ² Let that sink in.

“These misunderstandings make the work we do at Two Sides and Love Paper vital.” – Jonathan Tame, Managing Director, Two Sides Europe

Sustainable Sourcing: The Paper Industry’s Real Story

At Clyde, we know that paper is one of the most sustainable materials available, and it’s our responsibility as an industry to keep reminding the world of that. Wood fibre is natural, renewable, and, when managed responsibly, part of a thriving circular system.

The survey shows that:

• 66% of consumers want paper to come from sustainably managed forests
• 36% actively look for forestry certifications when making purchases

Read more about our paper certifications here. 

These are promising signs. But there’s still confusion - particularly around recycled paper. While 64% of consumers believe new paper should only come from recycled materials, this ignores a practical truth: paper can’t be recycled forever. Fibres degrade over time. To maintain the cycle, we need to replenish it with fresh, strong fibres from certified forests.

It’s not about virgin vs recycled — it’s about the balance that keeps the system healthy. David, Commercial Director at Clyde Paper & Print says:

“It’s not about choosing one or the other. It’s about balance. Responsible virgin fibre + smart recycling = a system that works long-term.”

Water Use and Waste: Setting the Record Straight

Another common concern is water usage. Half of consumers think paper manufacturing uses too much water. But the good news is that the industry has made major progress.

In 2022, 90% of the water used in European production was treated and returned to nature. The rest was either evaporated or embedded in the final product.² We’re not talking about wasteful excess here, we’re talking about carefully regulated, closed-loop systems designed for environmental responsibility.

Why It Matters to Us

We partner with brands, publishers, and organisations who care deeply about their impact. The decisions we all make, from the paper we choose to the certifications we trust, have ripple effects. And we believe that education is key.

So, when myths take root, it’s not enough to quietly do the right thing. We must speak up, share the facts, and reshape the narrative around print and paper.

Because here’s the truth:

• Paper is renewable
• Paper is recyclable (79% recycling rate in Europe, the highest of any material)
• Paper supports growing forests
• And when produced responsibly, paper is part of the solution, not the problem.

 

Let’s Keep the Conversation Going

At Clyde, we’re proud to work with clients who care about sustainability, not just for today’s perception, but for tomorrow’s reality. If you’re ready to explore responsibly sourced print and packaging solutions, let’s talk.

You can read more about the Two Sides Trend Tracker Survey here.