A global anti-greenwashing campaign, managed by the Visual Media Association (VMA), has persuaded over 1300 organisations to withdraw or amend misleading environmental claims about paper and print.
The campaign, Two Sides, has contacted more than 3000 businesses worldwide, challenging unsubstantiated messages such as “Go Green – Go Paperless” or “Help save a tree.” As a result, 1320 companies have changed their messaging.
In Australia and New Zealand, where paper is sourced from sustainably managed forests and boasts some of the world’s highest recycling rates – 62% and 67% respectively – such greenwashing claims are misaligned with environmental facts. The local paper sector has also reduced greenhouse gas emissions per tonne by more than 6% in the past six years, despite rising production.
“Claims that digital is always greener than paper are misleading and unfair,” said Kellie Northwood, Chief Executive Officer of the Visual Media Association and Country Manager for Two Sides ANZ. “Paper is renewable, recyclable, carbon-storing and carries strong nature-positive credentials.”
The Two Sides 2025 Trend Tracker shows that 68% of Australians and 58% of New Zealanders believe the push for digital-only communication is driven by cost savings rather than sustainability. Moreover, 81% of Australians and 83% of New Zealanders said they want the right to choose how they receive communications.
The campaign also flags misleading claims in packaging and tissue product marketing, where unverified sustainability assertions may divert attention from responsibly made paper products.
Northwood said, “Our industry continues to innovate and invest in sustainable practices, and we play an important role in educating marketers and businesses across the environmental credentials of our channel.”
With forests in Australia covering 17% of the landmass and storing an estimated 10.5 billion tonnes of carbon, the VMA argues that responsible forest management plays a vital role in carbon sequestration and biodiversity.
“Consumers in our region understand that print and paper are sustainable, practical, and in many cases preferred,” said Northwood. “Organisations pushing digital-only services under the guise of being environmental need to be transparent and rethink misleading messaging.”
The VMA urges industry members to report greenwashing so that Two Sides can continue to challenge and correct inaccurate environmental messaging. Reports can be submitted to hello@visualmediaassociation.org.au.