Printing lobby group Two Sides has claimed a 70 percent success rate in its campaign against 'greenwashing', following its annual meeting in London.
The organisation has so far investigated almost 500 companies and found that 63 percent were using 'greenwashing' - misleading claims of eco-friendliness - in their marketing materials, at the expense of printing and paper products.
Two Sides particularly targeted messaging that labelled paperless and electronic communication as 'saving trees', which the group says is a cost-cutting measure disguised as environmental responsibility.
“The common ‘go green and save trees’ claims are a form of greenwashing that is misleading consumers and must be corrected,” said Kellie Northwood, Executive Director of Two Sides. “The claims don’t consider the renewability of paper, or the numerous social, environmental, and economic benefits of well-managed Australian forests that have grown by 308,000 hectares over the last five years, which is the second highest gain of any country in the world.”
Of the companies targeted by Two Sides, 70 percent - including more than 70 Australian companies - have voluntarily changed their messaging surrounding paper products, which the group hailed as a success. "We intend to carry on this important work, which, if left unchallenged, would leave millions of consumers believing that the use of paper is environmentally unfriendly. The reality is that paper is produced by a highly responsible industry which manages forests for the benefit of future generations," said Two Sides country managers in a joint statement.
According to figures provided by Two Sides, 83.4 percent of wood used in Australia is harvested from planted forests, of which 76 percent are privately owned. Paper is the most recycled commodity in Australia, with an 87 percent commodity rate; more than half of all fibre used to make paper in Australia is from recycled material.
“Our experience to date is that many companies don’t realise the environmental credentials of paper. We challenge the ‘go paperless’ position and help educate corporations. Once informed, companies are really supportive,” Northwood said.