As environmental awareness continues to shape consumer behaviour, NEW Two Sides research, the 2025 Trend Tracker survey, reveals encouraging progress in consumer perceptions of print, paper, and paper based packaging. Conducted across key European markets, the survey points to increasing awareness of sustainability facts - and the essential role of paper in a circular economy.



Despite persistent misconceptions, a growing number of consumers understand the facts about Europe’s forests and the environmental credentials of paper. The belief that European forests are shrinking, while still held by a majority, has reduced from 60% in 2023 to 56% this year. Meanwhile, those correctly recognising that Europe's forests are in fact growing has edged up to 16%, from 15% in 2023 - a small but significant sign that education and transparency are making a difference.

“The fact is that European forests have been growing by an area equivalent to the size of Switzerland (between 2005 – 2020),” says Jonathan Tame, Managing Director of Two Sides Europe. “It’s heartening to see progress, but the myth that our forests are in decline remains deeply rooted. Our goal is to continue educating consumers about the renewable nature of paper and the responsible forest management that supports it.”

The survey also showed a rise in awareness of Europe’s strong paper recycling performance. One in four consumers (25%) now correctly understand that more than 60% of paper is recycled in Europe - up from just 18% in 2023. In reality, the recycling rate has consistently exceeded 70% in Europe, making paper one of the most recycled materials in our everyday lives.

68% of consumers say they understand what can be placed in the recycling bin - an encouraging sign of increasing confidence and clarity around household recycling practices. “Recycling is vital in the sustainability chain,” says Tame. “The fact that more consumers are engaging with it, and better understanding it, bodes well for the future of sustainable consumption.”

However, the survey also showed that 64% of consumers think only recycled paper should be used - a slight decline from 67% in 2023. While recycling is a cornerstone of sustainability, the paper lifecycle depends on a healthy balance between recycled and fresh fibre. Paper cannot be recycled indefinitely; new fibre from sustainably managed forests is essential to maintaining the quality and strength of paper products.

This nuanced understanding is where education remains key. “There’s still work to do in communicating the sustainable story of paper - from renewable forestry and responsible sourcing, to efficient production and high recycling rates,” adds Tame. “But we’re seeing a shift as consumers are becoming more aware of the facts.”

As public concern around climate change, plastic pollution, and finite resources continues to grow, paper based materials offer a natural, renewable, and recyclable alternative. From printed communications and paper packaging to everyday hygiene products, paper plays an essential role in sustainable lifestyles.

Initiatives like the Love Paper campaign, developed by Two Sides, is helping to drive this message home - promoting the many environmental and practical benefits of paper to consumers through media, partnerships, and educational content.
“The results of this survey show that while consumer understanding is improving, these myths still exist,” concludes Tame. “With continued collaboration across industry, government, and consumers, the paper sector can turn the page on misinformation and help build a more informed, sustainable future.”