What's Happening?
Two Sides North America (TSNA), an organization advocating for the sustainability of paper, print, and paper-based packaging, has successfully challenged greenwashing claims made by companies for over a decade. Since the inception of its anti-greenwashing
campaign, TSNA has contacted 422 companies in North America, leading 228 of them to alter or drop unsubstantiated anti-paper language. Globally, TSNA reports that over 1,500 companies have revised or retracted unsupported anti-paper environmental claims. The campaign targets slogans like 'Go Green, Go Paperless' used by banks, utility providers, insurance companies, and telecommunications firms, arguing that these claims often lack scientific scrutiny and primarily serve a company's financial interests rather than environmental protection. Jules Van Sant, TSNA's executive director, highlights that the 'digital is greener' argument frequently overlooks the environmental costs of digital alternatives, such as power consumption, emissions from data infrastructure, and e-waste. The organization emphasizes that environmental claims, whether for digital communications or packaging, should be based on credible evidence and data, not just catchy slogans.
Why It's Important?
This initiative is important because it addresses the growing issue of greenwashing, which can mislead consumers and undermine genuine efforts towards environmental sustainability. By challenging unsubstantiated environmental claims, TSNA helps ensure transparency and accuracy in corporate messaging, fostering greater consumer trust. The campaign also highlights the often-overlooked environmental impact of digital services, prompting a more holistic view of sustainability. For the North American paper and forest-products industry, which employs over a million workers directly and many more in related supply chains, this effort protects its reputation and economic viability. The industry relies on certified sustainable forestry, responsible production practices, and robust recycling infrastructure. Unchecked 'save a tree' slogans can erode public confidence in paper as a renewable material and unfairly penalize companies that have invested in sustainable practices. Consumer research cited by TSNA indicates that greenwashing claims can significantly influence consumer behavior, with a 2022 survey showing that 65% of U.S. respondents exposed to such claims were pushed towards digital communications over paper.
What's Next?
The increased scrutiny on environmental marketing claims, both in the U.S. and Canada, suggests a future where companies will face stricter requirements for substantiating their green assertions. Canada's updated Competition Act, effective June 2024, imposes stiffer penalties for unverified environmental claims, requiring adequate and proper testing for product claims and internationally recognized methodologies for business activity claims. In the U.S., the Federal Trade Commission's (FTC) Green Guides already mandate that environmental claims be precise, evidence-based, and truthful, warning against vague terms like 'eco-friendly.' These regulatory developments will likely compel more companies to review and revise their environmental messaging to avoid legal repercussions and maintain consumer trust. TSNA will likely continue its campaign, encouraging companies to adopt honest and data-driven communication strategies. The organization also advocates for consumers' right to choose between print and electronic billing, as indicated by a 2025 survey where 78% of U.S. consumers and 83% of Canadian consumers expressed this preference.
Beyond the Headlines
Beyond the immediate impact on corporate messaging, TSNA's campaign touches upon deeper ethical and economic implications. The prevalence of greenwashing reflects a broader societal challenge where companies may prioritize marketing over genuine environmental stewardship. This can lead to a 'race to the bottom' in environmental claims, where the most appealing, rather than the most accurate, messages gain traction. The campaign also underscores the complexity of assessing environmental impact, as the 'digital is greener' narrative often simplifies a nuanced issue by ignoring the energy consumption, carbon footprint, and e-waste associated with digital infrastructure. By advocating for evidence-based claims, TSNA promotes a more informed public discourse on sustainability, encouraging consumers to critically evaluate environmental assertions. This shift could foster a market where companies are rewarded for verifiable sustainability efforts, driving innovation in truly eco-friendly practices across various industries, not just paper and packaging.
