Greenwashing and the “Go Paperless” Myth

Sustainability has become an important factor for purchasing decisions. Businesses across industries have responded by highlighting the environmental benefits of products and services. But not all environmental claims tell the full story.

In some cases, sustainability messaging crosses into greenwashing: the practice of making misleading claims to appear more environmentally responsible. For buyers who prioritize sustainability, it’s important to evaluate claims and ensure they are accurate and supported by credible information.  

Greenwashing for Paper Use

Greenwashing often appears in the messaging companies use when encouraging customers to switch from paper to digital communications.

You can spot it when companies use vague or exaggerated claims about environmental benefits. Statements like “switch to paperless billing and help save trees” or “Reduce your carbon footprint by going digital” can be misleading if they aren’t backed by clear data or context.

While these claims may sound environmentally responsible, they can oversimplify a much more complex environmental picture. Environmental marketing standards advise companies to avoid broad environmental claims unless they can be clearly substantiated.  

The Reality Behind Paper and Sustainability

The assumption that eliminating paper benefits the environment is a common misconception. Organizations like Two Sides North America, a non-profit initiative promoting sustainable attributes of print, paper, and paper-based packaging, have been working to address these misunderstandings through their Anti-Greenwashing Campaign.

In North America, trees used for paper production are typically grown, harvested and replanted as part of sustainably managed forests. By providing a dependable market for responsibly grown trees, manufacturers like Boise Paper encourage landowners to manage their forestland, rather than sell it for development or agriculture. In fact, the net total of U.S. forest area has increased since the government started the Forest Census in the 1950s, with millions more acres of forest today than we had a generation ago.

Paper is also one of the most recycled materials in the United States. High recovery rates mean that paper products often continue to be used as raw material in new products, such as Boise ASPEN recycled paper. At the same time, digital communications also carry an environmental footprint. Data centers, network infrastructure, and electronic devices all require energy and resources to operate.

This doesn’t mean one option is inherently better in every situation. Instead, it highlights why simple claims that paperless communication is universally greener can be misleading without context. The Two Sides Anti-Greenwash Campaign seeks to address this by encouraging companies to ensure environmental messaging is accurate and evidence-based.

The Impact of Misleading Claims

Environmental messaging has a real influence on consumer behavior. Two Sides North America found that 65% of Americans who saw anti-paper environmental claims said the messaging influenced them to switch to paperless communications. In many cases, organizations promote digital communications because they improve operational efficiency or reduce costs. However, environmental claims are often used as the primary justification. When those claims are vague or unsupported, they risk misleading consumers who are trying to make responsible choices.   

By raising awareness around greenwashing and promoting transparency, initiatives like the Two Sides Anti-Greenwashing Campaign help support more informed and balanced conversations about sustainability.

Because when it comes to sustainability, informed decisions start with transparent information.

Learn more about how paper helps sustain forests with this video.

Sources:

https://twosidesna.org/anti-greenwash-campaign/

https://twosidesna.org/resources/tsna/Greenwash-Fact-Sheet.pdf

https://www.youtube.com/watch?v=BOO4JNVgHWo&feature=youtu.be