Paper360 - May/June 2017 - 42

the bottom line | USER STUDY

Global Study: Most People
Highly Value Paper and Print
Recently commissioned by Two Sides, this consumer survey
reports global attitudes toward paper and print, as well as toward
corporate environmental claims.
PHIL RIEBEL, ET. AL.

For the paper and print industries,
global markets and consumer preferences
remain widely diverse and difficult to predict-yet there is at least one major source
of agreement: Around the world, people like
and want print on paper. This is a central
finding of a study gauging attitudes toward
the use, attractiveness, and environmental
sustainability of print and paper. The study
was commissioned by Two Sides, a nonprofit
association working to promote the responsible production and use of print and paper.
(See sidebar for additional resources.)
To support its initiatives, Two Sides
commissioned Toluna Inc. to conduct a
10-country survey in June, 2016 on The
Attractiveness and Sustainability of Print
and Paper. More than 7,000 consumers
were surveyed globally to provide insight
into opinions on the environmental impacts
of digital versus paper-based communications, and views on corporate initiatives forcing people into digital-only communication
by eliminating paper-based options.1,2,3,4,5,6
Survey data was split by five different age
groups, from the age of 18 to 55 and over.

Fig. 1

42

Individuals working in the paper, printing, or allied industries were excluded from
the survey.
A SUSTAINABLE WAY
TO COMMUNICATE
Survey results showed that 88-91 percent
of respondents agreed that, when responsibly
produced, used and recycled, print and paper
can be a sustainable way to communicate (see
Fig. 1.) Likewise, 85-89 percent agreed that,
when forests are responsibly managed, it is
environmentally acceptable to use trees to
produce products such as wood for construction and paper for printing.
These results were very similar across the
countries and regions surveyed, suggesting
that print and paper products are trusted

as long as people believe they are manufactured and used responsibly. In other words,
recycling and the use of sustainable forestry
practices are likely important factors.
In general, people recognize the positive
environmental attributes of paper, with
94-97 percent agreeing that recyclability is an
important characteristic of environmentally
responsible products. Likewise, 61-76 percent
agreed that paper is based on a renewable
resource, and 86-94 percent agreed that new
forest plantations are necessary to counteract
global warming.
In the US and Europe, there is an opportunity to educate the public about sustainable forestry and the state of forests. Despite
the fact that in both the US and Europe forest area has grown in volume in the past
50 to 60 years7,8, 74-76 percent of respondents believed that forests have stayed the
same or decreased in size. Only 5-11 percent
responded that they have increased in size.
Concerns about forestry persist in all five
countries or regions surveyed, with 73-78 percent of respondents being concerned about the
effect on forests by the production of paper.

Fig. 2

Paper360º

MAY/JUNE 2017

www.tappi.org


http://www.tappi.org

Table of Contents for the Digital Edition of Paper360 - May/June 2017

Setpoint
Over the Wire
Leadership for a Changing Industry
An Ode to Small
The Graying of the Paper Industry
Suppliers Reach Out to Mill Leaders
Making a Difference: 2017 TAPPI/PIMA Awards
RISI’s Asian CEO of the Year
TAPPISAFE Offers Solid Benefits for Mills, Contractors
Reinventing Varkaus
Failure Isn’t Just an Option—It’s Unavoidable
Blower Technology Proves Its Worth
TAPPI Journal Summaries
Global Study: Most People Highly Value Paper and Print
The Changing World of OCC
TAPPI News
ASPI News
Index of Advertisers
Paper360 - May/June 2017 - intro
Paper360 - May/June 2017 - ebelly1
Paper360 - May/June 2017 - ebelly2
Paper360 - May/June 2017 - cover1
Paper360 - May/June 2017 - cover2
Paper360 - May/June 2017 - 3
Paper360 - May/June 2017 - 4
Paper360 - May/June 2017 - 5
Paper360 - May/June 2017 - Setpoint
Paper360 - May/June 2017 - 7
Paper360 - May/June 2017 - Over the Wire
Paper360 - May/June 2017 - 9
Paper360 - May/June 2017 - 10
Paper360 - May/June 2017 - 11
Paper360 - May/June 2017 - An Ode to Small
Paper360 - May/June 2017 - 13
Paper360 - May/June 2017 - 14
Paper360 - May/June 2017 - 15
Paper360 - May/June 2017 - The Graying of the Paper Industry
Paper360 - May/June 2017 - 17
Paper360 - May/June 2017 - Suppliers Reach Out to Mill Leaders
Paper360 - May/June 2017 - 19
Paper360 - May/June 2017 - Making a Difference: 2017 TAPPI/PIMA Awards
Paper360 - May/June 2017 - 21
Paper360 - May/June 2017 - 22
Paper360 - May/June 2017 - 23
Paper360 - May/June 2017 - 24
Paper360 - May/June 2017 - 25
Paper360 - May/June 2017 - 26
Paper360 - May/June 2017 - 27
Paper360 - May/June 2017 - RISI’s Asian CEO of the Year
Paper360 - May/June 2017 - 29
Paper360 - May/June 2017 - 30
Paper360 - May/June 2017 - 31
Paper360 - May/June 2017 - TAPPISAFE Offers Solid Benefits for Mills, Contractors
Paper360 - May/June 2017 - 33
Paper360 - May/June 2017 - Reinventing Varkaus
Paper360 - May/June 2017 - 35
Paper360 - May/June 2017 - Failure Isn’t Just an Option—It’s Unavoidable
Paper360 - May/June 2017 - 37
Paper360 - May/June 2017 - Blower Technology Proves Its Worth
Paper360 - May/June 2017 - 39
Paper360 - May/June 2017 - TAPPI Journal Summaries
Paper360 - May/June 2017 - 41
Paper360 - May/June 2017 - Global Study: Most People Highly Value Paper and Print
Paper360 - May/June 2017 - 43
Paper360 - May/June 2017 - 44
Paper360 - May/June 2017 - 45
Paper360 - May/June 2017 - The Changing World of OCC
Paper360 - May/June 2017 - 47
Paper360 - May/June 2017 - TAPPI News
Paper360 - May/June 2017 - ASPI News
Paper360 - May/June 2017 - Index of Advertisers
Paper360 - May/June 2017 - cover3
Paper360 - May/June 2017 - cover4
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