Two Sides Trend Tracker Explores Consumer Perceptions of Print
Credit: Two Sides
As environmental awareness continues to shape consumer behavior, the NEW Two Sides' 2025 Trend Tracker survey reveals encouraging progress in consumer perceptions of print, paper, and paper-based packaging. Now available for the United States and Canadian markets, the survey points to increasing awareness of sustainability facts – and the essential role of paper in a circular economy.
Commissioned by Two Sides and conducted by the independent research company Toluna, the study collected consumer data online in January 2025. The biennial survey captures evolving perceptions across a wide range of environmental and communication topics. The 2025 research includes national representative insights from 12,400 consumers from the United States, Canada, Europe, as well as Argentina, Australia, Brazil, New Zealand and South Africa.
The report focuses on several key areas:
- Environmental Perceptions of Paper
- Preferences for Printed Materials
- Packaging Preferences
- Consumer Perceptions of Tissue Products
The survey results deliver details on how consumers feel about the sustainability of paper and paper-based packaging, as well as preferences and attitudes about how they consume, use and dispose of products. Both the U.S. and Canadian results are broken out by country, age and other demographics.
Two Sides’ goal is to shift perceptions and strengthen the sustainability message of print and paper. While consumer perceptions are improving, 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,” states Jules Van Sant, Executive Director of Two Sides North America. “But we’re seeing a shift as consumers are becoming more aware of the facts.”
The 2025 Trend Tracker shows encouraging progress in how consumers view paper-based products, but also highlights areas where understanding still falls short.
As consumer awareness of environmental issues continues to grow, the path forward for the print, paper, and packaging industry lies in delivering clear, fact-based communication, addressing misleading digital-only narratives, and building upon a clear preference for innovative paper products for communication and packaging.
“The industry’s high recycling record and dedication to sustainable production are an unmatched story. Yet there is a continuing disconnect between the industry’s good work and consumer perceptions,” continues Van Sant. “Constant attention is needed to ensure that consumers are provided with all the information to build their understanding and preference for paper.”
Two Sides and Love Paper remain essential to this mission – helping to inform, inspire, and advocate for a future where sustainable choices are backed by transparency, trust, and meaningful data.
An executive summary sets out the key findings for the US and Canada. To request the full, detailed PDF report, which provides data broken down by age and other demographics, please visit: twosidesna.org/trend-tracker-2025
The preceding press release was provided by a company unaffiliated with Printing Impressions. The views expressed within may not directly reflect the thoughts or opinions of the staff of Printing Impressions.
