The Two Sides campaign is making global headway against misleading environmental messaging, with more than 1300 companies agreeing to withdraw or amend false claims related to paper, print and packaging.
The Two Sides initiative – a global campaign locally managed by the VMA – has challenged over 3000 organisations on claims such as “Go Green – Go Paperless” and “Help save a tree.” In response, 1320 businesses have revised their communications.
In Australia and New Zealand, paper is sourced from sustainably managed forests and achieves high recycling rates – 62% in Australia and 67% in New Zealand. According to the VMA, the environmental facts often stand in stark contrast to greenwashing narratives. The paper sector in Australia, for example, has cut greenhouse gas emissions per tonne by more than 6% over six years while increasing output.
“Claims that digital is always greener than paper are misleading and unfair,” said Kellie Northwood, CEO of the VMA and Country Manager for Two Sides ANZ. “Paper is a renewable, recyclable, carbon-storing material and carries strong nature-positive credentials.”
Greenwashing in packaging and tissue product marketing is also under scrutiny. Two Sides warns that some claims about alternative fibres are not backed by science and may distract from the value of certified, responsibly made paper products.
The organisation cites consumer sentiment as a further reason for concern. The 2025 Two Sides Trend Tracker shows 68% of Australians and 58% of New Zealanders believe the push for digital-only communications is driven more by cost than environmental concern. Additionally, over 80% in both countries say they should be able to choose between paper and digital formats.
“Consumers in our region understand that print and paper are sustainable, practical, and in many cases preferred,” said Northwood. “Organisations pushing digital-only services under the guise of being environmental need to be transparent and rethink misleading messaging.”
Australia’s forests – covering 17% of the country and storing an estimated 10.5 billion tonnes of carbon – are presented by the VMA as evidence of the sector’s carbon sequestration value.
Northwood added, “We invite members and industry to help us identify examples of greenwashing. We can then reach out and provide the science-backed evidence. Together, we can defend the sustainability of print and protect consumer choice.”
To report greenwashing, contact hello@visualmediaassociation.org.au with a photo or documentation.
