Two Sides European Campaign Update: 2025 Results

Two Sides are pleased to announce the release of the 2025 European Results Campaign Update

Welcome to the European Campaign Update, to inform our valued members and stakeholders of our activities and achievements across the Two Sides, Love Paper and Anti-Greenwash campaigns.

2025 has been an active year. We launched a new annual initiative, Love Paper Week, for the industry to collectively champion the sustainability of paper to brands, businesses and consumers. Many of our members and industry supporters used the materials and messages produced. With this success we’re excited for Love Paper Week’s return in 2026, running from the 2^nd – 6^th February and urge the industry to get involved.

In June we published the 2025 Trend Tracker research, understanding changing consumer perceptions on reading habits, packaging preferences and attitudes towards tissue products. Encouragingly, we’ve seen modest improvements in understanding, but the survey also highlights some persistent misconceptions that the industry must continue to address. More on page 3.

Across Europe, greenwashing remains widespread, with companies continuing to make misleading statements that digital communications are inherently more environmentally friendly than print, or that paper packaging harms forests and inevitably ends up in landfill. Slogans such as “Go green, go paperless” oversimplify complex environmental realities and cause significant harm to the print, paper and packaging industries. Two Sides engages businesses, brands and organisations to challenge these misconceptions, to remove and stop misleading messages about print, paper and paper-based packaging.

We continue to work hard in telling the great environmental story of print, paper and paper-based packaging. You’ll find more details about our results and activity from 2025 by downloading the Campaign update below.