Two Sides North America launches its Love Paper campaign

Print Industry News

Two Sides North America, an independent non-profit organization that promotes the sustainability of print and paper products, has announced the launch of Love Paper. The new campaign is designed to raise consumer awareness of the unique and inherently sustainable characteristics of print, paper and paper-based packaging. The centerpiece of the campaign is a consumer-friendly website ( where the click of a mouse reveals surprising facts about how print and paper products contribute to a sustainable future for all of us. The website and advertisements feature sustainability facts about print and paper products related to forestry, recycling and renewable energy use in Canada and the United States.

Phil Riebel.

“As consumers become increasingly concerned about the environmental impacts of the publications they read, as well as the products they buy and the packaging those products come in, they need factual, science-based information to make informed purchasing decisions,” said Two Sides North America President Phil Riebel. “But all too often, they have little more than unsubstantiated marketing claims like ‘go green, go paperless’ or ‘going paperless saves trees’ to guide them. We created the Love Paper campaign to make it easy for anyone to get verifiable facts about the sustainability of print and paper products from a wide variety of trusted sources.”

Publisher support. A key element of the Love Paper campaign is a series of print ads (below) that promote the sustainability of print and paper. The ads, which focus on the sustainable forestry, recycling and renewable energy advantages of paper, are available to newspaper and magazine publishers free of charge. Editor & Publisher (E&P) magazine, the authoritative journal covering all aspects of the newspaper industry, is among the ad campaign’s most enthusiastic supporters.


Mike Blinder.

“The newspaper industry and our suppliers are very focused on environmental sustainability, so supporting the Love Paper campaign is a natural fit for us,” said E&P Publisher Mike Blinder. “We especially like the ‘Paper Revolution’ ad on recycling because newspaper recycling is such a big part of the American recycling success story. Nearly 70% of old newspapers are recycled into new newsprint, boxboard and other products. The Love Paper ads help us share this great story with our readers.” The full-colour ads are available in full-page, half-page (horizontal and vertical) and quarter-page sizes. Publishers interested in running the ads can go to the “For Publishers” page on the website or email Two Sides North America at

Consumers underestimate the sustainability of print and paper products. By their very nature, print and paper products are an important part of a circular economy where resources are used as productively and efficiently as possible. They’re made with renewable raw materials, are recyclable, and in North America are manufactured using mostly renewable, carbon-neutral energy – making them an environmentally sound choice for reading materials, communications and packaging solutions. Yet, many North American consumers significantly underestimate how sustainable print and paper products truly are. For example, a 2019 survey commissioned by Two Sides found that 58% of consumers believe U.S. forests are shrinking. In fact, the U.N. Food and Agriculture Organization estimates that these forests, which supply the fresh wood fibre used by the U.S. pulp and paper industry, grew by a net area equivalent to more than 1,600 NFL football fields per day between 1990 and 2015. In Canada, only 21% of consumers think the recycling rate for paper and paper-based packaging exceeds 60%. In reality, the Canadian recycling rate is among the highest in the world at 70%, according to the Forest Products Association of Canada.

“Our surveys also show that 68% of U.S. consumers believe print is the most enjoyable way to read books, and 65% prefer reading printed magazines, with Canadian consumer preferences closely matching those of Americans,” Riebel added. “On the packaging side, our data also show that more than half of U.S. consumers surveyed are actively taking steps to reduce their use of plastic packaging, as evidence of harm caused by plastic litter in the oceans continues to grow. The Love Paper campaign provides credible, fact-based information on why print and paper products are an environmentally responsible choice.”

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