New Zealand Forests Gain International Visibility

As banks, utilities, telecom companies and government agencies face mounting economic uncertainties, many of these services providers are looking to cut costs by encouraging their customers to switch from paper to digital communications. But all too often, these cost-cutting appeals are cloaked in unsubstantiated and misleading environmental marketing claims that suggest going paperless is “green,” “saves trees” or “is better for the environment.” “These greenwashing claims not only fail to comply with established environmental marketing standards, but they also damage consumer perceptions of paper’s environmental sustainability,” says Two Sides North America President Kathi Rowzie. “And that’s a threat to the economic security of millions of people in the United States and Canada whose livelihoods depend on the paper, print and mailing sector.” North America’s leading corporations and other service providers influence millions of consumers every day with their anti-paper greenwashing claims, leading many to believe that the use of paper is destroying forests and is bad for the environment. For example, a 2021 Two Sides survey of U.S. consumers showed that 60% believe that U.S. forests are shrinking, when in fact, U.S. net forest area increased by 18 million acres over the past 30 years – the equivalent of 1,200 NFL football fields every day – according to the U.N. Food and Agriculture Organization (FAO) Global Forest Resources Assessment. The UN FAO reports that Canada’s net forest area remained stable at around 857 million acres during the same period.

In British Columbia specifically, the wildfires of 2017 and 2018 rendered unusable a lot of high-value wood that would have been used to build homes and furniture. While the wood wasn’t destroyed, it was no longer considered suitable for high-quality purposes. Now, however, it’s perfect for use as biofuel. Under the mill’s partnership with FESBC, announced in January, those types of low-value wood – in addition to branches and treetops that were previously discarded into slash piles and burned at logging sites – will instead be chipped and transported to the mill for use generating renewable power. “We are very pleased to play a role in this project that allows us to access otherwise unused fiber from the forest, and use it to generate green electricity,” Kamloops Mill Manager Jean-Claude Allaire said.

Economic pressures continue to drive many cases of greenwashing, with numerous organizations that have previously relied on paper for communication shifting their customers from traditional paper-based services to digital platforms to cut costs. This transition is often accompanied by misleading and unsubstantiated environmental marketing claims like “Go Green – Go Paperless” or “Choose e-billing and help save a tree,” – but this is misleading and greenwashing. Globally, Two Sides has engaged over 2,800 organizations making misleading claims about paper. In North America alone, nearly 200 companies, from large Fortune 500 companies to small local utilities, have removed or changed these statements. Consumer preferences are being ignored in the push for digital communications. Data from the 2023 Two Sides Trend Tracker report revealed that 81% of U.S. consumers believe they should have the option to choose and do not want to be forced over to digital communications.