Celebrating the appeal of paper & sustainability

Even in an increasingly digital world, paper continues to hold a unique place in our lives. As a natural medium for creativity and new ideas, it is renewable, recyclable, and highly performant. Yet many misconceptions about paper, print, and paper-based packaging still persist.

The facts speak for themselves:

• 35% of European consumers believe that paper and paper packaging are bad for the environment.
• Only 25% think that the paper recycling rate exceeds 60%, whereas it actually reaches 75%, the highest recycling rate of any material in Europe.

Let’s break down the myths about paper:

Myth: Digital is consumers’ preferred communication channel.
Reality: Consumers prefer paper, especially for important, long-lasting, or trust-based communications.

Myth: Forest areas in Europe are shrinking.
Reality: European forest areas are increasing every day by the equivalent of more than 1,500 football fields.

Myth: Planted forests are harmful to the environment.
Reality: Paper production actively contributes to sustainable forest management.

Myth: Paper is bad for the environment.
Reality: Paper is made from a renewable resource and is one of the most widely recycled materials.

Myth: Paper production generates high greenhouse gas emissions.
Reality: The paper industry largely relies on renewable energy, resulting in a low carbon footprint.

Myth: Paper production consumes excessive amounts of water.
Reality: While water is essential, the paper industry uses relatively limited quantities and continuously optimizes its water management.

Myth: Paper leads to waste.
Reality: Paper is a strong example of a circular economy, supported by very high collection and recycling rates.

Myth: Digital communication is more environmentally friendly than paper.
Reality: Digital communication creates growing environmental impacts, particularly related to energy consumption, data centers, and infrastructure.

Let's spread the world!