The Visual Media Association’s (VMA) environmental campaign, Two Sides, has challenged 3,000 organisations worldwide over their green-washing claims over paper and print, reporting that 1,320 have agreed to withdraw or amend unsubstantiated statements like “Go Green – Go Paperless” or “Help save a tree.”
Two Sides is a global anti-greenwashing campaign that continues to dismantle false environmental claims against paper-based communications through member reporting and education correspondence managed by the VMA.
VMA said in Australia and New Zealand, paper is produced from sustainably managed forests and boasts some of the highest recycling rates globally – 62 per cent and 67 per cent respectively.
Two Sides argues greenwashing claims are particularly misaligned with the facts. It said Australia’s paper sector has reduced greenhouse gas emissions per ton by more than 6 per cent over the past six years, all while increasing production.
The 2025 Two Sides Trend Tracker showed 68 per cent of Australians and 58 per cent of New Zealanders believe the real motivation is cost-cutting. A strong majority, 81 per cent in Australia and 83 per cent in New Zealand, report they should be able to choose how they receive bills and statements, whether by paper or digital.
“Claims that digital is always greener than paper are misleading and unfair,” VMA CEO and Two Sides A/NZ country manager Kellie Northwood said.
“Paper is a renewable, recyclable, carbon-storing and carries strong nature positive credentials. Our industry continues to innovate and invest in sustainable practices, and we play an important role in educating marketers and businesses across the environmental credentials of our channel.”
The greenwashing concerns raised move beyond billing. VMA said claims about alternative fibre-based packaging and tissue products often lack scientific backing, misleading consumers while undervaluing responsibly made paper from certified sources.
“Consumers in our region understand that print and paper are sustainable, practical, and in many cases preferred,” Northwood said.
“Organisations pushing digital-only services under the guise of being environmental need to be transparent and rethink misleading messaging.”
VMA and Two Sides argue that unchecked, greenwashing erodes public trust and undermines sectors that support thousands of local jobs urging organisations to remove unfounded claims and commit to honest, evidence-based environmental messaging.
“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,” Northwood added.
To report greenwashing in Australia or New Zealand, email hello@visualmediaassociation.org.au, and include a photo of the greenwashing.
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