Around 70 per cent of leading companies across the world have removed inaccurate anti-paper claims, says Two Sides Australia following an annual meeting of Two Sides Country Managers in London.
Two Sides says the 70 per cent success rate is a result of the organisation’s ongoing efforts to rid greenwashing attempts by corporates, who have attempted to avoid print by erroneously claiming it is bad for the environment.
The list of converts includes major players in the financial telco and utilities sectors, which have agreed to modify their marketing messages to consider the social and environmental benefits of print and paper, as well as the life cycle of sustainable forests and paper products.
Executive director of Two Sides, Kellie Northwood says, “The common ‘go green and save trees’ claims are a form of greenwashing that is misleading consumers and must be corrected.
“The claims do not consider the renewability of paper, or the numerous social, environmental and economic benefits of well-managed Australian forests that have grown by 308,000 hectares over the last five years, which is the second highest gain of any country in the world.”
Two Sides argues it is false to associate paper with deforestation in Australia. Deforestation is defined by the UN Food and Agriculture Organisation as the conversion of forests to another land use or a permanent loss of forest cover.
However, in Australia 83.4 per cent of wood harvested comes from planted forests and only a small percentage of this is used for paper.
The global initiative is calling on companies to avoid greenwashing consumers by using marketing practices which meet guidelines set by the Australian Competition and Consumer Commission.
These guidelines state that environmental claims made by companies must be specific, verifiable and based on credible facts.
Northwood adds, “Our experience to date is that many companies do not realise the environmental credentials of paper. We challenge the ‘go paperless’ position and help educate corporations. Once informed, companies are really supportive.”
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