Consumers Want The Right To Choose How They Receive Their Communications. Latest Study Reveals.

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The Impact Of Greenwashing

Organisations should steer clear from claiming that digital communications are better for the environment than paper communications. This marketing practice is known as “greenwashing”, where broad statements of the environmental benefit of switching to digital communications from paper are not substantiated by competent and reliable scientific evidence.

Statements such as “Go Green, Go Paperless” are not just misleading but hugely damaging to an industry that employs in the UK alone, 116,000 people (1,096,000 EU), in more than 8,400 business (115,700 EU)” says Jonathan Tame, Managing Director of Two Sides Europe.

The research shows that half of consumers are not fooled by an organisation that wants them to switch from paper to digital communication based on environmental grounds. 52% of UK consumers (49% EU) know that this is down to cost saving.

Two Sides continues to actively challenge major organisations found to be misleading consumers by using environmental claims about the use of paper.

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