Survey Shows Some Positive Consumer Trends in Favor of Print

A multi-country survey on "The Attractiveness and Sustainability of Print and Paper" was conducted in June 2016 by global polling firm Toluna Inc. and showed some positive results on how people perceive and use print and paper.(1) The U.S. portion of this survey included 2,323 consumers who provided insight into how Americans view the environmental impacts of digital versus paper-based communications, and on corporate initiatives forcing people into digital-only communication by eliminating paper-based options.(2)

In general, there was a preference for print on paper across all age groups, likely indicating a more fundamental and more human way that people react to the physicality of print on paper. Many prefer paper-based communications to digital options for a variety of reasons including ease of reading, as a reminder to take action, and a lack of internet access. These findings may also be partially explained by neuroscientific studies which have shown that our brains have a much more emotional and meaningful connection when we read on paper versus screens.(3)

The large majority of respondents (over 90%) recognized that paper-based communications can be a sustainable way to communicate when produced and used responsibly. But concerns about environmental impacts still persist and could be addressed by more education on the North American industry’s progress and performance in the areas of sustainable forestry and recycling.

Overall, younger age groups (18 to 24 years old) had the lowest level of awareness on the state of recycling and forestry, and also showed a stronger acceptance of digital media than older age groups.

When compared to results from previous surveys done in 2011 and 2013(4,5) , the following positive trends emerged related to the overall environmental acceptance and understanding of print and paper.

• Roughly three times more respondents reported seeing ads related to the effectiveness and sustainability of print and paper (35% in 2016 vs 12% in 2013), and the large majority rated the ads as credible and useful. This may be an indication that consumer campaigns such as Paper and Packaging Board - How Life Unfolds are starting to reach more and more people.

• 19% more respondents agreed that print and paper can be a sustainable way to communicate (91% in 2016 vs 72% in 2013).
• 11% more respondents agreed that paper is based on a renewable resource (76% in 2016 vs 65% in 2011).
• Roughly double the respondents believed that U.S. forests have either stayed the same or increased in size (16% in 2011 vs 30% in 2016). The correct answer is “increased in size”.
• Twice as many respondents believed (correctly) that paper products have the highest recycling rate in the United States when compared to other materials such as glass, plastic and metals (8% in 2016 vs 4% in 2011).

It was really encouraging to see improvements in several areas over the last five years.

[1] Two Sides North America, 2016. http://www.twosidesna.org/US/The-majority-of-US.-consumers-value-paper-and--disagree-with-digital-only-communications

[2] Two Sides North America, 2016. http://www.twosidesna.org/US/The-majority-of-US.-consumers-value-paper-and--disagree-with-digital-only-communications

[3] http://www.twosidesna.org/US/Neuroscience-Shows-Benefits-of-Paper ; http://www.twosidesna.org/US/Studies-Show-Consumers-Embrace-Information-on-Paper-with-Greater-Effect-than-Digital

[4] Two Sides North America, 2012. http://www.twosidesna.org/Research-Shows-Americans-Still-Prefer-Print-and-Paper-Communications-but-Misconceptions-about-Environmental-Sustainability-Remain

[5] Two Sides North America, 2013. http://www.twosidesna.org/US/Most-US-Consumers-Want-the-Option-to-Receive-Paper-Bills-and-Statements

[6] Paper and Packaging Board, 2016. http://www.howlifeunfolds.com