Greenwashing in the Printing Industry: Why It Matters & How We Can Do Better

At Clark Printing, sustainability isn’t a buzzword; it’s part of our promise to our clients and community. Yet, across the industry, an issue persists that quietly undermines our values and it's one I feel really strongly about, that’s greenwashing.

What is Greenwashing and Why It’s a Big Deal for Printers

“Greenwashing is the practice of making an unsubstantiated or misleading claim about the environmental benefits of a product, service, technology or company practice.” That’s how the global not-for-profit initiative Two Sides defines it, especially concerning paper and print. Over time, phrases like “Go Green Go Paperless” or “Help Save a Tree” have been used by many businesses to persuade people to switch to digital for purported environmental reasons. But often, the real motive is cost cutting not carbon cutting (Two Sides).

This is misleading not only to consumers, but also harmful to the printing industry and the communities we support.

The Hidden Cost of Misleading Messaging

Let the numbers speak:

• If left unchecked, greenwashing threatens £22.4 million annually in value to the UK’s paper, print, and mailing industry (Two Sides).
• In Europe, that’s a staggering €337 million per year in lost value (Two Sides).
• These messages also erode trust with customers: the 2025 Trend Tracker report found that 56% of European consumers believe environmental reasons given for digital shifts are misleading and primarily cost-drive and 76% want the right to choose how they receive communications (Two Sides).

This doesn’t just hurt economically it hurts people. The print and mailing sector supports hundreds of thousands of jobs across thousands of businesses.

Two Sides Is Stepping Up and Showing Real Results

Two Sides has taken real action to address the problem:

• Since launching its campaign, it has challenged over 3,000 organisations worldwide. More than 1,320 have removed or revised misleading statements such as “Go Paperless save a tree” (Two Sides).
• It’s not just about figures; it’s about integrity. Two Sides works with decision-makers from HSBC to HMRC to ensure communications are honest and evidence-based (Two Sides).
• Importantly, robust, real-world science is at the heart of the campaign. For example, managed forest growth is shown to be consistent and positive: European forests grow by an area equivalent to 1,500 football pitches every day (Two Sides).

Why This Matters to Clark Printing and to You

At Clark Printing, we’re proud of our local roots in Ayrshire and our commitment to responsible, transparent practices. Gone are the days when “paperless” automatically meant “better for the planet.” Today, clients want to make decisions grounded in fact not fear or misleading labels.

When you choose printed materials from flyers to booklets to packaging you’re tapping into a sustainable cycle. Paper is renewable, recyclable, and vital to the circular economy (Two Sides). And with responsible sourcing, its environmental footprint can be exceptional.

How We Can All Help Stop Greenwashing Together

1. Choose honest messaging. If digital isn’t demonstrably greener, say so clearly or better yet, offer real sustainability comparisons.
2. Educate your audience. Share facts. For example, remind them that forests can be growing not shrinking and that print can be part of sustainable supply chains.
3. Support accountability. If you spot misleading claims, report them to initiatives like Two Sides to help protect both consumers and our industry.
4. Highlight real wins. Instead of vague statements, showcase real credentials: recycled content, eco-certifications, energy-efficient presses, waste-reduction strategies.

A Better Way Forward

Greenwashing isn't just about words it’s about trust. As both a printer and a communicator, I believe we have a duty to be clear, factual, and transparent. The Two Sides initiative gives us a framework and evidence that we can use to build credibility and support sustainable printing.

If you want to chat further whether it’s about sustainable print strategies or how this impacts your business drop a message anytime. I’m always here with an ongoing commitment, not green slogans.