Paper and Print have a great environmental story to tell.

The environmental impact of paper is still not understood by the general public, according to a survey of media buyers conducted by the National Association of Paper Merchants (NAPM).

Of all respondents, 95% believed the public is poorly informed about paper's impact, while 60% indicated their preference for paper-based communications over digital alternatives. NAPM said: "Every day we are hit by new environmental claims about the detrimental effects of paper, which are clearly having an impact on us all in the communications industry. This survey has revealed the true extent of the misunderstanding".The survey found that 27% of respondents believe paper production is a major cause of deforestation, while 55% felt that recycled paper is better than virgin fibre grades.

NAPM added: "It reveals a lack of understanding of paper's environmental impact, and yet, with so many purchasing decisions taking the environment into consideration, we need to put the record straight".

Paper has been around for almost 2000 years, and during this time it has undoubtedly established itself as the most effective and versatile means of communication.

Even in today’s digital age with the availability of alternative media, paper’s unique practical and aesthetic qualities simply can’t be achieved by using electronic alternatives. That’s not to say that one is less suitable than the other. Both paper-based & electronic communication have a role to play and can compliment each other.

In recent years, however, paper has been the target of negative and often misinformed environmental criticism. Listening to some people, its benefits are outweighed by the mass of misleading environmental disadvantages; shrinking forests, excessive energy consumption, and overflowing landfill sites. So as far as the environment is concerned, paper appears bad.

It isn’t and paper doesn’t have to cost the earth. While paper does use trees, its production does consume energy and too often, waste paper ends up in landfill sites, it is also one of the few truly renewable and recyclable raw materials we have.

As an industry, we have generally responded to accusations in a reactive and uncoordinated way. And yet we have one of the strongest stories to tell. Wood fibre has the opportunity to renew itself naturally and be reused often, so despite the barrage of criticism, there are two sides to paper and it does have a strong environmental story to tell.

In response, NAPM has launched ‘Two Sides’, an industry-wide initiative to address these criticisms, to educate the paper-buying public of the true facts so they can make informed choices, while at the same time, promote responsible paper use. The key focus is to encourage people to question and challenge their existing wisdom about paper, to counteract the impact of the current environmental lobby against the paper industry, and arrest the guilt surrounding the use of paper.

Tasker & Stone supports NAPM Two Sides Scheme. For further information visit http://www.twosides.info/

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