The document summarizes information presented by Two Sides, an initiative promoting sustainability in the print and paper industry. It discusses Two Sides' membership of over 1,000 organizations, survey results showing consumer preferences for paper and concerns about deforestation, and efforts to address misleading claims about paper's environmental impacts. The presentation outlines Two Sides' messaging emphasizing paper's renewability and the industry's improving sustainability performance, and calls on members to help correct anti-paper messages and promote responsible paper usage.

1. Two Sides
Promoting the Sustainability, Responsible
Production and Use of Print and Paper
EMA 2012 Spring Meeting
April 18-21, Scottsdale , AZ
Print Power Presentation to Canon, 4th February, 2010

2. What is Two Sides?
• An initiative by companies from
the Graphic Communications
Supply Chain, with now over
1,000 members.
• Non-profit launched in 2008 in
the UK and present in 14
countries.
• Two Sides U.S., Inc. began
operating in January 2012.
Print Power Presentation to Canon, 4th February, 2010

3. Why Two Sides?
RESULTS OF U.S. CONSUMER PERCEPTION SURVEY (2010)
• 68-70% of people prefer paper for reading and
storage of documents – all ages, incl. 18-24 y.o.
• 70% link paper to tropical deforestation & have
concerns about impacts on forests
• >79% of 18-24 y.o. chose electronic as the most
environmentally-friendly way
• Consumers like recyclable products and need a
better understanding of the industry’s good For a summary of survey
record. results click here

4. What Has Led People to Think This Way?
• Historical practices
• Inaccurate / misleading information
reaching the public.
• Emotional connection with forests /
lack of education on sustainable
forestry & the forest cycle.
• Lack of a strong and common industry
voice.
• The “go paperless – save trees – save
the planet” messaging (i.e. switch to
electronic).

5. Fifty-five U.S Organizations Have Joined Two Sides
Paper Producers Merchants (cont’d) Allied Organizations
• Appleton Coated LLC • Dennis Paper Co. • American Catalog Mailers Association
• Boise Inc. • Graphic Paper, Inc. (ACMA)
• Domtar Inc. • Jackson/ Newell Paper Company • American Forest and Paper
• Mohawk Paper Co. • J.P. Gasway Company Association (AF&PA)
• Monadnock Paper Mills • Lindenmeyr Division of Central • Cal Poly San Luis Obispo – Graphic
Communication Dept.
• Neenah Paper National-Gottesman
• SAPPI Fine Paper North America • Mac Papers, Inc. • Consumers for Paper Options
Envelope Manufacturers Association
• UPM-North America • Midland Paper, Packaging + Supplies (EMA)
Printers • Olmsted-Kirk Paper Co. • Gravure Association of America
• Earth Color • Omaha Paper Co., Inc. (GAA)
• MBK Services Inc. • Pochteca Papel • NPTA Alliance
Press, Priting Equipment • Printing Papers, Inc. • Paper Technology Foundation –
• Eastman Kodak Company • Sandia Paper Co., Inc. Western Michigan University
Merchants • Shaughnessy Kniep Hawe Paper Co., • Print Buyers International
• American Paper Corp. Inc. • Print Media Centr
• Anchor Paper Co. • Spicers Paper, Inc. • Printing Industries of America (PIA)
• Ariva • Sterling Paper Company • Printing Industries of America –
• ARC Paper, L.L.C • Unisource Worldwide, Inc. Southern California (PIASC)
• Bosworth Papers, Inc. • Warwick Paper Co., Inc. • Print Services and Distribution
• Bradner Smith & Company • WCP Solutions Association (PSDA)
• Butler-Dearden Paper • TAPPI
• B.W. Wilson Paper Co., Inc. • The Institute for Sustainable
Communication
• Central Michigan Paper Co.
• What They Think
• Central Paper Co., Inc.
• Clampitt Paper

6. EMA & Two Sides
• EMA is an Allied Organization of Two
Sides
• Allied Organizations agree to:
• Promote Two Sides among industry
participants.
• Educate their organization and members
about the industry's sustainability issues.
• AO’s can provide financial support and
ad space, run articles, assist with
conferences, partner on special projects

7. Governance
 Pulp & paper companies, equipment
& chemical manufacturers,
merchants, brokers, retailers,
printers, converters, graphic
designers, publishers
 CEO and VPs from across
membership sectors
 VPs and Directors of Sustainability /
Sales
 VPs and Directors of Sales and
Marketing
• President & COO: Phil Riebel
• Vice-President: Martyn Eustace
• Treasurer: Kevin Gammonley

8. Two Sides Messaging Framework
Print and paper has a sustainable life cycle from raw material to recovery and re-use
• Print and paper have unique sustainability (environmental, social) features
• Responsible use of resources is key
• Industry environmental performance is continuously improving
• Promote responsible use of print and paper over the life cycle (purchasing / best practices)
Based on a renewable resource A great carbon story
• Sustainable forest management • Minimizing carbon footprint
• Forest certification • Use of renewable energy and carbon neutral biomass
• Biodiversity • Carbon benefits of managed forests and forest products
• Ecosystem services
• Benefits of a working forest
Recyclable Effective communications medium
• Increased recycling • Social benefits of print and paper
• Eventual elimination of print and paper waste in • Co-existence and synergies with e-media
landfills
• Smart use of recycled fiber

9. www.twosides.us
(A repository for information on the sustainability of print and paper)

11. Myths and Facts

12. Please use the information!

13. Resources
Upload

14. Video and Audio Library

15. • Newsletter
2x/month
• Links to select
news, reports,
facts, case studies
• Link to LinkedIN,
Twitter, WordPress
Blog
• Ask a question or
contact us

16. Ads currently being developed for B to C and B
to B publications

17. Anti-paper and Print Claims

18. Initiative to Correct Anti-paper e-billing
Messages
• Two Sides will begin challenging U.S.
organizations that send misleading
messages related to print and paper.
• Out of 94 U.S. banks, telecoms and utilities,
55% are sending misleading “paperless”
environmental messages to support e-billing
and e-statements.
• Two Sides is targeting an 80% success rate
in changing these claims, so that they do not
mislead people regarding the environmental
impacts of print and paper.
Print Power Presentation to Canon, 4th February, 2010

19. Paper and e-media - Key Points
• Rules and guidelines are in place for
environmental marketing (US FTC, ISO).
• Claims must be factual / verifiable and not
misleading.
• The “saving trees” message creates a false
impression that forests and trees are a finite
resource that is being lost instead of a
renewable resource being replenished based on Terrachoice. 2010.
sustainable forest management practices.
• The full impact of switching to e-media are not
properly considered or ignored.
• People often print their electronic documents for
reference and record keeping, The system is
often not paperless.

20. • Paper is not a cause of
deforestation in the U.S.
• In the U.S., we grow
more trees than we
harvest. The amount of
U.S. forestland has
remained the same for
the last 100 yrs even
with 3-fold population
increase (U.S. Forest
Service)
FAO Global Forest Resources
Assessment 2010 :

21. • In the U.S. more paper products are recovered for
recycling than any other material.
• Recovery rates 2x as high as glass & metal, and ~9x
higher than plastic.
– U.S. Environmental Protection Agency

22. Forest Products Provide a Solution to
Climate Change
Because forest products [including
paper] can require little or no fossil
fuels for production and store carbon
throughout their useful life, they can
have inherent climate change
advantages over all other materials
with which they compete, provided
they are produced in a sustainable
manner.
• World Resources Institute

23. The Carbon Footprint of Paper: in
perspective
• Paper use accounts for 1%
or less of the carbon footprint
of the average family. 57%
comes from housing (28%),
food (16%), driving a car
(13%)
• VTT
• The print and paper
industry contributes 1.1% to
world greenhouse gas
emissions (2006)
• WRI

24. People sometimes forget that everything we
do has negative and positive social,
environmental and financial impacts
…and it can all be measured

25. The environmental and social impacts of e-media
need to be fully considered
• ICT relies on a significant amount of non-renewable
natural resources extracted & processed, often
requiring a significant amount of energy.
• Manufacturing a desktop computer requires:
• 529 lbs of fossil fuels (~10 x weight of the computer)
• 45.5 lbs of chemicals
• 3,307 lbs of water
• E-waste is the fastest growing waste stream in the
world. Over 200 million items of e-waste are thrown
away every year in the U.S. (18% was recycled in
2009).
• Health and environmental issues in developing
countries where electronics are being disposed of.
Source: NewPage Corp., 2009 ; Kruhr, R. and Williams, E. , 2004; Gartner
Consulting, 2007.

26. How are all the products we use linked to
environmental impacts on land use?
26

27. Many People Print Because They Like to Read on
Paper (it has unique features)
• Paper has major advantages in supporting
annotation while reading, quick navigation,
and flexibility of spatial layout. This allows
readers to deepen their understanding of the
text, extract a sense of its structure, create a
plan for writing, cross-refer to other
documents, and interleave reading and
writing.
• O’Hara, K. and Sellen, A., 1997.
• How do users read on the web? They don’t.
The online medium lends itself to a more
superficial processing of information. You're
just surfing the information. It's not a deep
learning.
• J. Neilsen, 2009

28. • Add parents and books

29. Help us respond to “paperless” environmental claims
that may be misleading
• Encourage people to register on the website or join Two Sides
(www.twosides.us)
• By joining Two Sides as Member Companies you provide us with
resources to send our message.
• Send us your “anti-paper and print” claims. We track them and will
eventually address them.
• Use our templates to write your own letter. See
http://twosidesus.wordpress.com/
• Use e-mail tag lines that promote the sustainability of print and
paper. http://www.twosides.us/fact.asp?FactID=131

30. Companies can Reduce Environmental Impacts by Focusing
on Responsible Paper Procurement, Use and Recycling
• Sustainable forest management and certified paper
(FSC, SFI, CSA, PEFC)
• Good environmental performance at mill, printing and
converting facilities (emissions to air, water, solid waste
generated)
• A high % of renewable energy at facilities and the grid
• Recycling is key
• Use paper responsibly and print based on needs and
use. Ex: Print and Pixel Logic
• There are many resources documents on this topic (see
the www.twosides.us Toolbox)

31. Key Messages
1. All products need to be produced, used and disposed of responsibly
to minimize environmental impacts.
2. The alternatives to print and paper are not without impact.
3. Print, paper and e-media complement each other and can co-exist.
4. It is not a question of paper or electronic, but rather which
combination of the two has the least impact on the environment
while meeting social and economic needs.
5. Paper has a head start over many other products that surround us
today - it has unique environmental and social features and its
manufacture has the potential to be a self-sufficient and renewable
industrial system.

32. Thank you!
Phil Riebel, President and COO
Two Sides U.S., Inc.
pnr@twosides.info
Toll-free: 1-855-TWOSIDE
www.twosides.us
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Print Power Presentation to Canon, 4th February, 2010