The perception of paper: sustainability and consumer preferences
The Trend Tracker 2025 report, commissioned by Two Sides and published in January 2025, draws on survey responses from more than 12,400 consumers across Europe, the Americas, Oceania and South Africa.
The findings offer a valuable insight into the perception of paper and its applications — from reading preferences to packaging expectations.
Print is the preferred format for many readers
Consumer preference for paper is more than a matter of habit. 65% of respondents say they prefer to read printed books, while 58% believe that children learn more effectively from printed materials. Almost half of Europeans still read printed magazines, and 76% wish to retain the freedom to choose between paper and digital formats when receiving bills and official documents.
These preferences are supported by numerous studies, which confirm that reading on paper offers benefits in terms of focus, comprehension and information retention — essential factors particularly in sectors such as education, healthcare and finance.
More and more studies and evidence emphasise the value of printed media in promoting deep reading, especially during school age.
Paper packaging is a conscious choice
The ongoing growth of e-commerce has increased consumer awareness of packaging choices. 62% of European respondents prefer to receive products in paper-based packaging, and 53% believe paper performs better overall in terms of environmental impact.
Paper is widely perceived as recyclable (51%) and compostable (75%), making it a preferred alternative to single-use plastics.
A sustainable reality that is still not fully understood
One of the key takeaways from the report is the gap between the actual environmental performance of the paper industry and public perception.
Only 16% of those surveyed are aware, for example, that European forests are expanding — growing by more than 58,000 km² between 2005 and 2020, an area larger than Switzerland.
Awareness of recycling rates is also limited: just 25% know that Europe's paper recycling rate exceeds 60%, while the real figure stands at 79% (source: CEPI, 2023).
Further reinforcing the sector’s credentials, more than 90% of the fibres used in European paper production come from within Europe, with 73% of the wood and 90% of the pulp certified according to sustainable forest management standards (source: CEPI Forest Resources, 2023).
These figures reflect a supply chain committed to responsible growth.
Reliable data help make informed decisions
The findings of Trend Tracker 2025 highlight not only encouraging trends but also the need to continue promoting accurate, evidence-based information. Building a paper culture rooted in verifiable facts is more relevant than ever.
Burgo Group actively supports this vision: to inform, innovate and produce responsibly, while enhancing the potential of a material that continues to prove its relevance — today and in the future.
