03/10/2026
Consumer Impressions of Print
Source: TwoSides NA, March 9, 2026
Two Sides' 2025 Trend Tracker survey shows encouraging progress in how consumers view paper-based products while also highlighting where understanding still falls short. Commissioned by Two Sides and conducted by independent research company Toluna, The survey captured insights from 12,400 consumers around the globe. In 2021, 60% of U.S. consumers believed forests were shrinking. In 2025, that number has dropped to 56%. Data for 2025 also shows that consumer preferences for print remain steady across all major categories, from books (53%) to magazines (48%) to tax statements (49%). Despite the growth of digital, print continues to hold its ground, particularly where trust, comprehension, and personal engagement matter most. “Encouragingly, we’ve seen modest improvements in public understanding of paper products,” says Jules Van Sant, Executive Director, Two Sides North America. “Still, there are some persistent misconceptions. We found that many people still believe U.S. forests are shrinking despite clear data showing that forest areas have actually been growing for decades. We’re also seeing greater awareness around recycling, yet consumers continue to underestimate how effective paper recycling really is. These misunderstandings show exactly why initiatives like Two Sides and Love Paper remain so important. Our role in providing accurate, accessible information about the environmental credentials of paper-based products is more critical than ever.”
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