Why Greenwashing Hurts Businesses Like Ours in the Paper Industry

Schades Group, 8th December 2025

Misleading “go paperless” greenwashing harms the sustainable paper and print industry.

Paper is highly recycled, renewable and energy efficient, while digital alternatives have hidden environmental costs.

Schades Group promotes honest communication and supports responsibly sourced, sustainable paper products.

As sustainability climbs higher on corporate agendas, more businesses are keen to show their green credentials. But there’s a growing problem – greenwashing – and it’s having a serious impact on the European paper and print industry.

According to new research from Two Sides, misleading “Go Green, Go Paperless” messages are still widespread across Europe. Organisations continue to encourage customers to go digital under the impression of “saving trees” or “helping the planet.”

The truth? These claims are often false, unsubstantiated, and in breach of advertising regulations.

What Is Greenwashing?

Greenwashing is when organisations make environmental claims that aren’t backed by scientific evidence, often to present an eco-friendlier image than they are in reality.

Two Sides define greenwashing as:

“Behaviour or activities that make people believe that a company is doing more to protect the environment than it really is.”

This isn’t just misleading for consumers, it’s damaging for industries that are genuinely sustainable and working towards improving, like paper and print.

The facts about paper and the environment

Let’s set the record straight. The European paper industry has a strong environmental story to tell:

Paper is highly recycled. In 2023, Europe recycled 79% of all paper and 83% of paper packaging, making it one of the most recycled materials on the planet.

The industry is energy efficient. The pulp, paper and print sector accounts for just 0.8% of European greenhouse gas emissions, and 62% of its energy use comes from renewable sources.

Far from being wasteful, paper is part of a circular, renewable system, often sourced from sustainably managed forests, reused multiple times, and (ultimately) biodegradable.

The hidden cost of “going digital”

While digital communication is often presented as a “greener” alternative, it isn’t without its own environmental footprint.

The ICT sector makes up 4–6% of global electricity use, producing more than 2% of greenhouse gas emissions.

In 2022, the world generated a record 62 million tonnes of e-waste, with much of going unrecycled.

The raw materials behind digital technology, such as lithium, cobalt and gold, are finite, non-renewable, and frequently sourced at high environmental costs.

When companies encourage customers to “go paperless to save the planet,” they’re not painting the full picture.

Why it matters

Greenwashing doesn’t just mislead consumers — it undermines a responsible, job-creating industry that employs over a million people across the EU.

It also risks alienating consumers. Two Sides’ 2023 research found that:

76% of people believe they should have the right to choose paper or digital communications.

55% think organisations promote digital mainly to cut costs, not to help the environment.

At Schades, we believe choice matters. Many consumers still prefer paper-based communications for accessibility, security and reliability, and they should be free to make that choice without being misled.

The way forward

As the Two Sides campaign highlights, responsible communication matters. Environmental claims must be clear, evidence-based and transparent. In the UK and EU, misleading “eco” claims can now fall foul of Advertising Standards Authority (ASA) rules, and guidance.

For the paper industry, this means continuing to share the truth:

Paper is renewable, recyclable, and responsibly produced.

It supports sustainable forest growth and circular economies.

And when sourced and used responsibly, it remains one of the most sustainable communication materials available.

At Schades, we’re committed to responsible paper

As one of Europe’s leading suppliers of paper rolls and labels products, Schades Group is proud to support the use of responsibly sourced paper.

We work with partners and customers across Europe to promote sustainable, compliant and transparent practices – ensuring that the environmental story of paper is told accurately.

Because when it comes to sustainability, facts matter.

Learn more about sustainable paper products and our environmental commitments at and contact us today to see how we can support your business’ paper rolls and labels needs.