New Report Explores Consumer Perceptions of Print

By Bob Neubauer

Credit: Two Sides

Paper is one of the most sustainable products we use today. In fact, the U.S. paper recycling rate exceeds 60%, making it one of the most recycled materials in the world. But many consumers still hold views shaped by outdated or incorrect information.

To learn how consumers feel about the sustainability of paper and paper-based packaging, and find out how much they know about paper recycling, Two Sides commissioned a study. The results are revealing.

Just 16% of consumers recognize that U.S. forests are growing in size, and only 15% understand the paper recycling rate exceeds 60% in U.S.

The study also peers into consumers’ media habits and reveals that 78% want the right to choose whether they receive their bills and statements printed or electronically. What’s more, 55% don’t pay attention to most online marketing advertisements, 54% believe children learn more when reading printed materials, compared to digital, and 48% prefer to read magazines in print.

Commissioned by Two Sides and conducted by the independent research company Toluna, the Two Sides' 2025 Trend Tracker survey shows encouraging progress in how consumers view paper-based products, but also highlights areas where understanding still falls short. You can download a summary report here.

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Bob Neubauer Author's page

Bob has served as editor of In-plant Impressions since October of 1994. Prior to that he served for three years as managing editor of Printing Impressions, a commercial printing publication. Mr. Neubauer is very active in the U.S. in-plant industry. He attends all the major in-plant conferences and has visited 200 in-plant operations around the world. He has given presentations to numerous in-plant groups in the U.S., Canada and Australia, including the Association of College and University Printers and the In-plant Printing and Mailing Association. He also coordinates the annual In-Print contest, co-sponsored by IPMA and In-plant Impressions.