At PSE, we believe that responsible marketing means making informed choices, including understanding the true environmental impact of the materials we use. The debate between paper and digital communication is often clouded by misconceptions, with paper frequently viewed as the less sustainable option. In reality, paper is one of the most renewable, recyclable, and responsibly managed marketing materials available.
Across Europe, the paper industry operates within a tightly regulated framework designed to protect forests, promote biodiversity, and maintain a continuous cycle of growth and renewal. Despite popular belief, European forests are not shrinking, they’re expanding. In fact, they’re growing in size by the equivalent of 1,500 football pitches every day, supporting the long-term sustainability of the paper industry.
Sustainably Managed Forests in Europe
Almost all primary forests in Europe are now protected, and paper is sourced from sustainably managed forests where the cycle of planting, growing, and harvesting is carefully controlled. This ensures every tree used is replaced, supporting long-term forest regeneration and maintaining a renewable resource for generations to come.
Today, 52% of Europe’s forest area is certified by the FSC or PEFC, reflecting a strong commitment to responsible forestry and full traceability throughout the supply chain. For marketers, this means that using printed materials such as Direct Mail or brochures can be part of a sustainable strategy when responsibly sourced.
The Role of Recycled and Fresh Fibre
It’s often assumed that recycled paper is always the more sustainable option. In reality, the paper industry depends on both recycled and fresh fibre to function effectively. During the recycling process, paper fibres degrade and shorten, meaning that new fibre from sustainably managed forests is continually needed to keep the paper cycle going. Without this balance, the industry couldn’t maintain a truly renewable system — showing that both recycled and virgin paper play essential roles in paper sustainability.
Paper vs Digital Environmental Impact
Another common misconception is that digital communication is automatically better for the planet. Yet, electronic waste (e-waste) is one of the fastest growing waste streams globally. In 2022, only 46% of Europe’s e-waste was collected for recycling, compared with 79% of paper.
Electronic devices rely on finite, non-renewable materials, and recycling systems are struggling to keep up with the waste being produced. By contrast, paper remains a renewable and recyclable resource with a well-established recycling infrastructure. For businesses focused on sustainability, printed communications can often have a smaller environmental footprint than they realise.
Challenging Greenwashing in Marketing
Phrases like “Go Paperless,” “Go Green,” and “Save Trees” are now recognised as greenwashing. Thousands of leading organisations have since removed misleading claims about paper’s environmental impact, reflecting a more balanced and informed understanding of sustainability. Responsible marketers are increasingly revisiting their assumptions about print and paper, recognising their role in a sustainable marketing mix.
At PSE, we’re proud to work with partners who share our values around responsible marketing and sustainable print. By understanding the facts, we can make confident, environmentally conscious choices, using paper in a way that supports, rather than harms, the world’s forests.
Source: Two Sides – Myths and Facts
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