Consumers do not understand what causes deforestation

Recent research published by Two Sides Europe, the ‘Trend Tracker Survey 2025’, looks at changing consumer perceptions towards print, paper and paper based packaging, specifically at their environmental perceptions, reading habits, packaging preferences and attitudes towards tissue products. 

The print and paper industry is surrounded by myths, many of which are rooted in historical misconceptions about paper’s impact on forests. The need to bust these myths and raise awareness of paper’s sustainability is now more important than ever. 

This recent consumer research reveals a significant gap between perception and reality. When asked which industries or activities have the greatest impact on forests, only 41% of respondents correctly identified agriculture, including farming and cattle raising – as the leading contributor and primary cause of deforestation. In contrast, 60% of European consumers believe urban development poses the greatest threat, an increase from 55% in both 2021 and 2023. Some 58% believe palm oil plantations (up from 52% in 2023), 54% think construction and timber (up from 52% in 2023), 52% believe energy and wood fuel (slightly down from 54%), and 46% deem the paper and pulp industry is the most significant contributor – up from 42% in 2023. 

In reality, deforestation is primarily driven by agricultural expansion, especially in tropical and sub-tropical regions. European forests, where most of the raw material for paper and paper based packaging originates, are growing with net forest area increasing by the equivalent of approximately 1500 football pitches per day.

Wood fibre, the fundamental raw material in paper, is a natural and renewable resource. In Europe, where nearly all primary forests are protected, paper is produced using wood from sustainably managed forests, where the cycles of planting, growth, and regeneration are carefully regulated. Public support for this approach is strong with 66% of European consumers believing it is important to use paper products sourced from sustainably managed forests, and 36% actively looking for forestry certification labels when purchasing paper-based items. 

However, misconceptions remain, with 64% of consumers believing that only recycled paper should be used to produce new paper products. This overlooks a key practical limitation that paper cannot be recycled indefinitely, due to natural losses in the recycling process and that fibres get shorter and not useful in creating a new sheet of paper. Furthermore, production cannot be based on 100% recycled fibre as 100% of consumption cannot be collected. The cycle must therefore be constantly refilled with new strong virgin fibres from sustainably managed forests. Paper is highly recycled and, in Europe, paper fibres were reused an average of 3.5 times in 2022. What is more, paper has the highest recycling rate of any material in Europe at 79%. 

Concerns around water use also persist. Half of consumers (50%) believe that paper and paper packaging production uses excessive amounts of water. In reality, the industry has made significant strides in sustainable water use. In 2022, approximately 90% of the water used in European paper and board production was treated and returned to the environment, with the remainder either evaporated or retained in the final product. 

‘Whilst it is good to see that consumers view the pulp and paper industry less damaging than other industries on forests, the survey results show just how little consumers really understand when it comes to deforestation. There still remains many misconceptions surrounding print and paper based products and their impact on the environment,’ said Jonathan Tame, managing director, Two Sides Europe. ‘These misunderstandings make the work we do at Two Sides and Love Paper vital.’