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Public unclear on environmental impact of paper, NAPM study shows
The environmental impact of paper is still not understood by the general public, according to a survey of media buyers conducted by the National Association of Paper Merchants (NAPM).
Of all respondents, 95% believed the public is poorly informed about paper's impact, while 60% indicated their preference for paper-based communications over digital alternatives.
Alistair Gough, president of the NAPM, said: "Every day we are hit by new environmental claims about the detrimental effects of paper, which are clearly having an impact on us all in the communications industry. This survey has revealed the true extent of the misunderstanding."
The survey found that 27% of respondents believe paper production is a major cause of deforestation, while 55% felt that recycled paper is better than virgin fibre grades.
Gough said: "It reveals a lack of understanding of paper's environmental impact, and yet, with so many purchasing decisions taking the environment into consideration, we need to put the record straight."
The NAPM will introduce Two Sides, an industry-wide initiative on 7 October, to address the misconceptions surrounding the environmental impact of paper.
Gough: survey reveals the extent of misunderstanding
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Comments
Mick Hart - 04 September 2008
Well at least this might be a step in the right direction, and this seems to prove that iit is the general public who need educating. The print industry already knows the truth about paper and it's environmental status, but has failed miserably (over the past 30 years at least) to get its message across to the end user. I feel I am repeating myself yet again, but it is up to our industry associations and federations, the press and other media, and larger company's marketing powers, to re-educate the public - and urgently!
PS It shouldn't be up to NAPM to be doing this (although arming us with the correct information is helpful, and I'm sure much appreciated) - it's a bit like expecting the egg farmers to market cakes - the end seller should be educating the end user surely!
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