Conducted across key European markets, the survey points to increasing awareness of sustainability facts, and the essential role of paper in a circular economy.

Despite persistent misconceptions, the paper advocacy group said a growing number of consumers understand the facts about Europe’s forests and the environmental credentials of paper.

The belief that European forests are shrinking, while still held by a majority, has reduced from 60% in 2023 to 56% this year.

Meanwhile, those correctly recognising that Europe’s forests are in fact growing has edged up slightly to 16%, from 15% in 2023, which Two Sides said was a small but significant sign that education and transparency are making a difference. 

“The fact is that European forests have been growing by an area equivalent to the size of Switzerland (between 2005 to 2020),” said Jonathan Tame, managing director of Two Sides Europe.

“It’s heartening to see progress, but the myth that our forests are in decline remains deeply rooted.

“Our goal is to continue educating consumers about the renewable nature of paper and the responsible forest management that supports it.”

The survey also showed a rise in awareness of Europe’s strong paper recycling performance.

One in four consumers (25%) now correctly understand that more than 60% of paper is recycled in Europe, up from just 18% in 2023. In reality, the recycling rate has consistently exceeded 70% in Europe.

68% of consumers say they understand what can be placed in the recycling bin.

“Recycling is vital in the sustainability chain. The fact that more consumers are engaging with it, and better understanding it, bodes well for the future of sustainable consumption,” said Tame.
 
However, the survey also showed that 64% of consumers think only recycled paper should be used, a slight decline from 67% in 2023.

Two Sides said that while recycling is a cornerstone of sustainability, the paper lifecycle depends on a healthy balance between recycled and fresh fibre.

Paper cannot be recycled indefinitely; new fibre from sustainably managed forests is essential to maintaining the quality and strength of paper products.

This understanding is where education remains key, said Tame.

“There’s still work to do in communicating the sustainable story of paper, from renewable forestry and responsible sourcing to efficient production and high recycling rates. But we’re seeing a shift as consumers are becoming more aware of the facts.”

He added: “The results of this survey show that while consumer understanding is improving, these myths still exist. With continued collaboration across industry, government, and consumers, the paper sector can turn the page on misinformation and help build a more informed, sustainable future.”