Across Europe, an increasing number of brands and organisations are switching their customers from paper to digital communications for cost-saving reasons, but are using misleading, unsubstantiated environmental messaging as the justification. According to Two Sides, this is greenwashing.
The majority of consumers assume that digital communications are environmentally friendly. However, the environmental impact of digital is all too often overlooked. The ICT industry accounts for 5% to 9% of electricity use, which equates to more than 2% of global greenhouse gas emissions.
If left unchecked, the ICT footprint could increase to 14% of global emissions by 2040. In Europe, the print and paper sector is one of the lowest industrial greenhouse gas emitters at 0.8%. The Two Sides Trend Tracker survey shows that over half (55%) of consumers agree that when a service provider wants to switch them from paper to electronic bills and statements because ‘it is better for the environment’, the real reason is to save costs.
This increased from 49% in 2021. Even when consumers are forced to go digital, 62% agree (up from 54% in 2021) they should not be charged more for choosing a paper bill or statement. The survey also revealed that 76% of European consumers (up from 74% in 2021) agree that they should have the right to choose how they receive communications, printed or electronically, from financial organisations and service providers.
