Business | Talking Point
Campaign manager, Two Sides
webinars and other resources covering sustainable forestry, recycling, water, energy, paper packaging and the environmental impacts of digital communication. Our Trend Tracker research also helps the industry understand what consumers actually think about print, paper, packaging and the environment. Alongside this, the Love Paper campaign enables us to communicate directly with consumers, while our Anti-Greenwash campaign directly challenges misleading environmental claims. Ultimately, we want the industry to have a strong, consistent and evidence-based voice.
What support are you receiving from the industry? Have you been recognised for your efforts? The support we receive from the industry is fundamental. Our members span the print, paper and paper-based packaging value chain and amplify our campaigns, share our resources and provide expertise that helps ensure our information remains robust. The more members we have, the louder and more consistent our messages become. It’s also encouraging to see our work recognised
by the wider industry. Most recently, Two Sides was Highly Commended for Sustainability Advocate at the IPIA Recognising Excellence Awards 2025. Recognition like that reflects the collective efforts of our team, members and supporters.
How can the industry help itself fight greenwashing? What key changes, if any, have been noticed while you have been involved in the group?
Consistency and evidence are incredibly important. The industry should be confident in telling its sustainability story, but claims must be accurate, specific and supported by credible sources. We also have to hold ourselves to the same standards that we expect from organisations making claims about our products. This will become even more important as the EU’s EmpCo Directive comes into effect. One positive change I’ve seen is much greater
awareness of greenwashing and the need to substantiate environmental claims. Our experience shows that constructive engagement works. Many organisations aren’t deliberately misleading consumers but are repeating outdated assumptions or using environmental language without fully considering the evidence behind it.
Where do you hope the industry will be in accordance with your goals in the next five years? I’d like to see an industry that’s more confident and consistent in communicating its sustainability story. We have a great story to tell, but we need to make sure it’s supported by credible evidence and communicated in a way that resonates beyond our own industry. In five years, I hope we’ve made real progress in addressing some of the misconceptions that still surround print, paper and paper-based packaging, while also embracing the opportunities that come from innovation and the continued growth of fibre-based packaging. For Two Sides, our role will be to help bring the industry together around clear, credible messaging and ensure that consumers and businesses have the facts they need to make informed choices.
What is next for yourself and Two Sides? There is a lot happening right now at Two Sides. We’ve just published our new Love Paper website and are developing the new Two Sides website, integrating AI-assisted translations to help make our content available across more European markets. I also want us to engage more directly in countries where Two Sides currently has limited representation and continue developing what membership means and the value we provide. For me, becoming managing director is an opportunity to build on what already works while evolving the organisation. The industry is changing, and Two Sides needs to change with it while remaining an authoritative and effective voice for print, paper and paper-based packaging.
IN FIVE YEARS, I HOPE WE’VE MADE REAL PROGRESS IN ADDRESSING SOME OF THE MISCONCEPTIONS THAT STILL SURROUND PRINT, PAPER AND PAPER-BASED PACKAGING
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