Office paper in the digital age – advice from Two Tomorrows

Two Tomorrows’ paper, print and publishing sector specialist Rob Pearson has given advice to industry leaders about how to change public perception of the sustainability of office paper.

Speaking at the EMGE 10th Office Papers and Printing Conference in Amsterdam, Rob said paper companies must work hard to proactively communicate the environmental credentials of responsibly produced office paper and defend the assumption among many consumers that paper is an unsustainable product.

The conference was themed "Survivors Building a Better Future" and delegates included leading representatives from papermakers, suppliers, merchants, industry consultants and analysts.

In his speech, Rob’s key message was to urge the delegates, when promoting the use of office paper, to look beyond credible but “generic” messages – such has fibre certification and mill certification schemes – and talk more about the sustainability credentials that can link to paper buyers’ corporate responsibility commitments. “Look for the messages and themes that stand out,” he said, “And show how paper supports these values. Many paper buyers operate under a wider corporate responsibility commitment from higher up in their organisations – look for what these messages are and align them.”

For example, a company may be “committed to sustainable growth” – this is a phrase that appears regularly – but companies should make sure that paper’s contribution to that message is clear.

Benefits of office paper which Rob encouraged the delegates to promote include the valuable carbon storage capabilities of well managed forestry (which also plays an important role in maintaining biodiversity) and the provision of jobs to people living in remote communities.

Rob also said that, with biofuels making up 60 per cent of the fuel used in European paper mills and with climate change and biodiversity being the hot topics of today and tomorrow, paper manufacturers should be confident in the sustainability of their product.

He also suggested that the certification system for various measures of sustainability was confusing.

He said: “The office papers market is facing a number of market related challenges. But what was encouraging at the conference was to see the recognition that sustainability is seen as an area of opportunity, to help combat the downward trend of office paper use.

“I challenge the sector to focus their efforts in ensuring that responsively sourced and produced paper products are promoted and not the focus of misleading claims that paper is an unsustainable choice.”

Rob Pearson can be reached at rob.pearson@twotomorrows.com