Submitted by: Two Sides Australia 02/08/2016
Results from a recent global consumer survey found that the majority of Australians and New Zealanders prefer paper communications. In fact, it seems many people distrust and are not swayed by corporate green claims used to promote online services over paper.
An international survey with over 7,000 recipients was commissioned by Two Sides and carried out by international research company Toluna Inc. in June 2016. The survey was also undertaken internationally in: Australia, Brazil, Europe - Austria, France, Germany, Italy and Spain, New Zealand, North America and the United Kingdom.
The survey details responses from Australian and New Zealand consumers, providing insight into their perception of the environmental impacts of paper and print, their perception of why companies want them to turn to digital and their preferred communication format.
Among its findings, the survey reveals that many consumers want to retain the choice of using print and paper, at no additional cost, and that many question or feel misled by “go paperless – go green” claims – believing cost savings to be the primary driver for organisations looking to phase out paper-based communications.
Report findings also suggest it is not evident that younger age demographics connect with paper differently to older groups. Whilst acceptance of digital media is stronger amongst younger ages, a preference for print on paper still exists for all ages.
Regarding the environmental characteristics of paper, findings show that a majority of consumers understand the natural and recyclable nature of paper, as many believe recyclability is an important characteristic of environmentally responsible products and recognise that paper is a renewable resource.
Overall, findings conclude that consumers prefer to read from paper than from screens, appreciating the tactile nature of paper. Consumers also fundamentally believe that when sourced from sustainably managed forests, paper and print remains a sustainable way to communicate.
“Go paperless - go green” claims are questioned by many
Many people need a paper option and don’t want to be forced into “digital only”
Consumers see print and paper as sustainable
Paper and print is the preferred communication channel
Read the full Australian Report here