Consumers: We’re Tired of Being Pressured to Go Digital Only

By | July 22, 2016

Is it just me? Or are you tired to being pushed into digital-only communications from the companies you work with? If so, a new study shows that we’re not alone.

According to the study, commissioned by Two Sides and conducted by Toluna Inc., 79% of respondents want the option to continue receiving printed information as “more permanent record,” and 77% would be “unhappy” if they were asked to pay a premium for paper bills and statements. Seventy-nine percent indicated that it’s easier to read on paper compared to a screen. They want to be given a choice.

Consumers are also suspicious of why companies are trying to get them to go digital. Businesses such as banks, utilities, and credit card companies say going digital helps the environment, but most of us know this isn’t true. They are doing it to save money. Indeed, the overwhelming majority of respondents to the Two Sides survey (85%) say that cost-saving is the main reason why companies use environmental claims such as, “Go Paperless – Go Green” or “Go Paperless – Save trees,” and 57% of respondents reported that they question the validity of those claims.

This lays the groundwork for education on the benefit paper to the environment, and in fact, the message seems to be resonating. There has been a more concerted effort in this industry to spread the word, and it’s working.

Overwhelmingly (88% of) respondents to the survey agreed that when forests are responsibly managed, it is environmentally acceptable to use trees to produce products such as wood for construction and paper for printing. Ninety-one percent agreed that print and paper can be a sustainable way to communicate when responsibly produced and used.  This is up from 19% in a similar survey Two Sides conducted in 2013.

So let’s keep talking about it! If you’ve been among the evangelists for the environmental benefits of paper, you’re doing a great job. If you aren’t yet doing so, maybe it’s time to start.

Click here for the Two Sides press release, which is chock full of great stats to share with your customers in your newsletters and blog posts.


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