Consumer Research - Two Sides North America
Source: https://twosidesna.org/survey
Archived: 2026-04-23 17:18
Consumer Research - Two Sides North America
Consumer Research
U.S. Trend Tracker Survey 2025
Commissioned by Two Sides and conducted by independent research company Toluna, the study was carried out online in January 2025. Now in its fourth edition, the biennial survey captures evolving perceptions across a wide range of environmental and communication topics. The 2025 research includes national representative insights from 12,400 consumers from the United States, Canada, Europe, including Austria, Belgium, Denmark, Finland, France, Germany, Italy, Norway, Sweden and the United Kingdom, as well as Argentina, Australia, Brazil, New Zealand, and South Africa.
“
The Trend Tracker survey is a vital tool for understanding how consumer perceptions are shifting across a wide range of topics related to print, paper, packaging, and tissue products. Unlike earlier editions, where the COVID-19 pandemic introduced dramatic swings in opinion, this year’s findings reveal a steadier and more consistent view across North America. Encouragingly, we’ve seen modest improvements in public understanding, but the survey also highlights some persistent misconceptions that the industry must continue to address.
”
– Jules Van Sant, Executive Director, Two Sides North America.
Focus Areas of the 2025 Survey:
Environmental perceptions of paper, print, and fiber-based products
Preferences for printed or digital communication
Attitudes toward packaging and sustainable alternatives
Consumer views on tissue product use and manufacturing
The Headline Summary is FREE to download!
A 4-page headline summary containing some of the key findings from the Trend Tracker 2025 U.S. survey.
U.S. Report
LEARN MORE
U.S. Trend Tracker Survey 2023
The Trend Tracker Survey is a biennial, global study of more than 10,000 consumers commissioned by Two Sides and conducted by international research firm Toluna. This consumer research survey seeks to understand changing consumer preferences, perceptions and attitudes toward print, paper, and paper-based packaging, specifically:
Environmental Perceptions
Reading Habits
Packaging Preferences
Attitudes Towards Tissue Products
The U.S. portion of the survey queried 1,000 U.S. consumers. Results showed incremental improvement in consumer perceptions about paper’s overall impact on the environment, as well as on specific environmental issues related to paper products, such as the growth of U.S. forests and paper recycling rates.
U.S. Report
DOWNLOAD
U.S. Packaging Preferences 2020
As U.S. consumers become increasingly aware of the environmental impacts of their packaging choices, a majority believe paper-based packaging is better for the environment, according to the results of Two Sides North America’s U.S. Packaging Preferences 2020 survey.
The survey of 2,000 U.S. consumers, commissioned by Two Sides and conducted online in March by independent research firm Toluna, sought to explore and understand consumer preferences, perceptions and attitudes toward various types of packaging.
U.S. Report
DOWNLOAD
Busting the Myths: A study of U.S. and Canadian consumer perceptions and attitudes towards print and paper
The results of aconsumer research survey commissioned by Two Sides reveal a telling insight into the public’s perceptions and attitudes towards print and paper. Carried out by independent research company Toluna, consumers from across the U.S. (n= 2,094) and Canada (n= 1,044) were surveyed on environmental topics and preferences relating to paper and print.
These reports explore consumer opinions and beliefs about print and paper’s environmental impact; preferences related to reading in print versus digitally; and receiving paper or electronic communications from their service providers
U.S. Report
DOWNLOAD
Canada Report
DOWNLOAD
Print and Paper in a Digital World: An international survey of consumer preferences, attitudes and trust
An international consumer research survey of over 10,700 consumers was commissioned by Two Sides and carried out by independent research company Toluna in June 2017. The survey was undertaken in ten countries: Australia, Brazil, France, Germany, Italy, New Zealand, South Africa, Spain, the United Kingdom and the United States.
Overall, findings conclude that consumers trust, enjoy and gain a deeper understanding of information read in print, with signs of digital fatigue and concern for security and privacy evident.
Global Report
DOWNLOAD
U.S. Key Findings
DOWNLOAD
About Two Sides
Two Sides North America is an independent, non-profit organization, and is part of the Two Sides global network which includes more than 600 member companies across North America, South America, Europe, Australia and South Africa. Our member companies span the Graphic Communications and Paper-based Packaging industry, including forestry, pulp, paper, paper-based packaging, chemicals and inks, pre-press, press, finishing, printing, publishing, envelopes and postal operations. Our common goal is to dispel environmental misconceptions and to inspire and inform businesses and consumers with engaging, factual information about the sustainability, versatility and attractiveness of print, paper and paper-based packaging.
Contact Two Sides
If you would like to learn more about this report or find out more about the many other tools and resources Two Sides provides, please get in touch.
1-800-855-896-7433
info@twosidesna.org
www.twosidesna.org
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Consumer Research
U.S. Trend Tracker Survey 2025
Commissioned by Two Sides and conducted by independent research company Toluna, the study was carried out online in January 2025. Now in its fourth edition, the biennial survey captures evolving perceptions across a wide range of environmental and communication topics. The 2025 research includes national representative insights from 12,400 consumers from the United States, Canada, Europe, including Austria, Belgium, Denmark, Finland, France, Germany, Italy, Norway, Sweden and the United Kingdom, as well as Argentina, Australia, Brazil, New Zealand, and South Africa.
“
The Trend Tracker survey is a vital tool for understanding how consumer perceptions are shifting across a wide range of topics related to print, paper, packaging, and tissue products. Unlike earlier editions, where the COVID-19 pandemic introduced dramatic swings in opinion, this year’s findings reveal a steadier and more consistent view across North America. Encouragingly, we’ve seen modest improvements in public understanding, but the survey also highlights some persistent misconceptions that the industry must continue to address.
”
– Jules Van Sant, Executive Director, Two Sides North America.
Focus Areas of the 2025 Survey:
Environmental perceptions of paper, print, and fiber-based products
Preferences for printed or digital communication
Attitudes toward packaging and sustainable alternatives
Consumer views on tissue product use and manufacturing
The Headline Summary is FREE to download!
A 4-page headline summary containing some of the key findings from the Trend Tracker 2025 U.S. survey.
U.S. Report
LEARN MORE
U.S. Trend Tracker Survey 2023
The Trend Tracker Survey is a biennial, global study of more than 10,000 consumers commissioned by Two Sides and conducted by international research firm Toluna. This consumer research survey seeks to understand changing consumer preferences, perceptions and attitudes toward print, paper, and paper-based packaging, specifically:
Environmental Perceptions
Reading Habits
Packaging Preferences
Attitudes Towards Tissue Products
The U.S. portion of the survey queried 1,000 U.S. consumers. Results showed incremental improvement in consumer perceptions about paper’s overall impact on the environment, as well as on specific environmental issues related to paper products, such as the growth of U.S. forests and paper recycling rates.
U.S. Report
DOWNLOAD
U.S. Packaging Preferences 2020
As U.S. consumers become increasingly aware of the environmental impacts of their packaging choices, a majority believe paper-based packaging is better for the environment, according to the results of Two Sides North America’s U.S. Packaging Preferences 2020 survey.
The survey of 2,000 U.S. consumers, commissioned by Two Sides and conducted online in March by independent research firm Toluna, sought to explore and understand consumer preferences, perceptions and attitudes toward various types of packaging.
U.S. Report
DOWNLOAD
Busting the Myths: A study of U.S. and Canadian consumer perceptions and attitudes towards print and paper
The results of aconsumer research survey commissioned by Two Sides reveal a telling insight into the public’s perceptions and attitudes towards print and paper. Carried out by independent research company Toluna, consumers from across the U.S. (n= 2,094) and Canada (n= 1,044) were surveyed on environmental topics and preferences relating to paper and print.
These reports explore consumer opinions and beliefs about print and paper’s environmental impact; preferences related to reading in print versus digitally; and receiving paper or electronic communications from their service providers
U.S. Report
DOWNLOAD
Canada Report
DOWNLOAD
Print and Paper in a Digital World: An international survey of consumer preferences, attitudes and trust
An international consumer research survey of over 10,700 consumers was commissioned by Two Sides and carried out by independent research company Toluna in June 2017. The survey was undertaken in ten countries: Australia, Brazil, France, Germany, Italy, New Zealand, South Africa, Spain, the United Kingdom and the United States.
Overall, findings conclude that consumers trust, enjoy and gain a deeper understanding of information read in print, with signs of digital fatigue and concern for security and privacy evident.
Global Report
DOWNLOAD
U.S. Key Findings
DOWNLOAD
About Two Sides
Two Sides North America is an independent, non-profit organization, and is part of the Two Sides global network which includes more than 600 member companies across North America, South America, Europe, Australia and South Africa. Our member companies span the Graphic Communications and Paper-based Packaging industry, including forestry, pulp, paper, paper-based packaging, chemicals and inks, pre-press, press, finishing, printing, publishing, envelopes and postal operations. Our common goal is to dispel environmental misconceptions and to inspire and inform businesses and consumers with engaging, factual information about the sustainability, versatility and attractiveness of print, paper and paper-based packaging.
Contact Two Sides
If you would like to learn more about this report or find out more about the many other tools and resources Two Sides provides, please get in touch.
1-800-855-896-7433
info@twosidesna.org
www.twosidesna.org
Keep up to date with the
latest articles
from Two Sides
by subscribing to our blog!
Click here to Subscribe
youtube
Privacy Policy
© Two Sides 2026
Login
Subscribe to our Blog
Please enter your details below to subscribe to our mailing list
SHARE
BECOME A MEMBER
SUBSCRIBE