Two Sides North America

1. Tissue products are everyday essentials, yet their sustainability story often goes unnoticed. Why has the environmental narrative around tissue struggled to gain visibility compared to other paper-based products? 

Tissue products differ from other paper-based products in that they are instantly disposable and follow a different end-of-life pathway than cardboard boxes or magazines. It also has other characteristics used to judge the product's quality – things like softness, strength, and cost - leaving little room to tell the environmental story. 

2. How are consumer perceptions of tissue products evolving, and what insights or emerging trends do you find most surprising? 

The Two Sides Trend Tracker survey compares consumer perceptions about tissue products. The results show that, over the past two years, consumers have worried less about the environmental impact of tissue products – down from 46% in 2023 to 39% in 2025. There is a significant drop in concern about tissue products made from unmanaged or uncertified programs, from 51% in 2023 to 40% in 2025. While the results show less concern about the environmental impact of tissue products, there is a downward trend over the past two years toward paper-based tissue products (with the exception of paper towels) as the most environmentally friendly choice. It is clear that there is some work to be done to improve consumer perceptions. 

3. Forest impact remains one of the most persistent concerns around tissue production. What are the most common misconceptions in this area, and how do they differ from the realities of modern forestry practices? 

Contrary to misconceptions, forests in the US and Canada are not shrinking. While 67% of the U.S. forestland is legally available for harvesting, tree cutting and removal occur on less that 2% of forestland each year. In Canada, under federal and provincial laws and policies, all areas harvested on public land must be reforested, either by planting or through natural regeneration. About 94% of Canada’s forests are on public land. Sustainably managed forests are essential to the health and longevity of the industry.

4. Sustainability discussions frequently emphasize recycling. How should the tissue industry reframe conversations to better reflect responsible sourcing, renewability, and full lifecycle impacts?  

Because of the nature of hygiene products, much of the product is disposed of instead of recycled. However, that does not mean the tissue industry does not use recycled materials in its production. Roughly 90% of U.S. tissue manufacturers use recycled materials in tissue production, and nearly all (99%) procure their wood fiber from certified sources. The conversation needs to be about sustainable forest management, the use of recycled materials, and the idea that good forest practices and the use of paper products help keep forests financially viable for regeneration and prevent them from being converted to other non-forest uses, such as urban development or agriculture. 

5. Over the years, what narratives - media-driven or otherwise - have most strongly shaped public opinion about tissue products and their environmental footprint? 

A big one is the misunderstanding about the term deforestation, and that using paper kills trees. Deforestation is the permanent removal of trees. Paper production is not deforestation. Paper companies utilize trees (often it is the by-product of residuals from wood products, like chips), but they also actively reforest and replant trees. Companies would not be sustainable if we didn’t continually reforest.

6. In an era of heightened environmental scrutiny, how can brands effectively counter misinformation without appearing defensive or overly technical in their sustainability messaging? 

At Two Sides, we rely on fact-based information to help us tell the positive environmental story of paper. Too often, brands make very general claims about paper’s sustainability without conducting a full life-cycle analysis. Terms like “go green” or ‘save a tree’ influence consumers but don’t tell the whole story and are considered greenwashing. Our mission is to combat greenwashing claims while continuing to tell the story about the circularity of paper products – renewable raw materials from sustainably managed forests, and the use of recycled materials. 

7. What role do certifications, transparency initiatives, and third-party verification play in building credibility for sustainable tissue products today? 

Consumers want transparency. Our 2025 Trend Tracker Survey indicates that 59% of consumers want more information on the sustainability of tissue products, 63% think it is important to make tissue products from sustainably managed forests, and 38% are actively seeking recycled paper tissue options. While consumers are not always versed in the details of third-party certifications, they can help them understand that external agencies oversee, audit, and track forestry practices to hold companies accountable.

8. Employees are increasingly becoming sustainability advocates within organizations. How can tissue manufacturers equip their workforce with accurate, fact-based narratives that reinforce brand values? 

Employees are often an underutilized resource for telling a company’s story. It is important that companies not only share what they are doing internally, but also what the paper industry as a whole is doing. Two Sides often holds webinars for our members to talk to their employees about the facts around forestry, manufacturing, and recycling, so they can help counter misconceptions. We also offer tools, fact sheets, and presentations that member companies can use internally. Two Sides has also initiated a Love Paper campaign to help spread the message to consumers that it is okay to love paper.

9. In your view, how can sustainability storytelling move beyond compliance and performance metrics to become a genuine driver of brand differentiation in the tissue sector? 

Consumers continue to want authenticity and transparency, and they buy from and are loyal to the brands they trust. 

10. As environmental awareness grows, are consumers truly willing to change their purchasing behavior for tissue products, or do convenience and price continue to dominate decision-making? 

We have seen some progress in consumer perceptions of packaging. In our Trend Tracker survey, 41% of consumers said they would be willing to spend more on a product if it were packaged using sustainable materials. We have to assume this would also translate into decision-making for other products. Messaging that conveys that on packaging reinforces the narrative to consumers.

11. If there is one message the tissue industry must communicate more clearly to environmentally conscious consumers and businesses, what should it be - and why? 

We believe the overarching message is that it is okay to use and love paper products. It’s an everyday essential that operates quietly in the background of daily routines, meaning improvements in fiber sourcing, energy efficiency, water stewardship, or emissions reductions often go unnoticed by consumers.