Two Sides has sent a letter to the German retail group REWE informing them of their misleading claims about print media’s environmental impact.
Two Sides, the global organisation dedicated to promotion of the sustainability of print, paper and paper packaging, has written to REWE following the German retail group’s published decision to cease production of its weekly promotional paper flyers from 1st July 2023. REWE published a statement in a July 2022 press release that stated:
“This will have a huge impact on the environment, climate, and the sustainable use of resources, saving more than 73,000 tonnes of paper, 70,000 tonnes of CO2, 1.1 million tonnes of water, and 380 million kWh of energy per year.”
Two Sides deems that the statements made by these companies are misleading and sensational in regards to their environmental claims. Its communication with REWE also points out that the retail company’s press release includes no acknowledgement that digital media has a measurable impact on the environment. REWE is asked to stop making such misleading claims and give detailed proof of their environmental benefits.
Two Sides’ communication with REWE clarifies that a life cycle impact analysis of paper versus digital must be conducted by a company before it can make such claims. Too often, it is believed that the digital equivalent to paper-based communication does not have any environmental impact. The impact on the environment of using a computer, mobile phone, or any other electronic device to receive and download information as well as the infrastructure needed to deliver this information can’t be overlooked. Many recipients of REWE’s digital communications go on to use their home printer to print the information they receive, especially in store vouchers. This can have a greater impact on the environment than if it was printed on an office computer. In any statement about the benefits to the environment of eliminating print and paper, the digital benefit and impact must be assessed. The environmental impact is often simply deferred, and the costs or inconveniences are passed on to customers.
Energy consumption for digital technology is rising by 9% per year. Digital technologies’ share in the global GHG (greenhouse gas) emissions has doubled between 2013 and 2019 from 2,5% to 3,7%. ICT emissions could reach 14% by 2040 if they are not checked. Paper and printing products emit 0.8% of greenhouse gases.
Two Sides also refutes the claim that “1.1 million tonnes of water” are used in the production of the flyers. This water doesn’t disappear. Surface water such as lakes and rivers makes up 87.3% in Europe. However, intake doesn’t equal consumption. After treatment, 90% of water that is used by the European paper industry goes back to its source.
Brands should consider not only the effectiveness of their strategy, but also how consumers want to receive and read information. WELT conducted a survey recently and interviewed other retailers. Aldi Sud Edeka and Lidl responded that customers want paper communication5. We must also remember that some people cannot access digital communication due to their lack of digital device or disability. It is important to remember that the people most at risk and in greatest need are often those who live within our community.
The consumer understands that businesses who make misleading claims about digital communications and the environment are really trying to save money. Two Sides surveyed more than 10,000 people in 2023, and Toluna conducted the survey.
Germany 75% believes that consumers should be able to select whether they want their communications digitally or in print.
German consumers are 57% sure that when they hear a provider ask me to go digital and claim it’s better for the planet, I know they really want to cut costs. (Europe 55%)
Two Sides demands that REWE provides Two Sides with facts-based information. Included in this is a specific and detailed life cycle comparison of the impact of digital communications as opposed to the paper leaflets which they are replacing. Two Sides requests that REWE refrain from making further claims that digital communication is more environmentally friendly if it cannot provide the proper evidence to back up their sensational statements.
Jonathan Tame, Managing Director of Two Sides, said: “REWE’s actions and its justifications on environmental grounds are really disappointing. We accept that companies are looking to save money, but these statements are not just misleading but hugely damaging to an industry that employs more than 640,000 people in 7,400 businesses in Europe.”
The Shift Project, 2019
2European Commission, 2020.
3European Environment Agency, Annual European Union Greenhouse Gas Inventory 1990-2018, 2020
4CEPI Key Statistic, 2022
5https://www.welt.de/wirtschaft/article246054880/Rewe-Nachhaltigkeit-derLebensmittelhaendler-will-seine-Kunden-umerziehen.html