Google Removes Anti-Paper Environmental Claims[1]Google and Paperless2013: Thank you for removing your “anti-paper” environmental claims!

March 18, by Two Sides U.S.

If you are a Two Sides follower, you may recall our open letter (and press release) to Google Chairman urging him and Google to re-consider their participation in the Paperless2013 initiative, and especially to consider removing or changing the negative environmental claims being made related to paper.  By this we mean the reference to “saving trees” and promoting the perception that switching from paper-based to electronic communications will help protect the environment without having any verifiable or factual information to support the claims.

Challenging and correcting misleading environmental claims related to print and paper has been a focus of Two Sides in Europe for a number of years and more recently in the US after we launched our campaign in July 2012.  Since then, we have approached over 50 US companies to engage with them and discuss best practices for environmental marketing related to print and paper.  Although Google was not on our list, the start of Paperless 2013 in January this year required our quick response.

What followed was unexpected.  Our letter received a lot of coverage, perhaps in part because it was addressed to the Chairman of Google.  Others also became engaged with their views regarding Paperless2013, including PIA who also sent a letter.  PrintMediaCentre was very active on social media and this had a major impact in engaging people to the point where the Twitter feed for Paperless2013 was dominated with tweets in favor of paper!

The good news is: changes have been made.  There are no longer any environmental claims on the Paperless2103 site or Twitter home page and all pictures of trees or forests have been removed.  The main tag line now is “Take the paper out of paperwork”, instead of “Save money. Save time. Save trees”.   The screenshots before and after are shown below and in more detail here. website on Jan. 3, 2013  website on March 15, 2013

For this we would like to thank the Paperless 2013 coalition.  It is all we were expecting and we appreciate the positive actions taken. Read more...



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