Sustainable paper increases the potential of print advertising
Recent studies show that consumers in Europe trust printed communication. The shift from printed to digital communication could have a negative impact on consumer spending.
A steady decline in printed communication does not reflect what consumers really want. For them, flyers, direct mail, and brochures play an important role in their decision-making process. This is a key point in the German study – Prospektmonitor 2025. Studies from the United Kingdom and the Netherlands come to similar conclusions. The Dutch study even shows that the switch to digital advertising can lead to consumers visiting stores less often and spending less money there. In the German study, 78 percent of respondents said they regularly read brochures. By comparison, only around 40 percent read newspapers.
Printed brochures remain important
Data from the United Kingdom shows similar trends. The JICMAIL report for the fourth quarter puts the proportion of people who interacted with direct mail and flyers at 77 percent.
«The study by IFH Media Analytics shows that printed brochures remain an important medium for communicating offers and have not lost their relevance despite the rise of digital media,» says Dirk Götz, Manager Sales Operations Central Europe at Holmen Board and Paper, a leading paper manufacturer. «Given the flood of digital content, it is difficult for individuals to keep track of good offers and reputable content.»
Sustainability as a key factor
Another important finding from Prospektmonitor 2025 is how consumers view printed communication from a sustainability perspective. A key reason for companies to switch from printed to digital communication was the concern that they would be perceived as less environmentally conscious.
However, the German study shows that 48 percent of respondents consider printed materials to be sustainable if they are made from recycled paper. And 35 percent share the same view if wood from sustainably managed forests is used to produce the paper. The study reinforces Holmen's strategy of producing paper from sustainably managed forests.
«I am proud to say that Holmen can offer valuable solutions that are not only sustainable but also offer the best value for money. This means that printed communication will continue to be an economically viable option for our customers,» says Dennis Hansson, Sales Director – Graphical Segment.
Long-term partnership with sustainable benefits
Most consumer-oriented companies would benefit from expanding their printed communications. Consumers want this, and the advantages are also obvious in terms of environmental protection.
But for this to happen, brands and printers need long-term partnerships with manufacturers. In addition, the paper produced must meet the strictest sustainability criteria.
Source: Holmen Board and Paper
