Future-ready: why paper is now a strategic, sustainable choice for brands

The article at a glance

•  Paper is now recognised as a clean, strategic industry in the EU’s Clean Industrial Deal.
•  Marketers often underestimate the verified sustainability of modern print.
•  Print combines emotional engagement with a measurable, low-carbon footprint.
•  Programmatic and data-driven print make it precise and waste-reducing.
•  In a scroll-heavy digital world, print builds trust and attention.

This policy shift comes at a crucial time. With geopolitical competition intensifying and energy prices remaining volatile, Europe needs to reinforce its industrial base. Yet climate targets remain non-negotiable. For the paper industry — long seen as a resource-heavy sector — its inclusion in the CID marks a significant reputational and strategic turning point.

As Marco Eikelenboom, CEO of Sappi Europe and Chair of the Confederation of European Paper Industries (CEPI), puts it “We’re no longer seen as part of the problem, but as part of the solution. For advertisers and brand owners, that changes the narrative around print — from legacy liability to climate-aligned opportunity.”

The announcement, led by Wopke Hoekstra, EU Climate Commissioner, reflects growing political recognition that decarbonisation must be coupled with industrial resilience — and that sectors like pulp and paper are part of Europe’s clean-tech future.

A rethink on print and sustainability

Eikelenboom is clear that the CID’s inclusion of the paper sector is about more than policy — it’s a signal to brands and marketers to re-evaluate outdated assumptions. “Marketers often underestimate how much print has evolved. The perception that print equals deforestation or waste simply doesn’t hold up anymore. In fact, when done right, print can outperform digital in both engagement and sustainability.”

One of the most overlooked aspects, he says, is the comparative footprint of media channels. While digital platforms are typically framed as the “green” option, their energy consumption — especially from data centres, streaming and device manufacture — is frequently ignored “There’s this myth that digital is carbon-free. But from a full life cycle perspective, digital can carry significant emissions. Print, especially when sourced responsibly and used efficiently, may actually be the lower-impact choice.”

Print as a measurable, circular medium

Part of what makes print more sustainable today is its traceability and verifiability — qualities increasingly required in ESG-driven marketing. “The beauty of print is that we can measure it,” says Eikelenboom. “We can provide third-party verified Life Cycle Analyses, carbon footprint data, and certified sourcing. In today’s media environment, that’s gold.”

Print has become a circular, renewable channel. Paper in Europe is often FSC- or PEFC-certified, over 70% is recycled, and more than half the energy used in production comes from renewable biomass. These credentials allow marketers to build campaigns that are not just low-carbon, but credibly so.

“It’s no longer enough to make vague claims. Brands need proof — and we can deliver that proof.”

A medium of trust and attention

Beyond its environmental profile, Eikelenboom believes that print offers a unique strength in the digital age: depth of engagement.

“In a world of constant scrolling, print offers pause. It has texture, weight — a physicality that commands attention and builds trust. That emotional resonance is incredibly valuable for brands.”

He points to research showing that print often achieves higher recall, stronger brand trust, and longer dwell time than digital ads. When used as part of a hybrid campaign, print doesn’t compete with digital — it enhances it. “This isn’t about print versus digital. It’s about using each channel for what it does best. Print is the ‘craft’ medium — deliberate, targeted, and high-value.”

Precision without waste

One of the long-standing critiques of print advertising has been its perceived inefficiency — mass mailouts, wasted inserts, imprecise targeting. But here too, Eikelenboom says, the picture has changed.

“We now have tools like programmatic direct mail, which combine digital data with the physical power of print. That means highly personalised, relevant communication — without the waste.”

This makes print both sustainable and effective. Campaigns can now be optimised for reach and resonance while reducing material use and distribution costs. “Print no longer means ‘spray and pray’. It means targeted impact — with accountability built in.”

Rethinking media planning for a low-carbon future

As more brands adopt science-based climate targets and face growing scrutiny around greenwashing, the demand for low-impact, high-performance media channels is rising fast. “What marketers need is confidence,” says Eikelenboom. “Confidence that their media choices support their ESG goals, and confidence that they still deliver results.”

This is where print’s transformation becomes strategically valuable. It’s not just clean — it’s credible. “We offer a media solution that aligns with EU climate goals, holds up to data-driven scrutiny, and creates a physical connection that digital just can’t replicate.”

From progress to recognition

The Clean Industrial Deal’s recognition of the paper industry builds on two decades of quiet but substantial environmental progress:

• Paper recycling rates in Europe now average 71–73%, with packaging paper exceeding 80%.
• Carbon emissions from European mills are down nearly 46% since 2005.
• Over half of mill energy comes from renewable sources.
• Most fibre is now certified sustainable, with over 70% of European forests certified under FSC or PEFC.

These gains are significant, but Eikelenboom believes the perception shift is just as important:  “We’ve done the hard work. Now it’s time to tell that story — and ensure media planners, agencies and brands see print for what it truly is: a strategic, sustainable, and emotionally engaging choice.”

The role of Cepi: from compliance to leadership

As Chair of Cepi, Eikelenboom also highlights the role industry associations have played in this transformation — not only supporting environmental improvements, but actively shaping policy.

Cepi’s 2050 Roadmap, launched in 2011, set ambitious decarbonisation targets well ahead of many other sectors. The organisation has since worked closely with the EU on policies like the Bioeconomy Strategy, the EU Green Deal, and now the Clean Industrial Deal. “Cepi didn’t wait for change — we helped shape it. That proactive stance built credibility and made today’s recognition possible.”

Print media: a channel reinvented

Print media is not making a comeback. It’s making a reinvention. Supported by measurable sustainability data, elevated by policy inclusion, and enhanced by technological innovation, print is now a viable, verifiable part of any climate-conscious communication strategy.

“The question is no longer ‘is print sustainable?’” says Eikelenboom. “It’s ‘why wouldn’t you use a medium that delivers results, builds trust, and supports your ESG goals?’ That’s the opportunity we’re offering.”

For marketers under pressure to prove both impact and integrity, reimagined print is not a fallback — it’s a forward move.