CHICAGO—  Some of the consequences of greenwashing are obvious.  Clearly, unsubstantiated environmental claims mislead consumers, often causing them to take actions they would not otherwise consider. Research has shown that when people see and hear unsubstantiated claims over and over again, they start to believe them as true. A 2022 study showed that among public who had repeatedly seen “go green, go paperless” and similar claims from their banks, utility companies and other services providers, 65% were influenced to switch from paper to electronic bills and statements. Greenwashing claims can also cause reputational harm, not only damaging the credibility of companies that make such claims, but also casting doubt over the valid claims of companies that are contributing to real environmental progress.One of the least discussed but most damaging consequences of paper-related greenwashing is economic in nature. When respected companies, media and producers of competing materials make unsubstantiated environmental claims, they negatively influence consumers’ perceptions of paper products and put at risk the livelihoods of workers across the print, paper, paper-based packaging and mail sector.