—  New research from Two Sides, the 2025 Trend Tracker survey, has revealed encouraging progress in consumer perceptions of print, paper, and paper-based packaging. Conducted across key markets, the survey points to increasing awareness of sustainability facts, and the essential role of paper in a circular economy.  The paper advocacy group said a growing number of consumers understand the facts about forests and the environmental credentials of paper. The belief that forests are shrinking, while still held by a majority, has reduced from 60% in 2023 to 56% this year. Meanwhile, those correctly recognizing that forests are in fact growing has edged up slightly to 16%, from 15% in 2023, which Two Sides said was a small but significant sign that education and transparency are making a difference. One in four consumers (25%) now correctly understand that more than 60% of paper is recycled, up from just 18% in 2023.