The print and paper advocacy group contacted REWE following its published decision to cease production of its weekly promotional paper flyers from 1 July 2023.
In a press release published in July 2022, REWE stated that: “This will have a huge impact on the environment, climate, and the sustainable use of resources, saving more than 73,000 tonnes of paper, 70,000 tonnes of CO2, 1.1 million tonnes of water, and 380 million kWh of energy per year.”
Two Sides said it believed these statements were sensational and misleading in terms of their environmental claims and the statistics used. Its communication with REWE also pointed out that the company’s press release included no acknowledgement that digital media has a measurable impact on the environment.
Two Sides said it asked REWE to desist from making these statements and provide detailed substantiation of the environmental benefits claimed.
The organisation said its communication to REWE pointed out that for a company to make these claims, a detailed and specific life cycle analysis of the impacts of digital versus paper must have been conducted.
“It is too often perceived that a digital equivalent of paper communication has zero environmental impacts. However, the impact of the personal computer, phone or other device receiving and downloading information, along with the infrastructure required to provide this information, cannot just simply be ignored,” Two Sides stated.
“Furthermore, many recipients of REWE digital communications will go on to print information, particularly in-store discount vouchers, which may be far more impactful on a home printer.
“Any impact statement on the environmental benefits of removing print and paper must consider and have an assessment of the digital impact and the net benefit. Too often environmental impacts are simply displaced, not to mention pushing the cost and inconvenience, to their customers.”
Two Sides said it also refuted the claim that “1.1 million tonnes of water” are used in the production of the flyers.
“Process water is used within manufacturing, but this water does not disappear. In Europe, 87.3% of intake utilised is surface water, such as rivers and lakes, and it is important to recognise that intake does not equal consumption,” it stated.
“Around 90% of the water used in the European paper industry is returned to source after treatment.”
Jonathan Tame, managing director of Two Sides, said: “REWE’s actions and its justifications on environmental grounds are really disappointing. We accept that companies are looking to save money, but these statements are not just misleading but hugely damaging to an industry that employs in the UK alone 105,000 people (640,000 in Europe), in more than 7,400 businesses (112,000 in Europe [EU27 + UK, Switzerland and Norway]).”
Two Sides has asked REWE to provide it with fact-based information, including a detailed and specific life cycle analysis of the impacts of the digital communications versus the paper leaflets they replace.
In addition, it said that if REWE is unable to provide proper substantiation “to support sensational environmental claims”, it has asked that the group desists from making any further statements that a move to digital communications is better for the environment.
