Two Sides

What Two Sides does

Two Sides, founded in 2008 and headquartered in Daventry, United Kingdom, is a not-for-profit global initiative that promotes the sustainable and attractive attributes of print, paper, and paper packaging. The organization operates as a cross-value-chain advocacy body serving companies across the entire graphic communications supply chain — from forestry and pulp/paper manufacturing, through packaging and printing, to postal operators — with active regional entities in Europe, North America, South America, South Africa, Australia, and New Zealand. Its core outputs are advocacy campaigns (Love Paper, Anti-Greenwash), educational resources (Myths & Facts booklet, Fact Sheets, Insight Articles), research (biennial Trend Tracker consumer survey of 12,400 consumers), publications (The Page magazine, three times per year), and industry events (annual Power of Print seminar, Love Paper Week).

The organization has no proprietary technology platform — its "product" is content, campaigns, and the Love Paper registered trademark, which reaches over 20 million consumers monthly through newspaper and magazine advertising. Revenue is generated exclusively through membership fees structured at £75 per £1m of business turnover with a £565 annual minimum, providing members access to campaign materials, branding licenses, networking events, and research. Named members include major industry participants such as UPM, Stora Enso, Smurfit Westrock, Royal Mail, Canon, HP, Ricoh, Fedrigoni, Sappi, and The Navigator Company, alongside the 4evergreen/CEPI alliance relationships. The organization is led by Chairman Martyn Eustace and Managing Director Jonathan Tame, with a small team of seven identified staff including UK Campaign Manager Josh Birch and Greenwash & Membership Manager Gina Smith.

Name

Two Sides

Legal name

Two Sides

Website

https://twosides.info

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Two Sides is a UK-headquartered not-for-profit global initiative, founded in 2008, that advocates for the sustainability of print, paper, and paper packaging on behalf of companies spanning the entire graphic communications supply chain across Europe, the Americas, Africa, Australia, and New Zealand.

Ownership category

akta.pro rank

Product category

Industry Trade Association

NAICS

Environment, Conservation and Wildlife Organizations (813312), Marketing Research and Public Opinion Polling (54191)

SIC

Services-Advertising (7310)

akta.pro primary industry

Cause Marketing & Co-Promotions (BPAFAMAK)

Keywords

• Sustainability advocacy
• Industry trade association
• Membership organization
• Paper industry campaigns
• Anti-greenwash advocacy

Headquarters

HQ city

Daventry

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership Fees: Two Sides generates revenue exclusively through membership fees. The membership fee is calculated at £75 per £1million of business turnover, starting at a minimum of £565 per year. 100% of funding is spent delivering the campaigns. This subscription-based model provides members with access to all campaign materials, resources, branding tools, and networking opportunities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Two Sides is a not-for-profit global initiative that promotes the sustainability and attractive attributes of print, paper and paper packaging through advocacy campaigns, anti-greenwash engagement, fact-based research, and educational resources. It operates as a membership-funded coalition of companies across the graphic communications supply chain (forestry, pulp and paper manufacturing, packaging, printing, publishing, postal) and delivers value through campaigns such as Love Paper and Anti-Greenwash, the biennial Trend Tracker consumer survey, The Page magazine, fact sheets, and the annual Power of Print seminar.

Product overview

Two Sides is a not-for-profit global initiative founded in 2008 that operates as a campaign organization rather than a software product. Its offering consists of multiple advocacy campaigns and educational resources including the core Two Sides campaign, the Love Paper consumer campaign (launched 2012, relaunched 2019 with its own identity), and the Anti-Greenwash Campaign. Supporting products include The Page magazine (published 3x yearly), the Myths & Facts booklet, Trend Tracker Survey (biennial consumer research), Fact Sheets series, Insight Articles, Power of Print Seminar (annual event), and Campaign Update newsletter. The organization also facilitates membership programs and provides resources for the print, paper, and paper packaging industries to communicate their sustainability credentials.

Differentiator

Problem solved

Functional benefit

Brands

• Love Paper: A global consumer-focused campaign launched in 2012 to improve perceptions and raise awareness of the sustainability and attractiveness of print, paper and paper-based packaging. The Love Paper logo is a registered trademark that reaches over 20 million consumers every month through advertising in newspapers and magazines.

Products and services

• Two Sides Membership Tiered annual membership (calculated at £75 per £1 million of business turnover, minimum £565/year) for companies across the graphic communications supply chain, providing access to campaign materials, branding licence rights, networking, training, expert advice and co-branded resources.
• Love Paper Campaign Global consumer-facing campaign promoting the sustainability and attractiveness of print, paper and paper packaging, with a registered trademark reaching over 20 million consumers monthly through newspaper and magazine advertising; available to Two Sides members for co-branding.
• Anti-Greenwash Campaign

Quantifiable outcome

• Over 1,000 organisations removed misleading 'Go Paperless' environmental claims following Two Sides engagement
• +2 more outcomes

Named customers23 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• BPIF (British Printing Industries Federation)coreStrategic or Co-development PartnerBPIF is a strategic partner in organizing the annual Power of Print seminar, bringing together industry experts and providing educational content on the future of print.
• Canon EuropecoreStrategic or Co-development PartnerCanon Europe co-organises the Power of Print seminar as a key industry event showcasing print innovation and sustainability, with speakers including Clive Booth from Canon Europe.
• FedrigonicoreStrategic or Co-development PartnerFedrigoni partners with Two Sides to co-organise the Power of Print seminar and is a member of Two Sides.
• PrintweekcoreStrategic or Co-development PartnerPrintweek is a media partner for the Power of Print seminar, providing industry coverage and promoting the event.
• 4evergreencoreStrategic or Co-development PartnerCross-value chain alliance initiated by CEPI seeking innovation in packaging performance and recycling systems. Two Sides supports and promotes 4evergreen's goal of 90% recycling rate for fibre-based packaging by 2030.
• CEPI (Confederation of European Paper Industries)coreStrategic or Co-development PartnerCEPI initiated the 4evergreen alliance and provides key statistics and research used by Two Sides. Two Sides collaborates on sustainability messaging for the European paper industry.
• FSC (Forest Stewardship Council)coreOthersForest certification scheme that Two Sides promotes to ensure wood fibre originates from sustainable sources. One of two primary certification schemes referenced.
• PEFC (Programme for the Endorsement of Forest Certification)coreOthersForest certification scheme that Two Sides promotes to ensure sustainable sourcing. 90% of market pulp comes from PEFC certified sources.
• PEFC UKminorOthersListed as partner member of Two Sides, promoting forest certification schemes.
• ASA (Advertising Standards Authority)minorOthersUK advertising regulator whose rules Two Sides references regarding environmental claims. Marketing claims must be clear, truthful, accurate and not misleading.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Forest Stewardship Council (FSC): Global non-profit promoting responsible forest management through certification. Two Sides actively promotes FSC as a credibility mechanism; comparable as a sustainability-standard advocacy body for the upstream paper supply chain.
• Sustainable Packaging Coalition: Industry working group convened by GreenBlue advancing sustainable packaging design and recovery. Comparable cause-marketing/advocacy counterpart focused on packaging sustainability, with overlapping member brands.
• CEPI (Confederation of European Paper Industries): European-level trade association for pulp and paper manufacturers that Two Sides references extensively and partners with via the 4evergreen alliance. Directly comparable as industry-funded advocacy body for European paper sustainability.
• American Forest & Paper Association (AF&PA): US national trade association for the forest products industry, running its own sustainability advocacy and Better Practices programs. Comparable as a regional industry advocacy counterpart serving a similar membership base.
• Paper & Packaging Board: US checkoff program funded by paper and packaging manufacturers to promote the industry's products and sustainability credentials. Direct functional peer in industry-funded consumer marketing and promotion.
• PEFC (Programme for the Endorsement of Forest Certification): International forest certification scheme endorsed by Two Sides as a credible sustainable-sourcing mechanism. Comparable as a peer certification and advocacy body operating in Two Sides' upstream value chain.
• The Recycling Partnership: US non-profit funded by consumer goods companies and packaging producers to improve recycling systems. Comparable as industry-funded, mission-driven advocacy organization operating adjacent to paper/packaging circularity messaging.
• Print Power: European campaign (housed within Intergraf) promoting the sustainability and effectiveness of print media. Closest functional analogue to Two Sides' Love Paper/Anti-Greenwash mission but with a print-only (vs paper/packaging) remit.
• 4evergreen: Cross-value chain alliance initiated by CEPI targeting a 90% recycling rate for fibre-based packaging by 2030. Two Sides is a known promoter; directly comparable as a coalition-based sustainability advocacy entity in the paper/packaging space.

Broad incumbents

• Intergraf: European federation representing the graphical industry (printers, suppliers). Hosts Print Power and overlaps Two Sides' scope but with a broader industry-representation remit including labour, trade, and policy advocacy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/twosidesuk
• YouTubeyoutube.com/user/TwoSidesUK
• Facebookfacebook.com/pages/Two-Sides-UK/250487878302211
• LinkedInlinkedin.com/company/twosidesuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Two Sides