Josh Birch, campaign manager, Two Sides

Having been part of the company for seven years, Josh Birch is set to become Two Sides’ managing director in the new year. Assistant editor, Benjamin Austin sat down with Jonathan Tame’s successor as he shares his thoughts on the industry, the challenges facing the organisation and his plans for its future.

How did you get into the industry?

I joined Two Sides almost seven years ago now and, although I didn’t come from a traditional print or paper background, I quickly became aware of how big and
incredibly diverse our industry is. Working at Two Sides has given me exposure to almost every part of the print, paper and paper-based packaging value chain, from forestry and paper manufacturing through to printers, publishers, packaging producers, postal operators and brands.

What attracted you to it?

What struck me quite quickly was the gap between the reality of the industry and public perception, including my own before I joined Two Sides. There are still widespread misconceptions around paper, from forests and recycling to the assumption that switching from paper to digital is automatically better for the menvironment. The opportunity to educate and help close that gap really appealed to me. Two Sides takes what can be complicated research and sustainability information and turns it into clear, credible communications that businesses and consumers can understand.

When did you join Two Sides? What career path has led you to MD?

I joined Two Sides in 2019 with my very first working day at the annual Power of Print seminar in London. It was certainly a very busy and full-on introduction to the industry. Since I joined, I’ve gradually taken on greater responsibility across our communications, research, campaigns and member engagement. This has included developing and rebranding both Two Sides and Love Paper, our Anti-Greenwash campaign, conducting and expanding the Trend Tracker consumer research, producing industry resources and organising events.

From January 1, I’ll succeed Jonathan Tame as managing director of Two Sides Europe. I’m fortunate to be taking over an organisation with a very strong foundation.

What are the key challenges that are being faced by Two Sides?

Perception remains one of the biggest challenges. Our 2025 Trend Tracker research, covering 12,400 consumers across 17 countries, showed that misconceptions around forestry, recycling and the environmental impacts of paper persist.

As the industry evolves, so too must Two Sides.

Historically, we’ve been closely associated with graphic papers and print, but paper-based packaging is now an increasingly important part of our work. We need to make sure our messaging, research and membership proposition evolve alongside the industry while remaining a trusted source of credible environmental information.

How far is greenwashing a big issue in the industry?

It remains a significant issue. For many years we’ve challenged organisations using claims such as ‘Go Green, Go Paperless’ or ‘Save Trees. Go Paperless’, which create the misleading impression that switching to digital communications is inherently better for the environment.

More recently, we’ve seen greenwashing becoming increasingly relevant within packaging too. As brands look for new materials and ways to demonstrate their sustainability credentials, we’re seeing claims around alternative fibres, recyclability, carbon and ‘tree-free’ packaging that aren’t always supported by robust evidence or fair comparisons.

This is an area where I see our Anti-Greenwash campaign expanding. Two Sides isn’t there to say one material or solution is always better than another; our role is to challenge misleading claims about print, paper and paper-based packaging and encourage environmental comparisons to be specific, evidence-based and substantiated.

How is Two Sides looking to address issues within the industry?

Education is at the heart of what we do. We produce fact sheets, research, insight reports, videos, webinars and other resources covering sustainable forestry, recycling, water, energy, paper packaging and the environmental impacts of digital communication.

Our Trend Tracker research also helps the industry understand what consumers actually think about print, paper, packaging and the environment.

Alongside this, the Love Paper campaign enables us to communicate directly with consumers, while our Anti-Greenwash campaign directly challenges misleading environmental claims. Ultimately, we want the industry to have a strong, consistent and evidence-based voice.

What support are you receiving from the industry? Have you been recognised for your efforts?

The support we receive from the industry is fundamental. Our members span the print, paper and paper-based packaging value chain and amplify our campaigns, share our resources and provide expertise that helps ensure our information remains robust. The more members we have, the louder and more consistent our messages become.

It’s also encouraging to see our work recognised by the wider industry. Most recently, Two Sides was Highly Commended for Sustainability Advocate at the IPIA Recognising Excellence Awards 2025.

Recognition like that reflects the collective efforts of our team, members and supporters.

How can the industry help itself fight greenwashing? What key changes, if any, have been noticed while you have been involved in the group?

Consistency and evidence are incredibly important. The industry should be confident in telling its sustainability story, but claims must be accurate, specific and supported by credible sources. We also have to hold ourselves to the same standards that we expect from organisations making claims about our products. This will become even more important as the EU’s EmpCo Directive comes into effect. One positive change I’ve seen is much greater awareness of greenwashing and the need to substantiate environmental claims. Our experience shows that constructive engagement works.

Many organisations aren’t deliberately misleading consumers but are repeating outdated assumptions or using environmental language without fully considering the evidence behind it.

Where do you hope the industry will be in accordance with your goals in the next five years?

I’d like to see an industry that’s more confident and consistent in communicating its sustainability story. We have a great story to tell, but we need to make sure it’s supported by credible evidence and communicated in a way that resonates beyond our own industry.

In five years, I hope we’ve made real progress in addressing some of the misconceptions that still surround print, paper and paper-based packaging, while also embracing the opportunities that come from innovation and the continued growth of fibre-based packaging. For Two Sides, our role will be to help bring the industry together around clear, credible messaging and ensure that consumers and businesses have the facts they need to make informed choices.

What is next for yourself and Two Sides?

There is a lot happening right now at Two Sides. We’ve just published our new Love Paper website and are developing the new Two Sides website, integrating AI-assisted translations to help make our content available across more European markets.

I also want us to engage more directly in countries where Two Sides currently has limited representation and continue developing what membership means and the value we provide.

For me, becoming managing director is an opportunity to build on what already works while evolving the organisation. The industry is changing, and Two Sides needs to change with it while remaining an authoritative and effective voice for print, paper and paper-based packaging.