Celebrating Love Paper Week at KNP

From time to time, it can be good to stop and question what we’re told and what we’ve come to accept. That’s exactly why important initiatives like Two Sides and campaigns such as Love Paper exist. And why we’re proud to celebrate Love Paper Week, 2nd-6th Feb 2026, at KNP.

In our digital-first world, paper still plays a positive and effective role in how we communicate and connect with individuals and other businesses. But there are plenty of misconceptions around paper, print & packaging. Particularly when it comes to sustainability.

Take these two examples: Over a third (35%) of European consumers believe paper & paper packaging are bad for the environment. Guess what, they’re not, and we’ll explain why. And only a 25% think paper’s recycling rate exceeds 60%. The reality? It’s closer to 75%, higher than any other material in Europe.

That gap between perception and reality is exactly why Love Paper Week matters. It’s a chance to set the record straight, and why we’re right behind it.

Forests aren’t disappearing. They’re growing

One of the most persistent myths around paper is that using it automatically means you’re harming forests. But the fact is paper doesn’t come from deforestation, it comes from carefully managed, renewable forests.

Trees are grown, harvested responsibly, and replanted as part of a long-term cycle. In many European regions, forests are actually expanding, not shrinking, because paper relies on forests continuing to exist. Makes sense when you think about it like that doesn’t it.

At KNP, we’re FSC® certified, which means the paper we use comes from responsibly managed forests that meet strict environmental and social standards. Paper, when sourced properly, is part of a sustainable system. It’s not a problem to be solved.

Digital isn’t always the greener option

Another assumption we see a lot is that digital communication is automatically better for the planet. No paper, no printing, no transport, right?

On the surface, you might think that feels logical. But digital has a footprint too. Emails, cloud storage, online advertising, streaming and AI all depend on energy-intensive data centres. Data centres that run 24/7 and require enormous amounts of power and water to stay cool.

Love Paper Week 2026 rethink digital | KNP

Print, on the other hand. Once it’s produced, it doesn’t need energy to exist. It isn’t constantly refreshed, stored or cooled. It simply does its job, and often for far longer than and more effectively than a digital message does.

Love Paper Week isn’t about ‘print versus digital’. It’s about recognising both have an impact and helping people make informed choices about when and how we use each.

How we reduce our impact at KNP

For us, sustainability isn’t a new, trendy bandwagon to jump on. It’s long since been central to how we operate and every decision we make. We’re proudly:

  • FSC® certified
  • ISO 14001 accredited
  • Carbon neutral
  • Solar powered
  • Fossil fuel free
  • Executive members of Two Sides, who champion Love Paper
  • Ecologi associates, planting a tree for every job we do

And we constantly work to reduce our waste, energy use and emissions. Because doing things responsibly matters just as much as doing them well.

Print performs

Sustainability means avoiding waste. But when it’s properly considered it also means avoiding wasteful marketing. And that’s where well-planned print comes into its own.

Print doesn’t just look nice. It works. Direct mail in particular consistently outperforms many digital channels when it comes to engagement, recall and response, especially when it’s well targeted and thoughtfully designed.

Printed mail is more likely to be noticed, more likely to be remembered, and more likely to drive action for days, not just seconds after it’s received.

From a customer’s point of view, print stands out too. Physical mail often feels more trustworthy, creates stronger emotional engagement, and it’s easier to recall than digital messages. All of which are massive when it comes to why people respond.

If you want to delve into more detail on how well print performs, check these out:

A week to rethink, not rewind

Love Paper Week isn’t about going backwards or rejecting digital. It’s about challenging assumptions, sharing facts, and recognising that responsibly sourced print absolutely has a place in modern marketing.

For us at KNP, it reinforces what we already know. Sustainable print is a powerful, dynamic and effective marketing tool that delivers results.

And we love it.

Shall we talk about your next print project and see how we can help? Get in touch with one of the team today.

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