In today’s digital-first world, audiences are growing weary of constant online bombardment and increasingly sceptical of AI-generated content. At the same time, paper is often dismissed as an ineffective and unsustainable medium. However, studies are now uncovering the true impact of our digital world, not only on our environment, but on how we retain and recall information.
Paper vs. Pixels: Rethinking Sustainability in a Digitally Dominated World
As sustainability becomes a core value for consumers and businesses alike, the assumption that “digital equals green” is being challenged. While digital tools offer convenience and speed, their environmental impact is often underestimated. In contrast, paper, long criticised for its environmental footprint, is proving to be a more sustainable choice in many contexts.
The Digital Dilemma: A Growing Carbon and E-Waste Crisis
The digital world runs on data, and data runs on power. Every email, cloud-stored file, and streamed video contributes to the growing energy demand of data centres. With Amazon Web Services (AWS) planning a massive cloud infrastructure investment in New Zealand, concerns are mounting about the strain on our already stretched power grid.
Talkback radio and public forums have voiced strong backlash over the potential impact of these data centres on electricity prices and supply. With power costs already among the highest in the OECD, many New Zealanders are questioning whether our renewable energy should be used to fuel global tech giants or support local communities and industries.
Beyond energy, the digital world also generates a staggering amount of electronic waste. According to Two Sides, the world produced over 53.6 million metric tonnes of e-waste in 2020 - more than the weight of the Great Wall of China. Only 17.4% of this was formally recycled. Devices like smartphones, laptops, and tablets have short lifespans and are difficult to recycle due to complex materials and hazardous components.
Paper: A Renewable, Recyclable, and Responsible Choice
Contrary to popular belief, paper is one of the most sustainable products available. It is made from a renewable resource - trees grown in sustainably managed forests, and is recyclable up to seven times.
New Zealanders are increasingly recognising the value of paper. Not just environmentally, but cognitively and culturally, according to research from the VMA, Visual Media Association, and Two Sides Trend Tracker report, April 2025.
- 61% of Kiwis prefer reading paper books
- 52% believe children and students learn better with printed books and course materials, rather than digital
- 41% agree they understand news better in print than online
- 64% believe paper or cardboard packaging material is better for the environment
- 81% recycle paper-based packaging after use
- 67% agree it is important to use paper products from sustainably managed forests
Print: Trusted, Effective, and Sustainable
Beyond trust and action, print also supports better cognitive engagement. Reading on paper improves focus, memory retention, and comprehension compared to digital screens. With many respondents reporting digital overload and concerns about the health impacts of excessive screen time. Print offers a healthier, more effective medium for communication, learning and information.
- 60% of Kiwis say they don’t pay attention to most online ads
- 49% actively block or avoid online marketing
- 58% are increasingly concerned about their information being hacked, stolen, or lost
Additionally, postal mail and print marketing are seen as more personal and credible, with 33% of Kiwis preferring marketing mail to be personally addressed. This reinforces the value of tangible, targeted communication in a world saturated with digital noise.
Marketing ourselves into a Digital Corner
As NZ Marketing Magazine points out, the rush to go fully digital has led many brands into a “digital corner”, over-relying on online channels while neglecting the tangible, trusted impact of print. Consumers are increasingly overwhelmed by digital clutter, and print offers a refreshing, credible, and environmentally responsible alternative.
Print marketing, when done sustainably, not only stands out but also aligns with growing consumer demand for authenticity and environmental stewardship. Providing a handy insight for business to gain greater brand awareness and build trust with their audience.
A Balanced Approach to Sustainability
Sustainability isn’t about rejecting digital tools, it’s about using them wisely and in balance with other mediums. By choosing paper products from responsible sources, businesses and consumers can reduce their environmental impact, support local industries, and avoid contributing to the growing mountain of e-waste.
As New Zealand navigates the challenges of digital infrastructure expansion and energy sustainability, it’s time to re-evaluate the role of paper, not as a relic of the past, but as a vital part of a greener future.
Did you know?
Kale Print are an FSC® certified printer, which means the paper used comes from a strict chain of custody that ensures it is ethically sourced, responsibly produced, and sustainably manufactured. The FSC on-product label guarantees that products originate from forests that are managed in a way that preserves biological diversity and benefits the lives of local people and workers, while ensuring economic viability.
As a Toitū Net Carbonzero certified operator, Kale Print actively measure, manage, and offset our carbon emissions. Our new manufacturing facility, set for completion in early 2026, will feature a 432-panel, 254kW solar system, designed to generate 106% of our energy needs, with the surplus exported back to the national grid. This initiative alone will save 42 tonnes of CO₂ annually, the equivalent of planting 7,500 trees. A tangible step toward a cleaner, more sustainable future.
🔗 Sources
- NZ Marketing Magazine – Are we marketing ourselves into a digital corner?
- OPI News – Is going digital really more environmentally sustainable than using paper?
- Two Sides – Scaling the Mountain of Electronic Waste
- FSC® Certification – What the FSC Label Means
- Two Sides Trend Tracker Report April 2025 – New Zealand Findings
- VMA Visual Media Association