If something is proven safe, secure, and trustworthy, you’d embrace it, right? Now add in that it is also eco-friendly, and you have a product anyone would love. There is such a product, and it’s print. After years of research on consumer attitudes and preferences, print remains consumers’ preferred channel for safety, security, trustworthiness, and sustainability.
Here are some takeaways from research conducted by Two Sides and Toluna, a global polling firm:
- 91% of U.S. consumers surveyed agree that, when responsibly produced, used, and recycled, print and paper are sustainable ways to communicate.
- 86% of those in the 18- to 24-year-old age group see print as eco-friendly.
- 78% of Americans keep hard copies of essential documents filed at home because they see it as the safest and most secure way of storing information.
- 56% of Americans trust the news stories they read in printed newspapers.
- Only 35% of Americans trust the news stories they read on social media.
“Although we regularly hear [that] corporations are going digital or ‘paperless’ as safe, secure, and more [sustainable], this is not a shared opinion by a vast majority of the public, who seem to trust paper for many applications,” says Phil Riebel, president of Two Sides North America.
Furthermore, with the increase in online security breaches and “fake news,” Riebel notes the clear advantages of print on paper. “I believe more and more people will become concerned about what may happen to their personal information held electronically,” he says. “Seventy-six percent of people are now concerned, but that may go up even more.”
The value of print has never been more clear, especially for companies in markets such as insurance, financial services, and medical and pharmaceutical technologies, where safety, security, and trustworthiness remain "make or break" issues for consumers. In these and similar markets, the print channel remains indispensable.
