WhatTheyThink’s Going Green has joined forces with Two Sides to help address the “perceptions” that paper destroys forests, that electronic media are “greener” than print and paper, and that recycling is the solution to all environmental ills. According to the e‐Business Watch (via a report commissioned by CEPI), European GDP grew 25% between 1991 and 2004—while paper consumption grew about 40% during the same period. Why should you care? Sure, there are the obvious jokes to be made about the “paperless office,” a term that dates seemingly from the Pleistocene Epoch—but was actually popularized by a 1975 Business Week article—and is really no closer to being true today than it was 37 years ago. Or is it? One of the recurring themes here in the Going Greenosphere is that the choice of medium is rarely an either/or proposition. Other studies have found that even when consumers deliberately opt for paperless billing, they still often print out bills/statements at home. (I know some folks who still print out all their e-mails—I always wondered if they printed their spam and then put it through a paper shredder?) Whether someone prefers print or electronic content--or both (or neither)—is a personal, often emotional choice, not often made for the sake of greenness. As a result, we should feel no guilt about preferring something on paper. Or not. For more Two Sides facts see www.twosides.us/mythsandfacts.