I have the same problem in my office - there seems to be a lot of paper waste these days, especially as we have been trying to move to a paperless, computer-based model.
I've been thinking about how to address the situation, and what I am going to do here in the office (with cooperation hopefully) is treat it like any other training issue. I don't know if I should expect my employees to reduce their paper use unless I provide strategies for them to do so. So...I am currently constructing a training program for new and existing employees (I assume it will be a mandatory 1/2 session or something) that will teach some tricks (like how to print out doubled sided, or shrink font so more can fit on a page) and guidelines on what information should be read on screen and what should be printed out in hard copy. For fun, I thought I would also throw in some facts about how many trees we would each year with paper use reduction, and perhaps (I am getting ahead of myself) do some tree planting in our office park to showcase the company committment.
These are just thoughts - I haven't tried the training yet - but I thought I share my idea and see if anyone has tried a kind of formal training for the paper use problem. I figure we train for diversity, emergencies, etc., we could maybe do this too.