Canadians want recycled fibre, not trees, in their tissue products

Press release - April 10, 2006
Greenpeace Canada, 11 Apr 06 - Léger Marketing poll reveals a majority of consumers unlikely to support companies that destroy ancient forests to manufacture toilet paper and facial tissue

Greenpeace today released the results of a Canada/US Leger Marketingsurvey which surveyed 2500 adults in Canada and the USA on theirattitudes towards the environment and tissue products such as toiletpaper and facial tissues. The survey found that "[o]verall, consumersin both Canada and the United States are concerned with cutting downancient forests, as well as the use of chlorine, when manufacturingtissue products." In addition the survey found that "[m]ost are likelyto switch to environmentally friendly options, and are even willing topay more to do so."

"For too long Kimberly-Clark maker of Kleenex brand tissueproducts has told us that it uses no recycled content in its tissueproducts because of consumer preference and demand," said RichardBrooks, a forests campaigner with Greenpeace. "Well, the data is in andas we've been saying since the launch of this campaign, consumers donot want to have Canada's Boreal forest destroyed for the production ofdisposal products. It's time for Kimberly-Clark to listen to consumersand drastically change the recycled content in its disposable paperproducts."

Findings of the survey include:

• 81% of Canadian consumers and 73% of Americans are opposed tothe cutting down of ancient forests to manufacture tissue products.

• 80% of Canadian consumers and 75% of those in the U.S.(Kimberly-Clark's largest market) are likely to purchase products thatare environmentally friendly.

• 71% of Canadian consumers and 66% of U.S. consumers say they are lesslikely to purchase from companies who cut down trees from ancientforests to make their tissue products.

• 86% of Canadians and 77% of Americans say that they would switch to tissue products made with recycled paper.

• Seven in ten Canadians are willing to pay at least 5% more forrecycled tissue. Two-thirds of Americans are willing to make the samechoice.

On April 5th of last week, students on over 100 campuses acrossthe US participated in a Day of Action against Kimberly-Clark toprotest the company's continued destruction of ancient forests. Thestudents are calling on their schools to cancel contracts with thetissue product giant and to switch to companies that have less of anegative impact on the environment and forests.

Kimberly-Clark is the world's largest manufacturer of tissueproducts, using over 3.4 million tonnes of virgin fibre from forestseach year. Much of the fibre comes from logging companies clearcuttingBoreal forests in provinces such as Alberta and Ontario. Greenpeace isurging consumers and businesses to stop purchasing Kimberly-Clarkproducts until the manufacturer commits to supporting sustainableforestry and to dramatically increasing the use of recycled fibre inall of its products.