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Shifting the marketplace

Home Depot changed it's purchasing policies after a Greenpeace campaign persuaded them to carry more sustainable products.

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More and more progressive companies understand that their wood and paper choices have very real consequences for the survival of our ancient forests and their own future business prospects. In today’s market driven economy, the informed consumer is demanding more from businesses and corporate responsibility is increasingly finding rewards in the marketplace. Greenpeace offices around the world are working with leading companies such as Ikea to develop and implement policies to ensure the forest products they use do not contribute to the destruction of the world’s ancient forests.

In the Great Bear Rainforest, shifts in the marketplace are crucial to creating the space for meaningful negotiations. In 1999, Greenpeace invited a delegation of the German paper producing and magazine publishing industries to visit British Columbia and see logging sites first hand. Shocked by what they saw they informed the government and industry that unless sustainable practices were pursued, and unless large intact rainforest valleys and key ecological areas were placed under moratorium, the German buyers would cancel contracts with BC companies. When Interfor and West Fraser left these negotiations Greenpeace began talking, not just to their customers, but to their investors. Ethical Funds Inc. immediately divested its shares with West Fraser and the Royal Bank of Canada and Friends Ivory Simes of the UK divested over $11 million from Interfor shares.

Companies around the world began to voice concerns over Interfor’s logging and refusal to take part in constructive dialogue. In Japan alone over 70 companies stopped buying from Interfor. These market pressures brought industry players back to the table and were the catalyst for interim agreements reached in 2001 and beyond.

How YOU can make a small change to shift the marketplace>>

See a more detailed timeline of Greenpeace’s campaign to shift the marketplace>>