News Bits: Greener (Brown) Toilet Paper and the Elusive Green Consumer

The latest from Mark Gunther of

“I’d like to believe that we can shop our way to be a better world. It’s unlikely. If our economy is going to become more just and sustainable, change will have to come from the top down, not from the bottom up.

This roll of toilet paper explains why.

Called Moka, this bathroom tissue comes¬†from a company called Cascades, which is headquartered in Montreal. It’s made from 100 percent recycled paper, and it has a lower carbon footprint than conventional toilet paper. Moka costs less to manufacture than ordinary white toilet paper and uses less bleach. And it works fine. Trust me – the company sent me a sample roll.

‘It’s beneficial for us, for consumers and for the environment,’ says Isabelle Faivre, US Marketing Director for Cascades.

The trouble is, you can’t buy Moka in a store.

That’s because Moka is being, er, rolled out exclusively in the away-from-home market. That is, it’s being sold to distributors who supply office buildings, schools, colleges, hospitals, restaurants and hotels. ‘Companies have that need to look green, to make them feel better about themselves,’ says Faivre. But consumers aren’t ready to accept off-color bathroom tissue.”


Read more on the issues of changing consumer behavior HERE.

How have your consumer habits changed? What is important to you in making the decision to buy a product?

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