Green Flushes? Which brands are doing it right?

toilet-paper-roll.jpgBy Deborah Fleischer, Green Impact
A Delicate Undertaking

I picked up a copy of Time Magazine while visiting my parents and noticed A Delicate Undertaking, an article in their Going Green section comparing different brands of toilet paper with recycled content.

I have been using Seventh Generation 100% recycled toilet paper for years and just don’t get all the hype that “recycled material simply can’t match the comfort U.S. consumers have come to expect.”

My derriere has never felt deprived from its lack of virgin fibers. But I am obviously in the minority.

U.S. desire for a plusher flush

According to Time Magazine, few Americans are using recycled TP. They report: “Toilet paper containing 100% recycled fiber makes up less than 2% of the U.S. market, while sales of three-ply luxury brands like Cottonelle Ultra and Charmin Ultra Soft shot up 40% in 2008. Compare the U.S. desire for an ever plusher flush with the more austere bathroom habits of Europe and Latin America, where recycled TP makes up about 20% of the at-home market. Recycled material simply can’t match the level of comfort that virgin fiber provides – and that U.S. consumers have come to expect.”

Yet, according to the Natural Resources Defense Council: “If every household in the United States replaced just one roll of virgin fiber toilet paper (500 sheets) with 100% recycled ones, we could save 423,900 trees.”

Recomended brands

Greenpeace recently reviewed over 100 brands and only recommends brands that contain 100% overall recycled content, contain at least 50% post-consumer recycled content, and are bleached without toxic chlorine compounds.
Of the four different TP brands reviewed by Time, only two of them, Seventh Generation and Whole Food’s 365, are on Greenpeace’s recommended list.

Room for improvement

Time also reviewed Scott Naturals, which only has 40% recycled content and does not use a less toxic bleaching process. And Marcal’s Small Steps, which is 100% recycled, but contains less than 50% post-consumer material.
I noticed that Kimberly-Clark’s professional line includes SCOTT 100% Recycled Fiber Standard Roll Bath Tissue made with 100% recycled fiber and Green Seal Certified–why can’t they keep to these standards in their retail product line?

Greenpeace Recycled Tissue and Toilet Paper Guide

While Time mentions Greenpeace’s campaign to pressure paper companies to incorporate higher recycled content into their products, they failed to mention Greenpeace’s new Recycled Tissue and Toilet Paper Guide, which includes a nifty iPhone application.

The application makes it super easy to guide your shopping choices next time you shop for TP.
Greenpeace gives the “Recommended” rating to the following brands:
* Green Forest
* Wholefoods 365
* April Soft
* Earth Friendly
* Fiesta
* Fiesta Green
* Natural Value
* Seventh Generation
* Trader Joe’s
* CVS Earth Essentials
* Cascades
* Bright Green

Now there is an easy way to be sure your flushes are as green as possible. Next time you grab a roll of TP, do your small part to help protect the world’s ancient forests.
Deborah Fleischer is the founder and president of Green Impact, providing strategic environmental consulting services to mid-sized companies and NGOs who want to launch a new green initiative or cross-sector collaboration, but lack the in-house capacity to get it up and running. She brings expertise in sustainability strategy, program development, stakeholder partnerships and written communications. And you can follow her occasional tweet at GreenImpact.

Deborah Fleischer is founder and president of Green Impact, a strategic sustainability consulting practice that helps companies walk the green talk. She helps companies design and launch new green strategies and programs, as well as communicate about successes. She is a GRI-certified sustainability reporter and LEED AP with a Master in Environmental Studies from Yale University and over 20-years of direct experience working on sustainability-related challenges in both the public and private sectors. She brings deep expertise in sustainability strategy, stakeholder engagement, program development and written communications.Deborah has helped to design and implement numerous successful cross-sector partnerships and new green initiatives, including the California Environmental Dialogue, Curb Your Carbon and the Institute at the Golden Gate.She has helped create lasting alliances among such organizations as Sierra Club, Natural Resources Defense Council (NRDC) and the Golden Gate National Parks Conservancy with companies such as Disney, Arco, Bank of America and Passport Resorts.You can follow her occasional tweet @GreenImpact or contact her directly at

One response

  1. Even better than using recycled toilet paper; Save money and the Earth and be clean at the same time! Get serious and add Bathroom Bidet Sprayers to all your bathrooms. Available at with these you won’t even need toilet paper any more, just a towel to dry off! It’s cheap and can be installed without a plumber; and runs off the same water line to your toilet. You’ll probably pay for it in a few months of toilet paper savings. And after using one of these you won’t know how you lasted all those years with wadded up handfuls of toilet paper. Now we’re talking green and helping the environment without any pain. As for water use a drought is always a concern and must be dealt with prudently but please remember that in the big picture the industrial water users always far exceed the water use of household users and in the case of toilet paper manufacture it is huge. The pollution and significant power use from that manufacturing process also contributes to global warming so switching to a hand bidet sprayer and lowering your toilet paper use is very green in multiple ways.

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