Forging Partnerships to Promote Responsible Forestry
Perhaps you’ve seen it on a box of tissues, package of toilet paper or roll of paper towels – a small symbol containing the familiar outline of a tree, a check mark and three letters: FSC.
This logo belongs to the Forest Stewardship Council, an independent, non-government organization whose purpose is to promote responsible management of the world’s forests. The symbol lets people know a particular paper product comes from sustainably managed sources, and when consumers choose FSC–labeled products, it sends a message to manufacturers that there is demand for more environmentally friendly products.
However, in Australia, FSC faced a challenge. Just a few years ago, its trademark had little recognition. For the symbol to influence those who make products, it would first need to be widely recognized by those who buy them.
Kimberly-Clark’s use of fiber from FSC-certified sources has increased by more than 20% in recent years to 62% in 2014. 100% of Kimberly-Clark fiber is from environmentally responsible and certified sources.
Another organization was also seeking to transform the marketplace for products from responsibly managed forests: The World Wildlife Fund (WWF). This organization is dedicated to stopping the degradation of the planet’s natural environment and to building a future in which humans live in harmony with nature. Its logo – a portrait of the great panda – has become a global icon of environmental protection.
Partnering to care for the planet
WWF works with companies around the world to promote more sustainable sourcing of important commodities, which include timber and paper. With WWF’s highly trusted trademark and FSC’s rigorous certification process, the organizations were poised to transform the marketplace.
Elizabeth Del Toro