The news that 98% of Americans use toilet paper made from new wood rather than the recycled kind is a perfect example of the power of marketing to cause damage, in this case to the environment.
Again and again we have seen corporations use vast advertising budgets to persuade people to buy products they know or should know are damaging - cigarettes, gas guzzling cars, sugar-rich children’s cereals and so on.
How can one of the toilet paper manufacturers to say consumers have the choice, when they spend huge money on marketing brands of soft multi-ply tissue produced from what are called 'virgin fibers'? Consumers can only really make a choice if they are properly informed. What a difference it could make if U.S. toilet paper manufacturers put equal marketing resources into persuading people to help the environment by using recycled paper.
Like consumers, we marketers have a choice. Whether we run our own company or work in a large corporation, we can use their powers of persuasion responsibly or irresponsibly.
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