Increasingly the general public and consumers expect that corporate social responsibility should be an integral part of doing business.

While most Canadians agree with the need for forest protection in principle, they are more challenged to identify how they can do this in practice, particularly when the paper goods they buy have all the production and material decisions predetermined for them. Giving people the ability to act more in line with their principles when they buy paper products can build purchaser loyalty, brand reputation and brand recognition for a business. 

Win Win:
When the customer shops for both price and environmental responsibility a business can feel torn between the two. Markets Initiative’s experience provides proof that price needn’t be traded for the environment. There are also numerous companies that have successfully taken conservation steps to increase their marketability to save money, and to increase employee loyalty.

Several of Markets Initiative’s participating companies took calculated risks to pioneer Ancient Forest Friendly paper for the publishing sector. In doing so they have distinguished themselves in national and international media, received public accolades and won awards. They created a demand for Ancient Forest Friendly paper at an economy of scale that brought the price down so that they could supply their customers with an environmental choice at a competitive price. Win Win!