What would we do without environmentalists dedicating their lives to save us from plush toilet paper?

It is a fight over toilet paper: the kind that is blanket-fluffy and getting fluffier so fast that manufacturers are running out of synonyms for “soft” (Quilted Northern Ultra Plush is the first big brand to go three-ply and three-adjective).

It’s a menace, environmental groups say — and a dark-comedy example of American excess.

The reason, they say, is that plush U.S. toilet paper is usually made by chopping down and grinding up trees that were decades or even a century old. They want Americans, like Europeans, to wipe with tissue made from recycled paper goods.

It has been slow going. Big toilet-paper makers say that they’ve taken steps to become more Earth-friendly but that their customers still want the soft stuff, so they’re still selling it.

Imagine trying to follow Sheryl Crow’s advice to limit youself to one square per wipe. That cheap, single-ply,recycled stuff is not going to get the job done.

ht: Captain Capitalism

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