Cascades Tissue Group has announced great news for the environment. This innovative firm now uses 100% recycled fibers to produce white paper without using pure elemental chlorine (which traditionally has been objectionable to environmentalists). This means that consumers can now use writing paper paper, napkins, toilet tissue, and diapers without sacrificing trees or releasing chemicals into the environment.
This good news for the creation appears to be bad news for some environmentalists who are given to “conspicuous conservation.” In other words, if writing paper is pure white or toilet paper is too soft, then it is not self-evident to everyone that it has been recycled.
Fortunately, progressive capitalists have found a solution to this problem. This involves adding brown pigments to non-chlorine bleached diapers to drive home the environmental message. These products need “visual differentiation,” says Louis Chapdelaine, the product director of a company specializing in eco-friendly household cleaning products and paper.
Likewise, Cascades makes its new Moka brand toilet paper out of 20% recycled corrugated boxes to to create the perfect brown color — not too “dark brown” or “gray and dirty.” When the company pitched this product to distributors at a recent trade show, it was evident that it would be perfect for customers who “want softness, but also want green credentials.” This product is aimed at the people who “like to be green, but they don’t want to compromise. They don’t want to pay more. They want the same quality.”
It is important to be concerned for the environment, because “The earth is the Lord’s, and everything in it,” (1 Corinthians 10:26) and we have been made stewards to care for God’s creation. Even more, “The heavens declare the glory of God, and the sky above proclaims his handiwork” (Psalm 19:1). Through the grandeur of creation we learn more about the glorious creator of all things and it is important to preserve this display of the greatness of God.
For this reason, gentle reader, I would argue that we should focus more on pleasing God than being admired for the color of our recycled tissues.