Some environmental groups are stepping up their efforts to get catalogers to used recycled paper. But it’s easier said than done.
In January, San Francisco-based Forest Ethics ran an ad in The New York Times aimed at shaming the Victoria’s Secret catalog and its parent Limited Brands Inc. for apparently using paper from endangered Canadian forests in the more than 1 million catalogs it sends per day.
Forest Ethics placed the ad in the Times after Limited decided to procure paper taken from an endangered boreal forest in Alberta instead of using paper with recycled content, says Tzeporah Berman, the organization’s program director.
A Web site (www.victoriasdirtysecret.net) supplemented the effort.
The $18,000 ad was the latest salvo in Forest Ethics’ efforts against Victoria’s Secret. Last fall, the group ran an outdoor poster campaign in several cities, including San Francisco, Los Angeles, Washington, and Columbus, OH, where Limited is headquartered.
Forest Ethics began targeting catalogers in 2003, when it identified six large catalog mailers
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